General Motors wants its new Cadillac marketing campaign to be the first step in winning sales from BMW, Lexus and Mercedes-Benz.
"We need to build aspiration and do a better job at getting into the head of the Lexus, BMW and Mercedes owners and really solidify Cadillac from the standpoint of a worldwide premium brand," Mark LaNeve, GM's vice president of vehicle sales, service and marketing, said during a conference call with analysts. "The new campaign is going to do that."
GM has launched two 30-second TV commercials for Cadillac. For the first time in four years, Cadillac commercials will not feature Led Zeppelin's music or the voice-over work of actor Gary Sinise.
The print ads began appearing in national publications in late July and this month.
"Given how big Mercedes, BMW and Lexus are, everyone's going to target them as the ideal customers to steal," Jim Taylor, Cadillac's general manager, said in an interview with Automotive News .
The two commercials, called "Crest" and "Heart," use soft music and emphasize the brand's craftsmanship and performance, Taylor said.
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