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Automotive News & Views Can GM make Cadillac the standard of the world Again?
6098 messages, Last post on Aug 14, 2009 at 4:43 PM
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Replying to: habitat1 (Jan 07, 2008 10:01 am) |
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Replying to: louiswei (Jan 07, 2008 10:02 am) Lexus doesn't exactly have a young "hip" image but, on the other hand, Cadillac still has an image among some of appealing to the very old and dead demographic. Perhaps that is changing. But they do spend as much advertising dollars on the Senior PGA tour as the regular PGA tour. Saw that in the WSJ a few weeks ago. Author joked that they should come with Viagra (another big Senior Tour advertiser) in the glove compartment.
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Replying to: habitat1 (Jan 07, 2008 10:24 am)
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Replying to: louiswei (Jan 07, 2008 9:41 am) Very true but if we look at Mercedes their average age is 59, 6 years older than Cadillac (53). Heck Rolls is a dead old age of 63  . Lexus is just under Cadillac with 49. Even BMW with their very youthful/sporty/performance high volume 3 series has an average of 46. So it really looks like the major reason that Cadillac and others in the same $ ball park are buyers with an average of close to 50 is due to wealth, and most of the wealth in this country is held by older folks. And if you look at the younger average ages you see that they are all low priced marques. Who woulda thought!! But there is no doubt that if Cadillac wants to attract the same buyers as BMW they have their work cut out for them. CTS is just a start. When they drop the DTS next year most of those buyers will swap over to the STS but many will just keep their DTS untill they can no longer drive. In the short run dropping the DTS should drop Cadillacs average age but in the longer term they need to continue to go after the baby boomers with a different kind of product.
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The 2008 model year just started a few months back so I think we should see where the CTS stands after a full year. I would think it appeals to more younger people than before. One probable reason why CTS is selling to an older crowd relative to it's 2007 version is because the ATP is probably $5000 higher. The 2008 has more content and the ATP is always much higher for any new vehicle at it's new model intro. People pay closer to MSRP, buy more options and get the higher models. Couple years into it's life cycle it goes the other way. SOOO, again the wealthier buy in the first years and that means the older consumer is buying. |
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Replying to: 62vetteefp (Jan 07, 2008 11:24 am) I'm actually surprised that the average age of a Rolls owner is only 63. About half of the ones I see are being driven by a chauffer and "Miss Daisy" looks to be in her 80's or 90's. Maybe it's the kids buying the car for mom and writing it off as a medical expense.
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Replying to: habitat1 (Jan 07, 2008 12:46 pm) Someone earlier on posted it.
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