Posts from ‘Brands and Marketing’
The premise underlying Cadillac’s decision to market a subcompact car in the U.S. beginning in 1982 was perfectly sound. The luxury division of General Motors was looking for a way to reach younger consumers, and a smaller, more affordable offering made sense. It would enable the brand to bring new buyers into the fold sooner rather than later, and hopefully those customers would move up to a larger, pricier Cadillac when trade-in time came.
One relatively easy way for an auto manufacturer to spur the sales of a given model is to play around with the trim levels offered.
By Tim Healey
You’re in the market for a car. You’ve determined that buying new isn’t for you, at least for this vehicle purchase. As you do you research and start paying closer attention to car commercials on TV, you start hearing a certain term being thrown around—certified pre-owned.
What makes a vehicle important? Sales, obviously, play a big factor. Any car or truck that sells well can be considered important. And, as it turns out, all of the vehicles on this list did well in the showroom.
The American auto market place tempts many a foreign car builder, and for good reason–Americans buy a lot of cars, and well-equipped cars at that. Margins on cars sold in China, for example, are about half that for vehicles sold here in the States.
For a number of reasons, automakers have been pulling ahead model year introductions lately. It is now not uncommon for a largely unchanged car to be rolled over to the next model year in February or March, for example.
One of the easiest shortcuts in marketing is to name a product for a well-regarded geographic location. In doing so, a company can evoke the charm/ruggedness/sophistication/opulence of said place, thus saving considerable advertising time and effort.
General Motors’s Buick division issued a press release today announcing the creation of a new top-line luxury sub-brand: Avenir. Per Buick spokesperson Arianna Kughn, Avenir will function for Buick much like the Denali sub-brand does for the GMC truck and SUV lineup.