General Motors Corporation: Break Through campaign
Alden ScottcrowOVERVIEW
Cadillac, a division of Detroit-based auto giant General Motors Corporation (GM), had long been GM's luxury division, offering higher-priced, roomier vehicles. The brand had been in trouble for several years, however, and saw sales tumble almost 10 percent between 2000 and 2001. One of the primary culprits was Cadillac's aging customer base. By the early 2000s the average age of Cadillac buyers was 65 years old. Younger drivers tended to prefer European and Japanese luxury automobiles such as BMW, Mercedes, and Lexus. To help reach younger consumers, Cadillac developed the CTS,...