August 3, 2006
Brand Naming: Caddy Pursues The Happiness of Bling
Cadillac is reworking its image by adding bling to its brand name. As David Kiley notes in his Brand New Day blog, the last four years has seen a revamping of the Cadillac brand name thanks mainly to the basketball stars and hip-hop gods who have embraced the Escalade SUV as their own. But Caddy wants an ever younger buyer - in recent years the mean age of a Cadillac buyer has dropped from 64 to 59 but they need more women and more people who are not so close to retirement.
They have also moved from their successful Led Zeppelin themed “Break Through” tagline in favor of a more all-American “Life. Liberty. And the Pursuit.” I find it interesting to note that one of the Cadillac brand doyens notes that its hard to build an emotional connection to the Cadillac sub brands that have gone from legendary names like Coupe Deville, Seville and Fleetwood to alphanumeric names such as DTS, SRX, XLR, CTS. As we have noted in an earlier blog, however, this is the way of things with the luxury and performance car market, where even staid old Lincoln has gone for number/letter combos for their brand architecture. But Lincoln encountered some problems that we also blogged about recently.
BMW, Mercedes, Honda and Jag have all gone for alphanumeric naming and all of them have a share of the youth market. Lexus, for its part, has taken a different tack than Caddy: they have recently launched the new IS 350 with an eye towards the rich geek sector: the vehicle is loaded with nifty gadgets that attracted the attention of the bloggers over at Gizmodo where by their own admission, cockpit accessories rule and road performance is secondary.
Posted by William Lozito at August 3, 2006 10:22 AM
Posted to Brand Naming
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