A New Future for the Cadillac Brand


The year is starting off right for Cadillac as they show off the stunning new Cadillac CTS-V at the Detroit Auto Show, and it’s only going to get better. Cadillac has revealed hints for their plan to take the brand to the next level with a new advertising campaign and stellar vehicles.

“In the past, we lost our American-ness in an attempt to out-German the Germans,” said Cadillac CMO Uwe Ellinghaus adding “So now we want to talk about cool, contemporary Americana. It won’t be the Empire State Building or Route 66 or Elvis – but it will be American. Think about fashionable downtown New York coupled with the entrepreneurial spirit of Silicon Valley.”

The public will get their first look during the Oscars telecast on February 22nd when the commercial will dominate television screens and introduce the revamped Cadillac brand. News also recently came that a new headquarters was being created outside of Detroit which shocked loyalists of the brand.

Although some have criticized the move, we here at Arnie Bauer are excited for the brand’s new direction and the new location in SoHo New York. “We have a defined plan [for Cadillac], and we are going to stick to it,” said General Motors CEO Mary Barra. “We realize we have work ahead with the brand, but we will stay disciplined. There was a time when Cadillac stood for luxury.”

“We want to become as iconic as ‘the ultimate driving machine’ has become for BMW. We’ll have something that, in a few words, will bring across what Cadillac is about, how Cadillac ‘feels’ rather than just looks,” said Ellinghaus. If effort is a sign of anything, the revitalization of Cadillac is well underway and the results should prove exciting at the least.

When it comes to taking things to the next level, if any brand is up for a challenge, it’s Cadillac. We invite you to drive on over to our showroom and see for yourself our award winning lineup of new and pre-owned Cadillac vehicles here at Arnie Bauer in Matteson today!

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