Cadillac wants to be seen as the premium American luxury auto manufacturer, on the same level as its European counterparts like BMW and Audi. To do so, the General Motors company recognizes that it will have to reach out to all customers — especially diverse audiences and millennials.
"There is no denying that all automotive brands need to reach out to generation X and Y, because these two generations will make up about 80 percent of car buyers in the 2020 to 2025 timeframe," said Uwe Ellinghaus, chief marketing officer for Cadillac. "It is a must to reach out to young customers."
During this year's Oscars, Cadillac unveiled its latest ad campaign for its two new vehicles, the XT5 and CT6. While two of the commercials showed off its new cars, the main ads featured nine leaders in their respective fields. The spokespeople were all between the ages of 15 to 25, and six of them are women. Most of them are from multicultural backgrounds.
And the vehicles? A car shows up in the last seconds of the commercial.
"(Young audiences) don't want advertising to be too overt … but rather they want it to intrigue them, fascinate them, capture their imagination, and they want to take it from there," said Ellinghaus. "They then decide if they go primarily online to get in contact with us or not, which is why no call to action is probably the best call to action."