Do Companies Like Cadillac Only Fool Themselves When Their Marketing Brags They Are As Good As The Audi's And BMW's For Less?

As I'm taking the morning reins this week because 009 is getting a well deserved vacation, I saw an article about Cadillac's new 410HP XTS being $11K cheaper than a BMW 7-Series.

And in my PRE-Starbucks mode it got me thinking.

Now I'm sorry for picking on Cadillac here but they were top of mind when I saw this piece.

Honestly, it could apply to a NUMBER of car manufacturers like Acura, Hyundai, Kia and the like but this Caddy example fits quite well for purposes of making my point.

And let me say I'm a fan of some of the current Cadillac product as well as a diehard lover of their classic stuff from the 50's and the 60's.

But I can't help but think they are HURTING themselves with the marketing angle they take.

Yes, the new 410HP XTS is $11k cheaper than a BMW 7-Series.

But is it a REAL rival to that or an Audi A8 or S-Class?

Our question today is do they TURN OFF more people taking that tact then if they would just focus on the nice car they've built and let it stand on its own merits?

Do you think this REALLY works on customers or are they just fooling themselves?

My guess is that the number of times a REAL 7-Series customer ended up leaving a BMW dealership to buy a Cadillac was say, NEVER.

Oh and by the way, I've YET to see an XTS's on the streets in California. Not a good sign.

Spies, discuss...

Don't forget to enter the eBay Fantasy Car Sweepstakes!

eBayMotors has put an all new Nissan GT-R in the eBay Garage and is GIVING ONE AWAY TO ONE LUCKY WINNER!

Here are the details:

eBay Garage is hosting the Fantasy Car Sweepstakes from June 6th through July 4th, with daily drawings of $50 eBay gift cards to one winner each day. The grand prize winner of the 2013 GT-R® should be announced around July 22nd. You can join in the discussion of the new community and the sweepstakes on Twitter using #eBayGarage. Look for coverage of the Nissan GT-R® that we are giving away for the entire month of June at the eBay Garage.

The contest ends July 4th so HURRY!

For more information, see the official rules page for details and CLICK HERE to enter.

FULL eBayMotors eBayGarage Fantasy Sweepstakes Gallery

carsnyc - 6/24/2013 12:20:50 PM

+2 Boost

Good post. Couldn't agree with you more A001.

Sciros - 6/24/2013 12:36:00 PM

+4 Boost

You wouldn't see an XTS in Cali whether or not they took this marketing strategy. But hey look, this strategy isn't aimed at people who've settled on a 7-Series or S class. It's aimed at people who aspire to own a large luxury vehicle and haven't yet abandoned the domestics but MAY abandon them unless the domestics put up a good enough fight. That's where this kind of marketing comes in. It's "hey you might be looking at getting something fancy now that you're retired and have some money to spend... well buy a Caddy and have money left over for a vacation instead of a BMW." It's not "hey automotive enthusiast who for whatever reason isn't flipping straight past the XTS ad without even reading it, have we got a deal for you!" heheh So yea of course for people like you who wouldn't pick an XTS _anyway_ this sort of ad reads silly. You're not the target demographic.

NeoReaper - 6/24/2013 12:40:50 PM

+2 Boost

I'm not sure I ever read anything from Cadillac that directly states the XTS is a vehicle built to compete with a 7 Series for less money but even if so, I don't think there's anything wrong with that. A full-size luxury sedan doesn't need to be RWD to be competitive, so why can't this vehicle attempt to do so? Is there something inherently wrong with this car which makes it unqualified to compete? I find the comparison to Acura, Hyundai, and Kia strange since the biggest problems with these companies tend to be lack of luxurious materials and a nameplate with limited prestige/recognition.

Agent001 - 6/24/2013 1:37:45 PM

+2 Boost

I'm talking about the strategy in general like the ATS is better than 3-series, etc. And Hyundai who claimed Genesis was a 5-Series challenger.

Both decent cars but no match for their comparator.

001

NeoReaper - 6/24/2013 1:46:20 PM

+1 Boost

Well, this strategy would be considered market positioning. Would it make more sense to say your product is inferior? I would like to point out that I i did bite the bullet on a 3 Series but to say the ATS is no match is kind of silly. My reasoning behind the 3 Series purchase was mostly due to its size, it better accommodates children's seats. I can't really comment on the Genesis since I haven't been in one yet but the ATS is no slouch.

Agent001 - 6/24/2013 1:59:23 PM

+2 Boost

What would be wrong using an apple strategy and saying that it's the best cadillac ever made and can stand against anyone. Come test it to find out. A more general approach.

Please don't confuse my feelings about Cadillac as well. They're building a nice car and have nothing to be ashamed about.

Go after cars that are vulnerable FIRST, then once you have momentum start pushing harder.

001

NeoReaper - 6/24/2013 2:15:44 PM

+2 Boost

I see what you mean and you definitely have a point. I guess their marketing team considered a "direct comparison" approach as being a more effective way of getting their new vehicle noticed. It might not be the "best" approach but it definitely got a good amount of attention. In the past, Cadillac hasn't been known for making the sportiest of vehicles, so maybe this was deemed a good way of changing the overall brand perception. Do you feel that this has actually hurt their image in some way?

