Over the last four years, Cadillac has become one of the leading success stories of the world’s automobile industry and in the Middle East in particular, where Cadillac has long been a regional favorite.  A renaissance led by a new approach to design has returned Cadillac to the pinnacle of the motor industry and the brand has broken through to new levels of luxury, performance and quality.

 

To re-establish Cadillac as the most aspirational, expressive and technologically advanced luxury brand in the market, General Motors set about a radical overhaul of every area of its Cadillac business.  A new range of products relevant to the needs and wants of contemporary luxury buyers was unveiled, a Cadillac-specific premium retail network was established and a major emphasis was placed on enhancing the prestige of the Cadillac ownership experience.

 

“Our business is about 50 per cent art and 50 per cent science,” says Fadi Ghosn, regional marketing manager for Cadillac.  “The art is in the styling, the design, the engineering of the vehicle and maybe even the marketing, while the science is in the manufacturing and purchasing.”

 

The updated portfolio of Cadillac models includes award winners and category beaters across the range:

 

XLR – a luxury roadster with performance car roots, the XLR is both stunning to look at and amazing to drive.  Packed with innovative features, the XLR is the ultimate expression of what the new look Cadillac range is all about.

 

Escalade – the Escalade family has been one of the major hits in the rebirth of the Cadillac brand and the line-up has proved to be exceptionally popular in the Middle East.  The Escalade sets new standards in the luxury SUV market combining standout styling with ingenious technology.

 

SRX – the SRX luxury utility is a true drivers car and unlike anything else available on the market.  It looks fabulous and has precise road manners all in a very innovative overall utility package. That is why Car & Driver magazine voted the SRX as the best luxury SUV for 2004.

 

STS – the latest arrival to the Cadillac range, the STS is a luxury performance sedan that raises the bar in a very competitive segment.  Its combination of styling, luxury features and outstanding performance will no doubt be a big hit in the Middle East.

 

CTS – the CTS embodies the new Cadillac art and science philosophy that has been central to the brand’s rebirth.  This mid-size four door sedan is uniquely styled and has incredible performance and driver response.  Its luxury interior and comprehensive safety features complete a very strong overall package.

 

DeVille – the DeVille is an established favourite in the Middle East and is the only passenger car to offer the innovative Night Vision feature.

 

This new portfolio that has been designed and built for global markets has captured the imagination of luxury consumers across the Middle East and sales continue to rise strongly.

 

As part of this renaissance, Cadillac has invested hundreds of millions of dollars in the development of new products and manufacturing facilities.  Retailers across the region are supporting that outlay with their own significant investment.

 

From Beirut to Bahrain, millions of dollars are being invested by retailers in dedicated, state-of-the-art showrooms and service facilities for the luxury brand, showing their own belief and commitment to the brand’s resurgence. 

 

“The key here is that our great new products are being complemented by outstanding customer service,” said Ghosn.  “We have selected one retailer per country to build dedicated Cadillac facilities so that they can give our customers the first class sales experience and after sales service they deserve.”

 

For over a century, Cadillac has been known for breakthroughs.  The rebirth of the brand over the last few years may be the biggest breakthrough yet.

 

For further information, visit www.cadillacarabia.com