Selling more Cadillacs vs Brand Purity

Brand Purists have a particular archetype of a brand in mind, and rail against any example of the brand that does not fit that archetype.  For example, Porsche Purists loudly rumbled back in the day when the first Porsche cars were made that were not rear engined and air cooled like the original 356s and 911s.  Later, they almost passed out when Porsche began to make SUVs.

Some Cadillac brand Purists likewise have in mind a limited path for Cadillac.  To the Purists, Cadillac should ONLY make the finest, most luxurious, and highest performance vehicles possible.  All Cadillacs should luxurious in all ways — luxuriant interiors, excess power, hand tailored exteriors, the perfect example of a motor car.

The problem with such a limited view is just that — it is limited.  Cadillac does not have just one type of Customer.  There are a spectrum of People who buy and enjoy Cadillac vehicles.  Some people want the all-out no-holds-barred super car, and Cadillac makes the V-Series for these Buyers.  Some Cadillac Buyers want Style and Efficiency more than all out performance, and Cadillac has configurations within each model line that address this sweet spot.  Some Cadillac Buyers want a vehicle that makes a statement, and Cadillac offers models that do that.

Real car people know how to sell cars.  If you love Cadillacs you want Cadillac to sell more vehicles so that they have the resources and enthusiasm to make the kind of Cadillac that you love.

Purchasing a Cadillac is the very best way to encourage the Cadillac Team to make the kind of automobile that you enjoy.

Marketing a product to Buyers who think they don’t want your product?

Classic marketing praise is “he could sell ice to Eskimos”.  In other words, a really good sales person can sell people things they don’t even need (it is assumed that Eskimos have access to near infinite amounts of free ice).

I was thinking more about the concept that Engineers are very good at solving problems with reality, but not as good at solving problems in perception.  Cadillac currently offers a wide line of very desirable vehicles at relatively affordable prices.

So how should Cadilllac sell good products to people who *think* they know that they don’t want their product?

Here is one concept for a new approach:

Buyer:  I don’t want a Cadillac.

Cadillac:  Okay, what are you looking for?

Buyer:  [Buyer changes with each phrase]: I want a luxury performance car // or I want a smaller or larger SUV // or I want a luxury sedan // or I want a super-performance sedan // or I want a luxury sports convertible.

Cadillac:  Okay, we have that.

Buyer:  [Buyer changes with each phrase]: But I don’t want a Cadillac.  I want it to be quick and nimble  // I want it to be a formal sedan // I want it to be a SUV and carry all my stuff // I  I want it in a station wagon so I can fit in my gear

Cadillac:  Okay, we have that.

Buyer:  [Buyer changes with each phrase]: But I don’t want a Cadillac.  I want a car that says Young, Successful, and Sexy. // or I want a car that says “I have arrived” // or I want a car that says “I care about the environment” // or I want a car that says “Wow!”

Cadillac:  Okay, we have that.

Buyer:  But I don’t want a Cadillac, do I?

Cadillac:  We have the Cadillac you want.  We have the Cadillac your friends want.  We have some Cadillacs that EVERYONE wants.  We actually are in the business of making Cadillacs that people want.

Buyer:  So I can have a Cadillac?  Cadillac is cool and I missed it?

Cadillac:  Welcome home to the new generation of innovation.  We’re glad you’re here.