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.

If you liked the article, share on:


Login or Create new account to add a comment!


Ever heard of the “Lynk & Co” automotive brand? Well, it is highly likely people haven’t. This is practically because this is new brand created by the joint venture between...
by - October 25, 2016
Mitsubishi is now officially part of the Renault-Nissan alliance after Nissan took over the Japanese car company recently. We know a lot has been happening in the car industry, but...
by - October 24, 2016
Driving the newest 2017 BMW 5-Series (G30), Clive Owen (Closer, Children of Men) returns to his role as “The Driver”. In this latest installment, what initially starts as a simple...
by - October 24, 2016
Many had wished that a Lamborghini Huracán Superleggera would somehow make a surprise debut at the recently held Paris Motor Show. Sadly, not a single Lamborghini appeared anywhere in sight....
by - October 24, 2016
Aston Martin and Red Bull Racing teamed up for the first time in creating what looks like one of the most ferocious beasts in history. The British car manufacturer has...
by - October 24, 2016