2. Brand Evaluation: Cadillac
● Since 1902, Cadillac has been an icon of American luxury.
● “Standard of the World” since 1908
● New corporate leadership -- president, Johan de Nysschen --
moved company from Detroit to NYC; attempt at “recapturing the
market for American luxury and class”.
● Recognizes need to adapt to younger customer range
● Cadillac wants to inspire a new generation of drivers to pursue
excellence, blaze a new trail, and to “Dare Greatly.”
3. The Cadillac Marketing Message
The Product
● Excellent job of making their most recent products and features the
most relevant and easy to notice at their site.
● They rely on their slogan of “The Future is here. And it’s effortless.”
● Ensuring their customers that products are cutting edge
● Their customers know they are innovative and that they offer
quality products
4. Promotion
● Current slogan: “At Cadillac, we dare greatly. Only
those who dare, drive the world forward.”
● Created commercials that show (formerly) ordinary
people who took a leap of faith, stepped outside the
box, challenged the status quo, and ultimately found
success.
● Each commercial shows a sleek, new Cadillac
driving through the streets
5. Price
● “All Vehicles” allows buyers to compare different Cadillac models
on amenity features and price.
● This feature, along with the “Build Your Own (Cadillac)” option,
allows website viewers to compare similar product models to
competitors like BMW and Mercedes on dimensions of price,
interior, exterior, fuel, etc.
6. Cadillac Customer Segment
● Cadillac is currently synonymous with the older and wealthy
generation (baby boomers)
● Attempting to reach out to younger customer segments
● Slide-show uses up to date pictures and model drivers that appear
to be that of the 20-30 year old young professional demographic
● Website is concise, modern, and neat
● Cadillac today is meant for affluent, contemporary, and pioneering
individuals that are ready to innovate -- just like the men & women
in the “Dare Greatly” campaign (will the next Steve Wozniak drive a
Cadillac?)
7. Crown Motors Customer Segment
Ottawa County Demographic Information:
● 21.1% of household income is $100,000 or more
● Target segment of 25-49 years of age accounts for 30.8% of the
Ottawa County population
● From that target segment, 6,937 adults earn at least $100,000
Kent County Demographic Information”
● 18.3% of household income is $100,000 or more
● Target segment of 25-49 years of age accounts for 33.7% of Kent
County population
12. Overlap:
● Emphasis on customer satisfaction, exceeding expectations
○ Cadillac -- Highest in Customer Satisfaction with Dealer Service
Among Luxury Brands (JD Power & Assoc.); Crown -- Best in WM
● Products range in price (mid-grade to high end cars)
Inconsistencies:
● Cadillac is reinventing their brand; Crown is not
● Crown does not differentiate Cadillac from their other brands as a
luxury vehicle (Cadillacs are mixed in with other brands at Crown)
● Cadillac’s website has a streamlined image -- Crown’s media presence
is outmoded (Car images are not consistent or grainy quality)
Comparative Analysis: Crown & Cadillac
13. Crown Motors as a Brand
House of Brands:
● 10 different franchises under Crown Brand -- each can affect the
other
● No differentiation between economy brands and Cadillac
14. Crown Motors as a Brand
Ways to differentiate to luxury car buyers:
● Create a separate dealership that only sells
Cadillacs -- expensive, but an option
● Offer a separate link on their website that
focuses solely on Cadillac, and distinguish it
from the rest of the Crown page by mirroring
themes from official Cadillac page
15. Further Enhancing the Brand
On the website:
● Upgrade images and fonts to match motifs of Cadillac
webpage
● Reconsider way to offer immediate online assistance to
customers -- change pop-up live-chat option
On their Facebook profile:
● Update cover photo -- Cadillac; universal appeal of brands;
image of candid helpful service
● Share more Cadillac-centric posts on social media
● Position Crown as an upscale dealership
17. Sharpe BMW
● New lounge and showroom renovations- solidifying image as
a top line luxury dealer
● Introducing a BMW Genius program to help customers
understand vehicle features before a sale
● Website is clean, modern, and up-to-date with the latest
trends
● Strong social media presence
● Different from Crown by use of high quality stock photos
taken from actual BMW promo ads
19. Harvey Lexus
● Website appears very sleek and sophisticated with the black
background and box outline
● Slideshow shows many important things: the newest Lexus
cars available, promotions they are currently offering, a
picture of the dealership location, etc
● Website homepage matches Lexus Font
● Updates their Facebook multiple times a day to engage their
customers and keep them as up-to-date and in the know as
possible
21. My Auto Audi
● Overall, not as visually appealing, professional, and luxurious
in appearance
● Other than the brand logo being on their website, they really
don’t do anything that specifically portrays them as a luxury
dealer
● They stress their high customer satisfaction heavily and that
they will meet customer needs at any cost
● They use their social media of Facebook and Twitter mostly
to post about special offers but not enough emphasis on cars
themselves
22. Crown Recommendations
Year 1 Targeting Strategy:
● Focus on re-branding professional image (quality car photos,
website update, re-structuring of car lot)
● Reconnect with previous Cadillac buyers: send invitation mailings
to join the new Crown Cadillac Club (by November)
○ Introduce past and current Cadillac owners to Cadillac Club
benefits
● Target young professionals through company car programs
23. Crown Recommendations
Website:
● Update Crown Cadillac Page:
○ Utilize visualizations from official Cadillac page (up
to date photos of newest vehicles and promotions)
○ Consistent, heavy promotion of Cadillac on website,
social media, and at dealership
○ Eliminate pop-up ads
26. Crown Recommendations
Re-structure car lot:
● Separate Cadillacs
● Recommend removing colored
paper window tags
● More care taken in presenting
Cadillacs
28. Crown Recommendations
Long Term Targeting Strategy:
● Advertize Crown at high end locations in Holland/Grand
Rapids area to reach luxury car buyers:
○ Country Clubs
○ High end dining and retail locations
○ Golf Courses
○ Yacht Clubs
29. Long Term Targeting Strategy:
● Implement Crown Cadillac Club benefits:
○ Lifetime car washes, home delivery of serviced vehicles
● Exclusive Cadillac loaner program: Cadillac Club members
drive Cadillac loaner vehicles while their car is being
serviced
○ When loaner car reaches 10,000 miles or 1-2 years of
age, move to pre-owned lot. Target younger
professionals looking for luxury cars while on a budget
Crown Recommendations
30. Car Wash Figures: (Based off Crown Mercedes of Dublin)
● $0.12 per car (not including lot attendant wage) when 50-75 vehicles are
run through each day.
Crown Recommendations
