Cadillac

Cadillac set out to refresh its brand perception by exploring the luxury SUV market.

Truth

Luxury is changing. More and more young, affluent people are re-defining what luxury means, especially in the car industry, and many companies are playing catch-up. Prior to the launch of its fourth generation Escalade, Cadillac set out to dramatically refresh both the design and brand perceptions to appeal to a broadening range of affluent buyers and evolving views of the luxury SUV market.

Clarity

Insights discovered in Brandtrust’s research transformed the Escalade brand team’s perspective of their consumers, building empathy and a much deeper understanding of the emotional journey consumers take when desiring, choosing, and owning a luxury SUV.

Action

Brandtrust’s insights directly informed the fourth generation Escalade launch, and have influenced subsequent campaigns. The 2014 Escalade increased year-over-year sales by 16% in the second full month of sales and has resumed its reign as segment leader with strong loyalty and conquest numbers.

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