Even when the Cadillac were among the highest price cars on the market, the demand for successful and relatively rich consumers was great. By the end of the 1990s, however, the Cadillac brand had lost much of its attraction, as well as a significant market share. The problem was that Cadillac cars came to be considered as “friendly geriatric land yachts”. Equally negative, many car buyers considered Cadillac as an ordinary high price vehicle, which remains value. Some people, including industry analysts, thought that Cadillac was destined to the junkyard of failed products, a humiliating end for a brand that once dominated the market. Founded in 1902 as Cadillac Automobile Company, the company was famous for its innovations. For example, Cadillac produced the first fully closed auto design and a V-8 engine. For more than three quarters of the twentieth century, Cadillac was an integral part of the cast of brands marketed by General Motors Corp. Chevrolet attracted the mass market for car buyers; Buick, Oldsmobile and Pontiac to the intermediate market and Cadillac to the upper end market. In the 1950s, Cadillac took 80% of the luxury cars acquired in the United States. Even when Cadillac had a relatively small sales volume, measured in units, the brand was very profitable for GM. Over time, although internal competition decreased with the disappearance of the Packard and the Imperial Chrysler, Cadillac faced an increasingly strong competition of foreign brands. Luxury cars from Europe and Asia, mainly BMW, Mercedes Benz, Lexus and Jaguar, grew at Cadillac coast. Numerous car buyers perceived that imported cars were more stylized, they were better equipped or possessed superior values compared to Cadillac and Lincoln brand of Ford Motor Co. In real terms, can General Motors revert the diminishing trend of their Cadillac brand? GM is not in favor of abandoning brands, as did in 2004 with the oldsmobile; without
However, acknowledged that consumers of 50 or more years of age buy more than half of all cars sold in the United States. In contrast, the 30-year-old segment, usually contemplated as a very desirable objective by consumer goods marketing, only constitutes an eighth part of all car purchases in the United States.