General Motors is being clear about positioning of its upmarket Buick and Cadillac brands, explaining that Buick is designed more for drivers who want understated luxury whereas Cadillac is more about dynamic performance and style.
Speaking with Automotive News, GM marketing chief Chris Perry explained that the luxury segment can be divided into two main categories--those who want to be noticed and those who don’t. He went on to explain that Cadillac lines up more towards the German brands, such as Audi, BMW and Mercedes-Benz, whereas Buick fits in more with the likes of Lexus, Acura and Infiniti.
2012 Buick Verano live photos. Photo by Joe Nuxoll.
In keeping with this positioning, GM is developing two very distinct marketing campaigns for Buick and Cadillac. Buick's marketing will appeal to "introverts" while the Cadillac campaign targets "extroverts," Perry said.
Some concepts for Cadillac ads, for example, include the theme of “red-blooded luxury” and are targeted at buyers who are individualistic and entrepreneurial. Buick’s ads, on the other hand, is more about carefree cruising and feel feature more driving through countryside scenes.
[Automotive News, sub req’d]