General Motors' new U.S. marketing chief Chris Perry talks about what it plans for Buick and Cadillac – its two brands that are geared towards the luxury segment. Perry said that GM defines two distinct groups within the luxury class. He said that Buick is an "approachable" premium brand and has the ability to rival Lexus, Acura and Infiniti when it comes to understated luxury.
On the other hand, Cadillac can compete directly with Mercedes, BMW and Audi as it is targeted at drivers who value dynamic performance and styling and those who like attention. While Cadillac can be comparable to the German brands, he described Buick to line up more to the Asian brands.
Since January when Perry started leading GM’s marketing, he has made it a priority to position Cadillac and Buick. Before taking on this new task, Perry was Chevrolet's marketing chief for nine months where he helped relaunch the brand under the "Chevy runs deep" tag line.
Fallon Worldwide has created a new ad campaign for Cadillac that defines it as "red-blooded luxury." Perry asserts that Cadillac is desired by those who love individuality, and are enthusiastic and entrepreneurial.
Buick’s commercial from ad agency Leo Burnett had been seen during the NCAA men's basketball tournament. This ad features a guy driving around in a Buick Regal turbo.
Perry also pointed out that Buick's campaign appeals to "introverts" while Cadillac’s marketing is meant to reel in the “extroverts.” Byron Hansen, who owns a dealership near Salt Lake City that sells Buick and Cadillac, agrees with this observation. He said that Buick appeals to wealthy buyers who don’t want to have a luxury image.