CadillacCadillac

Wolfgang A. Schubert, Executive Director for Cadillac, Corvette & HUMMER Europe

Wolfgang A. Schubert, Executive Director for Cadillac, Corvette & HUMMER Europe

Cadillac Brand Heritage

• Cadillac represented the celebration of American success– Founded in 1902 – Symbol of American success– Car of Kings, Presidents and movie stars– Built its reputation on innovative

designs and technology

• Cadillac is a global Brand– Long term, committed to growing Brand

in all regions of the world– 2006 Global and European sales up

40% overall versus 2005

2006/2007 Cadillac Accomplishments

U.S.– Business Week magazine – 1st in automotive

dealer service – SSI: 2nd in JD Power Sales Satisfaction Index– IQS: 4th in JD Power Vehicle Dependability Study– Performance press taking notice

China– SRX – 2006 Motor Trend SUV of the Year

Europe– BLS – 2007 Tekniikan Maailma Winter Car of the Year

Upper ConservativeSegment

Upper LiberalSegment

TraditionalMainstream

CounterCulture

Pragmatic Strivers

TraditionalBlue Collar Segment

PostmodernSegment

ProgressiveModern Mainstream

ConventionalModern

Mainstream

SocialClimberSegment

Upper

UpperMiddle

Middle

LowerMiddle

Lower

SIGMA 2004

Social Status

TraditionalValues Modern Values

Postmodern

Values

ValueOrientations

TARGET CUSTOMERSThe world of “Old Money”, also “New Money”Entrepreneurs, owners, up- and coming executives. Important Values: Status & prestige, belonging to the ”rich and beautiful”, self-reward through luxury consumption

Projected Brand Identity and Core Social Milieus

SocioCritical

Segment

Cadillac Global Target Audience

Who are they?• A globally consistent target audience!

– “Social Climber” milieu in Europe, nearly identical to “High Rollers” target in U.S.

• Self made people• More daring• They want to be seen• Roughly 75% males in their 40’s to early

60’s, married with a family• Over 50% with university/higher

education

Cadillac Global Target Audience

• Over 50% with university/higher education• HH income over 75,000 Euro• High profile entertainers and sports

figures, entrepreneurs and the entrepreneurial minded, financial services directors/upper management

What do they expect from life?• The pursuit of challenges and adventures• Want to be seen as an achiever• Want to “blaze their own trail” and let

others follow

Cadillac Global Target Audience – Customer Product Requirements• Car characteristics – the car is an

extension of the owner’s personality

• A leading edge design that looks like nothing else

• Car reflects the extroverted attitude of the driver

• Desires the finest materials both inside and out

• Requires a car that performs well under all driving conditions

• Drawn toward advanced, but beneficial luxury oriented technologies

Historical DNA Uncompromised Product Enablers

2. Cadillac PerformanceA unique combination of sporty performance(acceleration, handling, braking) and luxury vehicle ride & refinement (NVH) without trade-offs.

3. Purposeful Innovation: The leader (first-to-market or finding a better approach) in defining new segments, luxury features, product solutions, and customer amenities that deliver a ‘wow’ factor and enhance the overall driving experience.

1.Dramatic PresenceBreak through designs with a commandingroad and visual presence. A bold designvocabulary with confident attitude. Cadillac designs set each vehicle apart as the ‘boss’ of its segment.

V16 Engine

“Innovation”

“Style”, “Success ”

Cadillac Brand – Product Vision

Primary Competitors

Competitive area where Cadillac brand and products

must grow its position!

Jaguar

Key Cadillac Competitors

Cadillac Dealer Network

• Coverage goals – 75-80% of market within a 30 minute drive:– Requires roughly 200 dealers plus

100 repairers

• Goal is to grow as volume and dealer viability dictates

• Currently, 161 dealers including 22 Experience Centers

• Experience Centers provide the highest level in premium service:– Roughly 15% of total dealerships

Cadillac Retail Environment – Exterior

Warsaw, Poland

Vienna, Austria

Cadillac Retail Environment – Interior

Cadillac European Model Lineup

SRX Crossover STS

STS V-SeriesXLR V-SeriesEscalade

New This Fall

CTS Sedan BLS Wagon

BLS Sedan

THANK YOU FOR YOUR ATTENTION