“Cadillac’s Communication Strategy: Repositioning an Icon”

Company History
Cadillac has been a leading luxury auto brand since 1902. Today Cadillac is growing globally, driven by an expanding product portfolio featuring dramatic design and technology. New models, like the 2014 CTS, Motor Trend’s Car of the Year, are expanding the brand’s appeal by competing head-to-head against the world’s best, in a compelling fashion with uniquely American design and engaging performance. Additional new models, such as the ELR and next-generation Escalade, extended Cadillac’s global growth in 2014.


The Challenge
Cadillac seeks to create an integrated and high impact communications program that will “disrupt” the current conversation around luxury electric coupes. Cadillac seeks to amplify core brand vales such as bold, passionate and optimistic, through paid and unpaid media channels. The goal is to make Cadillac more prominent in the current conversation, while carrying forward the legacy and heritage of this iconic brand.


Cadillac’s Communication Strategy: Repositioning an Icon
An eight student team from Parsons and Columbia Business School came together to address this challenge. They started with detailed research on the strengths and opportunities in each of the touchpoints in a consumer’s journey, from dealerships to social media fan pages. This was done with a backdrop of the competitive landscape, and by drawing interesting parallels to luxury brands in other product segments. They also surveyed the market to understand how people relate to Cadillac and mapped out brand associations.

As the aim was to disrupt the conversation, the team focused on unconventional marketing tactics. The channels that were deemed most impactful were events, alliances and digital presence. For each of these, the students envisioned exciting tactics that would really put Cadillac on the map, in a way that was seamless and engaged consumers with the Cadillac story.


The Team
Henrik Romhild, Parsons The New School for Design
Laura Yeh, Parsons The New School for Design
Grishma Mehta, Columbia University
Benjamin Plum, Columbia University
Hussain Salahuddin, Parsons The New School for Design
Katie Banaszak, Parsons The New School for Design