Though pleased with the success of its Escalade SUV among younger, affluent drivers, and its continuing appeal among older Americans, Cadillac trying a new campaign to generate interest among demographic groups not yet seduced by the luxury brand. New agency Modernista and Cadillac's in-house branding unit are targeting drivers who are in the market for an upscale sedan or SUV, but are more likely to consider Lexus or BMW than the GM nameplate.

Related Summaries