Agent001 - 6/24/2013 3:11:50 PM

+1 Boost

I do because it's like if you say you're cool, you're not. Let others say it. Otherwise it's phony and you embarass yourself.

001

NeoReaper - 6/24/2013 3:20:28 PM

+1 Boost

How is claiming to be the "Ultimate Driving Machine" not similar to the idea of saying "hey, I'm cool"? Doesn't that make BMW "not cool"?

Agent001 - 6/24/2013 4:20:15 PM

+1 Boost

If Cadillac was awarded best car 20 years in a row, they could say that. Almost going out of business and then coming back with above average cars (not game changers/superlative), doesn't allow you that leeway.

001

NeoReaper - 6/24/2013 4:32:31 PM

+1 Boost

But you yourself pointed out that you should go after the car that is vulnerable. Technically, BMW is more vulnerable now than its been in the past decade. The ATS is more than just an above average car and that's exactly what they are trying convey but you appear far too blinded by your misplaced loyalty to BMW. I like my new 3 Series but it is definitely inferior in certain areas when compared to its competitors. There is no difference in BMW claiming to be the best or Cadillac claiming to be the best. The fact that you're okay with one company taking this stance and not the other goes to show how extremely biased and misinformed you are. It doesn't matter how many years you've made a good product in a row... All you have to do is drop the ball once and someone can seize the opportunity.

dayday - 6/25/2013 9:08:32 AM

0 Boost

I do like the new ATS, but if you simply look at proper comparison test results. ATS has very few victories against 3 series and 3 series is still winning a lot of comparison tests despite not being the most sporty of all. But again, I do think Cadillac have succeed on attracting lots of attentions by their marketing exaggeration. And I also think that BMW does need to do a lot better with their next 3 series to stay on top as the true "ultimate driving machine". (The new Lexus IS350 F sport seems to be kicking ass at the moment"C&D tests", looking forward to see more comparison tests.)

NeoReaper - 6/25/2013 11:06:39 AM

+1 Boost

If you look at the factual stats like quarter mile, braking distance, and skid pad results; you'll see that the ATS is highly competitive. Losing is comparison tests because of highly subjective feel by so called "journalists" is pretty much worthless information in the real world.

The new 3 Series is very nice and I like how much comfort they dialed into the chassis. I remember when a lot of "journalists" claimed that BMW nailed the electric steering with the F30 chassis, claiming it was the first one to offer good feedback but to all those people I say BULLLSHIT. Audi's B8 steering is much better than BMW's F30 if you want to talk about how closely it resembles traditional hydraulic but then again this is technically subjective and that's why the "journalists" opinion was worthless.

Currently, there's been a lot of talk about the "magic steering feel" of the new Lexus IS. Unfortunately, I haven't had the opportunity to drive it yet but based on the factual numbers; its not something I'm in a hurry to go try. It has inferior engine options, transmission choices, brakes, and skid pad results. "Journalists" can praise it but I reserve my doubts and the numbers give me little enthusiasm to try it.

mini22 - 6/24/2013 6:45:09 PM

+2 Boost

I guess a case can be made that Cadillac came up with this marketing perhaps after the numerous tests by car magazine journalists rated the chassis and the steering of the ATS better than the 3 series. I don't know if that is true. However if this indeed is what happened than their marketing is not pie in the sky or wishful thinking. There is some consistent data to back this up.If the Cadillac STS compares closely to a BMW 5 series etc. yes this could bode well for marketing as well. But really is the marketing going after the existing BMW customer or trying to snag the potential new customer away from BMW?
Also is this marketing really for the non auto enthusiast customer looking for a nice luxury car? I would think that individual would be more suceptible to marketing than the knowledible auto enthusiast.If that's what Cadillac is doing more the power to them.

t_bone - 6/24/2013 11:04:56 PM

+2 Boost

For all I know these could be amazing cars. But the styling is so far away from my taste I would never consider one.

wins555 - 6/24/2013 11:20:07 PM

+3 Boost

In the end, consumers decide.

LJ745 - 6/25/2013 9:40:02 AM

+3 Boost

I never pay attention to subjective marketing or reviews. For instance, car mags rating a chassis as "better feeling" or some other BS is too subjective. Give me numbers or GTFO is my motto. After all, I can't account for the bias that may be in any review or ad. For instance, C&D may simply be trying to stir up controversy to increase sales, may be getting input from Caddy, may be on the take, may simply be bored with BMW always being awesome, or may be telling the truth. However, without real data, it is all meaningless fluff. When the ads/mags can point to real data that has been independently verified, then they'll have a leg to stand on. Until then, it is pretty mych meaningless.

NeoReaper - 6/25/2013 11:09:13 AM

+1 Boost

So true, so true... Amen

NeoReaper - 6/25/2013 11:10:09 AM

+2 Boost

Because a re-badged Chevrolet is better dumbass...

detfan - 6/25/2013 11:30:17 AM

+2 Boost

Well, the ATS DOES handle as well as an M3, that is for sure!! Plus it looks better, and the interior is superior, but hey, let's not offend the Beemer fan base!! LOL

keyzi747 - 6/25/2013 5:40:23 PM

+1 Boost

Long term maintenance and durability! Ive owned a 2008 CTS for 4 years with no isues whatsoever! But my 2010 335i has been in and out of the shop many times! To say the least, I will be looking at Caddy again to replace the BMW.