Cadillac won’t lean heavily on its American heritage in Australia

[Pelican Press 0]

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Cadillac won’t lean heavily on its ********* heritage in Australia

Cadillac figures everyone already knows it’s *********, so it’s pitching itself more as a global brand rather than emphasising its origins.

“We’re not even really leaning into *********,” Melissa Grady-Dias, Cadillac’s global chief marketing officer, told *********** and New Zealand media.

“We’re leaning into the spirit of Cadillac, versus [the spirit of] America.”

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Camera IconComing here: Lyriq Credit: CarExpert

Cadillac is launching here this year as an electric-only brand, with arguably the most iconic and most distinctly ********* member of its current range – the V8-powered Escalade –

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“We’ll definitely use [its ********* origins] a little bit. But what we found in the research is people only seem to know what they see in ********* pop culture, which is Escalade generally,” said GM International communications director Lauren Indiveri-Clarke.

“So the Lyriq for them, whether we said it was *********… they haven’t seen it. They don’t know it because it’s not in pop culture for them as much.

“So… we’re not totally going away from the use of [Cadillac being *********]. We’re just not leaning as heavily as they do [in the US] on that.”

data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///ywAAAAAAQABAAACAUwAOw==Camera IconNot coming here: Escalade Credit: CarExpert

That has seen the company make some changes to its advertising, though Ms Grady-Dias says the campaigns “aren’t really different”.

“We got some interesting feedback around the advertising of the US market… it resonates with Australia and New Zealand customers,” said Ms Indiveri-Clarke.

“There’s a few phrases and terms, like that whole thing around the ********* part of it just doesn’t resonate the same.

“In the [*********** and New Zealand] markets, we’ve actually kind of taken that out of some of the marketing and the advertising and made it a little bit more global in the language that we’re using.

“We’re really presenting [Cadillac] more as a global brand.”

data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///ywAAAAAAQABAAACAUwAOw==Camera IconLyriq Credit: CarExpert

Even some word choices have been nixed. ‘Maverick’, for example, is a popular term in the US, but in Australia and New Zealand Cadillac said it just made people think of Top ****.

The brand is instead being pitched not at ‘mavericks’ but rather ‘ambitious norm-breakers’, to better suit *********** and New Zealand vernacular.

“Our history and our heritage is something that we obviously don’t want to over-play in Australia and New Zealand because we don’t have a history there, but we have a global history to lean on and we want to make sure customers know where we’re coming from with that,” said Ms Indiveri-Clarke.

Australians are arguably more familiar with the Escalade, which was first introduced for model year 1999, than any other Cadillac apart from DeVille, Eldorado and Fleetwood luxo-barges of yore.

data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///ywAAAAAAQABAAACAUwAOw==Camera IconNot coming here: CT5-V Blackwing Credit: CarExpert

During the 21st century, however, the Cadillac brand has been through an extended transformation.

It introduced the aggressively styled, rear-wheel drive CTS in 2002, joined in 2004 by the V8-powered CTS-V that was the first model in the V-Series performance sub-brand.

The first-generation CTS was the first in a long line of *********-made sports sedans that continues with today’s CT4 and CT5, both of which are available in hot V and even hotter V Blackwing models… the latter of which even offer the now rare option of a six-speed manual.

The brand also phased out more traditionally Cadillac models like the DeVille/DTS.

data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///ywAAAAAAQABAAACAUwAOw==Camera IconNot coming here: CT4-V Blackwing Credit: CarExpert

While Cadillac has offered various sport sedans and V-Series models over the past two decades – and even a

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-based roadster called the XLR – it’s now embarking on a journey to a fully electric lineup by 2030.

It has, however, left the door open for combustion-powered vehicles to continue beyond then if there’s customer demand.

For Australia, Cadillac says it only has plans to introduce EVs. The

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is the first electric Cadillac, serving as the luxury brand’s rival to the likes of the

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. It’ll headline the brand’s launch in Australia later this year.

Subsequently, Cadillac revealed the smaller

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and the larger, three-row

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, as well as an electric counterpart to the Escalade called the

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It has yet to confirm these models for our market, though all their names have been

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. Cadillac has also teased product announcements will come during 2025.

data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///ywAAAAAAQABAAACAUwAOw==Camera IconNot yet confirmed for Australia: Optiq Credit: CarExpert

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#Cadillac #wont #lean #heavily #********* #heritage #Australia

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