Revitalization Cadillac - remember Cadillac brand renaissance.docVIP

 PAGE \* MERGEFORMAT 9 Revitalization ‘Cadillac’ - remember ‘Cadillac’ brand renaissance For a long time, the U.S. auto market has been dominated by the Big Three automakers (General Motors Corp. accounted for 42%, Ford Motor Company accounted for 28%, Chrysler 11%), in which GM Cadillac is ‘world standard’, has led the trend of the world’s luxury car status. However, by 80 years, passage of time, the U.S. Big Three’s market share dropped to 67.8%, while the Cadillac in the luxury car market share and reputation of not only face the challenges of the domestic competitors, but also by from the European and Asia, the threat of competitors. By 1999, the United States since the 30s will dominate the luxury car market, Cadillac and Lincoln in the United States sales by the German Mercedes-Benz cars and Toyota Motor’s Lexus beyond, sales finished third, another challenger, BMW is also followed. After experiencing the glory of those far away, the Cadillac brand has experienced all the way to this well-known travel fatigue. Than 20 years, Cadillac’s mistakes in the design after another, this once prominent in the history of the brand has become a faded idol, and even become the object of some people ridiculed. After many years only in the rhetorical emphasis on the importance of the traditional Cadillac, after General Motors decided to spend great efforts to revive the legendary brand. First, the plight of long-standing Cadillac’s frustration began in the 20th century, 60’s and 70’s. Although the experienced World War II veterans like to use a giant Cadillac sport utility vehicle, but the protest against the Vietnam War generation who refused to luxury and ostentation; In addition, they also like their parents did all the superstition United States.In the 20th century, 80 years, after World War II baby boom generation born in a time when about to enter the market, Cadillac committed a series of serious errors. GM’s luxury car division of this quality and styling i