LyrArc Article Gist
GM is making efforts to increase sales of its Cadillac luxury car division. Cadillac marketing has not produced results. $354 million was spent on marketing in 2009 for the Cadillac division, according to industry estimates. Yet only 109,092 Cadillacs were sold. Cadillac needs a younger look and feel- currently the average age of buyers is 62. As a comparison the average age for BMW owners is an estimated 49 years. Cadillac executives see a lot of work to be done on the product side, and the marketing and customer service side. Analysts see the need for more style and zip for younger buyers. A smaller entry level Cadillac is planned for 2012. Some of the comments made about the current models suggest that the larger models and styles that may appeal to an older customer base, may not be what a younger customer base is looking for. GM is addressing the problem of customer service at dealerships by having Marriott Intenational's Ritz Carlton division give training sessions to its Cadillac dealers. A Ritz Carlton customer service expert has given 9 training sessions in New York, Atlanta, Los Angeles and other cities to more than 2100 dealers and their salespersons. But this does not address the major problems of appealing to a younger demographic, which requires a major shift in thinking, and taking some risks with the product.