CADILLAC

Context
Cadillac has been a traditional luxury auto brand since its inception in 1902 by the Henry Ford Company. Innovators by heart, Cadillac was the first volume manufacturer of a fully enclosed car and introduced the V8 engine, setting the standard for the entire American automotive industry.

Over the last few years, Cadillac has successfully reinvented its brand by launching several new models. Today, Cadillac continues to grow globally, offering products with state-of-the art design and technology, modern marketing campaigns and the opening of the Cadillac House in Soho New York. In 2017, it delivered over 300,000 vehicles and has enjoyed double-digit growth over the past years.

The Challenge
While Cadillac has taken a positive direction strengthening the brand, there is a challenging landscape for the entire automotive industry. For the past years, the sedan segment has been under pressure, while SUV sales continue to increase. This has caused an unprecedented incentive in the industry, where automakers are offering discounted prices. Cadillac re-solidified as a luxury brand and reluctant to apply such incentives is looking to reposition its marketing efforts to target a younger demographic.

Process
The six-person team from Columbia University started their journey by performing thorough market research and mystery shopping. The process of brainstorming included the creation of personas, recreating the various journeys of a customer when acquiring a new car, including the encounter and pre-research, acquisition and post-sale experiences.The team then deep dived in the main ideas, with the constant feedback of the Cadillac’s executives.

Result
Cadillac is a luxury brand selling a lifestyle through modern dealerships and knowledgeable sales associates. Inspired by the Cadillac House in Soho, NY, the team identified Houston, TX as the next ideal location to implement a pop-up model to showcase the brand. The suggested concept would offer modern facilities, weekday events for adults and children, bar, lounge and test-drives highlighting the latest advantages of the Cadillac models and engage both Cadillac devotees and new potential clients.Cadillac is a luxury brand selling a lifestyle through modern dealerships and knowledgeable sales associates. Inspired by the Cadillac House in Soho, NY, the team identified Houston, TX as the next ideal location to implement a pop-up model to showcase the brand. The suggested concept would offer modern facilities, weekday events for adults and children, bar, lounge and test-drives highlighting the latest advantages of the Cadillac models and engage both Cadillac devotees and new potential clients.

Team
Abhinav Dhingra – Columbia Business School, MBA
Laura Gomez –Columbia Business School, MBA
Barbara Machado – Columbia Business School, MBA
Ben Schnitzer – Columbia Business School, MBA
Jennifer Wu – Columbia Business School, MBA
Kira Yinyu Li – Columbia Business School, MBA