Bailouts, schmailouts. With consumer confidence up and Obama repaid, a recharged auto industry is on a roll.
Car sales are revving up, driven largely by new product and technical innovation. And to get the word out, automakers are putting more fuel than ever into events. Across the board, spending on experiential marketing by car brands is up by double-digit percentage points across ride and drives, sponsorships, mobile tours and lifestyle programs that tap into consumer passion points like sports, shopping and other leisure activities—with the goal, as you would expect, of getting consumers kicking tires, behind the wheels and ultimately into a car dealership.
Few are doing it more aggressively than Cadillac, the quintessential American emblem of success GM acquired for $6 million back in 1909. But make no mistake: This is not your granddaddy’s Coupe de Ville. With its sleek lines and luxury appeal, Cadillac’s newest coupe, the CTS, is totally today. Ditto for the CTS Sport Sedan, the SRX Crossover and Cadillac’s fast, performance V-Series vehicles. A slick new campaign narrated by actor Laurence Fishburne, print ads in high-profile magazines, a spot on the NASDAQ board in New York City’s Times Square and a six-year agreement with the PGA Tour to title-sponsor the World Golf Championship at Doral in March all attest to Cadillac’s new style and newfound marketing muscle.
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