Ch. 5 - Developing a Global Vision

 Cadillac is well known around the world as a classic American luxury car.  Although GM (General Motors) tries to market the brand in other countries across the globe, it hasn't done as well as in the US.  But the new GM CEO Dan Akerson who took over in September, has emphasized his desire to increase Cadillac sales worldwide and make it a truly global nameplate.

Dan Akerson wants to begin producing Cadillacs in other countries, to help them better manage their supply chain, and to allow easier penetration into those foreign markets.  Currently, Cadillac is only produced in North America, and this makes it difficult to sell abroad efficiently.  This new business plan will allow Cadillac to compete more directly with European luxury brands such as Mercedes-Benz and BMW.

                                                        “We're going to try to define a slightly different brand and product strategy by having a global premium brand, Cadillac"       -   Dan Akerson

While some longtime Cadillac enthusiasts might be upset with the fact that Cadillac will begin production outside of North America, I believe it is a necessary move in order to increase sales.  This new production process for Cadillac shouldn't affect sales within the US negatively, Cadillac has already created separate marketing plans to boost sales within the country, this will boost sales outside of the country.  Cadillac needs to implement new strategies to drive their popularity and presence in other countries, and I strongly believe this will achieve both of those goals.