Panel Perspectives: Marketing Strategies to Engage Consumers and Drive Revenue

Tara Brannigan

Head of Marketing and Member Services

NEW SERVICES TO GENERATE $1.5 TRILLION IN REVENUE

$2,750

$4,000

$720

$1,200

$30

$1,500

$0

$1,000

$2,000

$3,000

$4,000

$5,000

$6,000

$7,000

$8,000

2015 2030

$ B

illi

on

Automotive Revenue

New Services

Aftermarket Sales

One-Time Vehicle Sales

New Services:

SHARED MOBILITY

+

CONNECTIVITY

=

BOOK by Cadillac

Source: McKinsey & Company; Automotive Revolution – Perspective Towards 2030; January 2016

126

Convenience

FlexibilityChoice Access

Experience

Simplicity

VALUES OF TODAY’S LUXURY CONSUMER

127

• CONCIERGE WHITE GLOVE VEHICLE DELIVERY

• NO-COMMITMENT MEMBERSHIP

• INSURANCE, REGISTRATION, AND MAINTENANCE INCLUDED

• CURATED CADILLAC FLEET TO CHOOSE FROM

• $1800/MONTH MEMBERSHIP FEE

MONTHLY CAR SUBSCRIPTION SERVICE FROM CADILLAC

128

Select the vehicle you desire with the BOOK by Cadillac app.

Get your reservation confirmed within minutes.

Enjoy for 30 consecutive days and exchange vehicles up to 18 times per year.

1

2

3