Cadillac’s “Black Car” Marketing Strategy fro the XTS

2010 Cadillac XTS Platinum Concept (6)

The luxurious XTS sedan will make it in showrooms in 2012, in the late spring or early summer. It will be targeted at high-end consumers who want comfort and cutting edge technologies in their cars every day. The car is meant as a fierce competitor against awesome vehicles like the Mercedes-Benz E class, the Audi A6 and the BMW 5 series.

Getting a person who loves the aforementioned cars into a Cadillac XTS can be a difficult task. The marketing manager of the XTS, Patrick Nally knows that many who are interested in buying a BMW or a Mercedes are not very likely to also consider a Cadillac as a good alternative. “They do not put us on their shopping list”, he said.

For this problem, Nally and his team found a unique solution: they will make the car available for the “black car” business. This refers to the luxury livery vehicles that can be seen at hotels and airports transporting rich and important people to their destinations. Making the XTS a new, very alluring “black car” will give many people the opportunity to experience the awesomeness of the sedan, including those who would otherwise not get into a Cadillac. The strategy is good and we hope the results will be satisfying too.