General Motors Co. is marketing Cadillac in China in a simple yet unique way – by displaying a scale model of the luxury brand’s U.S. presidential limousine on a special pavilion in Beijing. General Motors Co. executives gathered in the China’s capital to celebrate the opening of the pavilion, also an effort to attract customers of other brands to Cadillac.
GM’s marketing strategy in China involves letting people know of the Cadillac's 110-year heritage – which includes its role as the president's car. GM is currently preparing to push the brand’s luck in China, where Cadillac sales, consisting of around 30,000 vehicles, are only a tenth of Audi’s deliveries at 308,808 units.
The Chinese luxury car maker is currently ruled by Audi and other German brands. GM’s revitalized Cadillac thrust in China includes introducing new products, hiking domestic production and increasing the number of its sales outlets, with an aim to upsurge its sales in the Asian nation by at least 500 percent to be at par with it US sales by 2012.
If GM succeeds in closing the gap between Audi and Cadillac, the US carmaker could be well assured that its lead against Volkswagen would be maintained.
According to car industry analyst Michael Dunne, some Chinese may not like the U.S. but most of them admire and respect the power the country possesses. Being the owner of an American car is seen as an opportunity for them to experience that. Cadillac’s Chinese push is part of GM CEO Dan Akerson's plan to propel Cadillac as a top global brand as well as to circumvent the risk of declining sales of high-profit trucks.