Cadillac has a ten-year plan in place and a new product launch scheduled every six months through 2020. The first vehicle to make the march is the Cadillac XT4. For Cadillac to achieve the plan, they are going to need to appeal to the younger group.
Robin Krieg Lead exterior designer, XT4 talked about what luxury means to a younger customer, “it’s not the same thing to each young person. It can be understated, and sometimes you can dress it up or dress it down.” That’s how Cadillac came to the dual persona trim level strategy, where you have the luxury persona and a sports persona.
On the luxury persona, Krieg says, you focus more on the details of the car, while the sports persona focuses more on the proportions and athleticism of the vehicle.
Krieg realizes that Cadillac’s aren’t known for being small, that the Escalade is the flagship of the brand, but how do you transfer that down.?