Cadillac launches first nationwide advertising standards for individual dealerships

Article by Christian Andrei, on January 24, 2012

To compete with German automakers, Cadillac has launched its first nationwide advertising standards for individual dealerships. These standards, which have to be met by all dealerships nationwide, include national ad requirements. For example, terms such as "below-invoice" and "off sticker" are banned. There also has to be a minimum of a quarter-inch space between the newspaper ads of Cadillac and Chevrolet.

The rules will take effect beginning February. In an interview with Automotive News, Cadillac marketing boss Don Butler said that Cadillac communication should always be in a “very luxurious way” and there shouldn’t be any “screaming discounts” or “below-invoice sales." He said that even dealers who carry multiple franchises have had to follow these advertising standards for some time now.

Cadillac’s new rules take effect on the following dates: Feb. 1 for print ads, March 1 for TV and radio spots and April 1 for digital ads. A warning is issued to those who violate the rules for the first time.

Dealers who commit a second offense will have their reimbursements for ad expenses cut. Both dealers and GM contribute to this money pool termed as the local marketing allowance. Dealers who violate these rules for the third time in a 12-month period forfeit a whole month’s worth of cooperative ad money. They also won’t qualify anymore for year-end awards like the GM Dealer of the Year award.

The recently unveiled 2013 XTS is only the newest model to be part of the luxury sedan lineup of Cadillac, it also appears to be the production car that is the most technologically advanced to come out form the brand. In terms of size, it is larger compared to the CTS which means that it has the dramatic presence, elegance, and space that models from Cadillac are known for. The main difference is that this new model utilizes technologically advanced methods in order to modify it for the new generation of luxury consumers.

Inside the 2013 XTS is the CUE, a never before seen feature wherein comprehensive in-vehicle experience is combined with intuitive design to have information and media commands and controls that can be considered as a first for the auto industry.

CUE (“Cadillac User Experience”) is a user interface that allows for customization. This feature is therefore a good example when it comes to a mix of artistic design and advanced technology. The main feature includes the 8-inch (203 mm) screen placed on the center stack, controls on the steering wheel, and the faceplate underneath the screen.

The CUE contains a number of aspects considered as first in the industry like natural voice recognition, gesture recognition, and capacitive-touch control that comes with proximity sensing. Then there is the exclusive 12.3-inch (312 mm) cluster that can be also be reconfigured. This has a vibrant graphic display which can come in four themes to be chosen by the driver. It includes one where there is minimal information and that can go all the way to showing extensive information.

New 2013 XTS though is not only about the CUE as there are a number of other advanced technologies integrated to it. For instance the 2013 XTS may be the sole luxury sedan to have the Magnetic Ride Control, considered as the fastest reacting suspension in the world. There are also various advanced technologies aimed at improving safety and vision, with many of them near the driver. Under the revamped lineup, Cadillac made sure to place the 2013 XTS just above the flagship CTS range.

Powered with a direct-injection 3.6-liter engine and having an advanced all-wheel drive system, the 2013 XTS marks the move to bring to the spacious luxury sedan a performance that is more efficient. Cadillac Marketing Vice-President Don Butler shared that the new XTS is an example of a luxury vehicle that has advanced technologies.

He added that the 2013 XTS reveals how the brand has managed to evolve its Art & Science philosophy which is using the best technical ideas and combining it with the refined design the brand is well-known for. The new 2013 XTS is slated to arrive in showrooms located in the U.S. and Canada by the spring of 2012.

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