General Motors Corporation: The Caddy That Zigs campaign

Although ownership of a Cadillac was for decades widely considered a part of the "American Dream," Cadillac Motor, a division of General Motors, saw its share of the luxury-car market begin to decline in the 1990s.

General Motors Corporation: The Caddy That Zigs campaign

Kim Kazemi

OVERVIEW

Although ownership of a Cadillac was for decades widely considered a part of the "American Dream," Cadillac Motor, a division of General Motors, saw its share of the luxury-car market begin to decline in the 1990s. The company also saw the rise of a new subcategory in the luxury-car field, the entry-level luxury car (or "entry-lux"), exemplified by new models such as the Lexus and new, lower-priced Mercedes models. Cadillac responded to these trends by taking a risk in 1997 with a new entry-lux model, the Catera. The sporty,...

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