Ch.16 - Integrated Marketing Communications

  Within the past decade, Cadillac has been implementing different marketing strategies to increase in popularity within the US and overseas.  In 2002 when the Escalade started production again, it was particularly popular among the fashion and music crowd, and helped portray Cadillac's image as hip and cool.  With the Escalade sales dwindling now to half of what they were in 2006, Cadillac is turning to its current CTS model, and its future XTS model to be released next year.  The CTS is hailed by car magazines as being powerful, luxurious, and the fastest in its class, which helps Cadillacs image, and helps sales as well.  And the XTS has built much hype withing the auto crowd and is expected to overtake the CTS in sales once it's in full production. 
 
  Cadillac uses not only your typical promotion processes such as advertising and public relations, but it also relies heavily on it's age old reputation as the primary American luxury brand.  This gives Cadillac a competitive advantage over other luxury car makers within the US, as domestic buyers will be more enticed to purchase a American luxury car over a German or Japanese luxury vehicle.