COVID-19’s leveling effect: Cadillac adjusts to find new sales channels online

Cadillac, the automaker, has adapted in numerous ways to the COVID-19 pandemic as it keeps up with changing habits and preferences among consumers.

“The world really slammed on the brakes in mid-March,” argued Melissa Grady, CMO/director of media and performance marketing for Cadillac, the auto marque.

“It was almost literally like a car accident: You slam the brakes and you have a whiplash moment. And then you were trying to understand [what happened]. It takes your brain a minute to catch up and process.

“It fundamentally changed the way most of us were living our lives.”

In some cases, the shifts in habits were not unanticipated. Rather, they gained unexpected speed as a consequence of COVID-19. “Coronavirus has altered and accelerated what people are...

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