Under the guidance of Melody Lee, Cadillac is aligning itself with fashion-forward brands like Vogue, Saks Fifth Avenue, and Bergdorf Goodman to court a powerful, previously untapped demographic: women.
For years, the buzz out of Detroit has been a new focus on smaller cars, to compete in a market where gas costs $4 a gallon. Which makes Cadillac's latest concept offering bizarre, to say the least: The so-called Ciel harkens back to the company's massive land yachts of the 1960s and 1970s. You know, those massive "coupes" that took about seven turns of the steering wheel to back out of a parking space. But it's a credit to the brand's current designers that this whale, while reveling in some of the worst days of American auto design, actually looks pretty stylish.
This Super Bowl, Mercedes translated its century-old brand to younger audiences through social media—and with the help of tennis superstar Serena Williams, Fall Out Boy's Pete Wentz, and Run-DMC's Rev Run.
The very idea of a luxury car used to be synonymous with a big hulking sedan or SUV that declared your net worth through its outsize footprint. But then along came the Prius, driven by the likes of Tom Hanks and Leo DiCaprio. And then there's the fact that city dwellers, the richest consumers out there, never found big cars terribly convenient.
Cadillac has now jumped on those twin societal trends, and produced a city-car concept that's meant to be as luxurious as it is small.