Study: Cadillac and Audi show highest improvement in luxury brand perception

Posted Mon May 12 2008 9:48 AM by Alex Kaufmann

Influential auto resource Kelley Blue Book (KBB) and its marketing research team have named Cadillac and Audi as the two highest performers in improved brand perception in the luxury segment. According to the results of a recent study, Cadillac improved most among the factors of driving comfort, exterior styling, interior layout and design, interior roominess and storage space. Audi was deemed most improved when evaluating seating capacity, luxuriousness and available options.

The survey is based on the responses of thousands of new car buyers in the U.S. over the past 12 months and focuses on how consumers perceive and rank car brands – not on how the vehicles actually perform themselves. The study delves into how each manufacturer's brand equity differs across vehicle segments, compares the relative standing of each make versus competitive makes, and reveals the decision factors of new-vehicle buyers within each make and segment.

Researchers cite the increased number of new models and significant redesigns for Audi and Cadillac as well as increased marketing efforts as the key reasons for the improvement in brand perception.

Cadillac's CTS and STS have recently been responsible for a big jump in that brand's perception, both in terms of quality and capability. Audi's R8 has performed as a halo vehicle for the brand, especially in the U.S., where it has been very warmly received.

Reader Comments

Mon May 12 2008 10:07 AM
chris says

i think a sub 8 minute 'ring time for a D class sedan is what really interests me about caddy.
Mon May 12 2008 11:01 AM
Gus says

What's a D class sedan?

What I like about Caddy is that they look like something different. In this world of every car sort of looking alike, they stand out...
Mon May 12 2008 11:44 AM
chris says

gus, absolutely,.. the styling is definitely getting back to what you'd hope for from caddy.

and a D class sedan is what most americans would know as the "mid sized" sedan. just think about mercedes.. C class is compact and E class is a "full sized" or "executive" car. that D class is the all important vehicle size that Mr Joe Median wants to put his wife and 2.2 children in. then you have A and B class which are.. well.. small. think ford Ka and Fiesta respectively. or mercedes... "A class and B Class"... those creative germans..

id love to see chrysler rename their cars: calibre to "compact", avenger to "mid sized" and magnum to "FULL SIZED"..... "yeah i drive a dodge SRT-8 FULL SUZZEEEDDDDDDDDD"... yeah never mind.

side note.. from what I've seen and heard of the CTS though, its a D/E class car... i guess its just THAT big
Mon May 12 2008 1:25 PM
Francis says

Not surprising about audi, they are one of the few luxury brands to record a profit in the first quarter
Mon May 12 2008 3:28 PM
brian says

woohoo for Audi. I own a 06 S4 and its hella fun to drive. 4.2L v8 344hp AWD.
Mon May 12 2008 5:30 PM
Gus says

That S4 is awesome. I was looking at a convertible, but too $$$, for me anyway... They make such a great sound when they hit the gas, like a Euro Mustang or something.

Cadillac needs to make something like the RS4 convertible, with the CTS-V engine, two doors, 2+2 seats, etc. They are missing a sport coupe/convertible gap there...
Tue May 13 2008 1:48 AM
Wizards Lore says

agree with the Audi valuation but the cadilac is a bit of good old fashioned american back slapping if you ask me !

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