Cadillac ATS

[Digital K]

saw cadillac sales are down a bunch. was that why they hired you guys? are you folks the turnaround point for them in terms of where they want to be?

[Topher]

saw cadillac sales are down a bunch. was that why they hired you guys? are you folks the turnaround point for them in terms of where they want to be?

troll harder

or at least more intelligently.




Forbes: Cadillac ATS Wins Gold in Olympics Advertising
http://www.forbes.com/sites/michelle...s-advertising/


Further, Cadillac discontinued the STS and DTS and ceased production. The XTS (replacement) didn't go on sale until June, months after STS and DTS stopped contributing sales, and they still can't meet the demand.

And the XTS is the fastest selling new vehicle. In the automotive market.

http://www.edmunds.com/industry-cent...ubaru-brz.html

[superhero]

Looks like GM sales are down as a whole, but Cadillac is up vs their other brands http://www.automobilemag.com/feature...12_auto_sales/

(article from 6 hours hour ago via google news)

[magilson]

And the XTS is the fastest selling new vehicle. In the automotive market.

I think a more relevant statistic might be how many new-to-Cadillac owners are these advertisements generating. It just seem weird to talk about a statistic like fastest new selling car for a car released in that given month. Of course other cars aren't the fastest new selling cars for that month given that they didn't first become available in that month.

It's typical for new models to turn quickly as demand has usually built up and supply is low as factories gear up production. Indeed, the new flagship Cadillac sedan just went on sale in June and is in short supply as the General Motors assembly plant in Oshawa, Ontario, Canada ramps up production. Cadillac dealers have been starved of new product as the GM luxury brand clears out old models to make way for two models — bookends, really — the top-of-the-line XTS and the entry-lux 2013 Cadillac ATS, the BMW 3 Series-fighter that goes on sale in August. In June, Cadillac's best month of the year with sales up 12 percent from a year ago, the XTS shipped in 753 units of sales.

That's not exactly awe-inspiring. How many 3-series owners have these commercials attracted to Cadillac's 3-series fighter?

[magilson]

What I'm getting at is how is this measured?

Cadillac followed up with 30-second spots throughout the weekend, leading to a lift in shopping consideration of 474 percent by the time Monday arrived. Shopping consideration is an indicator of marketing effectiveness, not necessarily actual sales.

Shopping consideration seems a bit like the problem online retailers have converting shopping carts people fill to compare pricing but don't actually place an order.

[Topher]

Since we've had the account, ~2yrs. Sales are up YOY. Our buyers are younger (lowered the average age of buyer by 3yrs), more intelligient (higher % with college+ degree) and richer (avg HHI is up). All which are important to reestablishing Cadillac as a relevant luxury brand.

I don't have the disposer data handy, but I can provide brand of vehicle disposed. The ATS isn't on-sale yet, so I have no data there. Only dealer feedback that they've had people come in asking to see the ATS after seeing the commercials. Of which they aren't at dealers yet.

As an advertiser, you have four key tasks: raise awareness; drive desire; increase interest, and compel action. Which holds pretty damn true, but I challenge you to realize other barriers. Product quality. Sales process. Those are two main items that an advertiser can't effect.

Nothing kills a bad product faster then good advertising. Luckily for us, the product is getting way better (I'll give the Escalade and CTS are long in the tooth, but both have new versions coming) and the dealerships are top rated.

You'll note M-B and BMW both absent in JD Power's most recent study on Customer Service Satisfaction: http://www.jdpower.com/content/press...ss-release.htm

I realize there are challenges, but our agency and our client partners are doing a bomb ass job. Further proof is them awarding us with global projects and social media; all incremental growth for the account.


But do please continue to try to tell me I'm not doing well at my job.

[magilson]

But do please continue to try to tell me I'm not doing well at my job.

I like stats, guy. I'm an engineer. Don't interpret my asking for data as questioning your professional virility. In fact, to clear the air, I should let you know I do not care at all how well carry out the duties of your job.

I just like data.

[Topher]

Thanks. I was going to have a hard time sleeping knowing that you might actually care.

[magilson]

Thanks. I was going to have a hard time sleeping knowing that you might actually care.

That's an odd response given your defensive comment earlier.

[MisdemeanorMatt]

Wait, your quoting JD Power...who makes money selling ideas, marketing, and business plans to others in the industry then proceeded to offer stats and information about said companies to consumers?

[Topher]

That's an odd response given your defensive comment earlier.

Wait, your quoting JD Power...who makes money selling ideas, marketing, and business plans to others in the industry then proceeded to offer stats and information about said companies to consumers?

You're. But regardless, yes, I cited a JD Power Study. As much as I consider them a sham, the general population does not. Think back to how many times you see JD Power Awards in advertising, on corporate sites, etc.

JD Power aside; they smartly partnered with Ritz Carlton to develop a great dealership experience and delivery process. And it's paid off, independent post purchase surveys have rated sales and service as excellent.

I have no sway on how a salesman tries to sell a car. Or how a dealer delivers a new vehicle. But it's great to know that they are doing well.

[TTaM]

Are the interiors on these cars any better? I've had numerous Cadillacs at rentals (CTS, DTS, Escalade) and found the interiors terrible for a "premium luxury car." Slightly better than my old Malibu company car, and with plenty of parts from the same bin that the Malibu parts were pulled from.

[MisdemeanorMatt]

As much as I consider them a sham, the general population does not. Think back to how many times you see JD Power Awards in advertising, on corporate sites, etc.

Never, I am immune to advertising.

[Topher]

Are the interiors on these cars any better? I've had numerous Cadillacs at rentals (CTS, DTS, Escalade) and found the interiors terrible for a "premium luxury car." Slightly better than my old Malibu company car, and with plenty of parts from the same bin that the Malibu parts were pulled from.

Yup. The XTS and the ATS are the "next gen" Cadillacs. So interior is much better. Even over the V-Series.

[Sven7]

Is the stuff on the center console that thin-shaved stone that Mercedes used awhile back?