Cadillac figures everyone already knows it’s American, so it’s pitching itself more as a global brand rather than emphasising its origins. “We’re not even really leaning into American,” Melissa Grady-Dias, Cadillac’s global chief marketing officer, told Australian and New Zealand media. “We’re leaning into the spirit of Cadillac, versus [the spirit of] America.
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Cadillac is launching here this year as an electric-only brand, with arguably the most iconic and most distinctly American member of its current range – the V8-powered Escalade – off the table for our market . “We’ll definitely use [its American origins] a little bit. But what we found in the research is people only seem to know what they see in American pop culture, which is Escalade generally,” said GM International communications director Lauren Indiveri-Clarke.
“So the Lyriq for them, whether we said it was American...
they haven’t seen it. They don’t know it because it’s not in pop culture for them as much. “So.
.. we’re not totally going away from the use of [Cadillac being American].
We’re just not leaning as heavily as they do [in the US] on that.” That has seen the company make some changes to its advertising, though Ms Grady-Dias says the campaigns “aren’t really different”. “We got some interesting feedback around the advertisin.