MARKETING CADILLAC

Deborah Wahl, formerly at Lexus and McDonald’s, has just been hired to lead the new marketing effort at Cadillac.  Johan de Nysschen, Cadillac’s President, is spearheading the turnaround in the Cadillac division and has played down the importance of market share, which is strong in China but lags in the U.S.  Instead, he favors improving the bottom line by eliminating unfortunate marketing tactics such as sales to rental companies and end-of-month discounts.  De Nysschen also wants better service at the Cadillac’s 900 U.S. dealerships.  All seem like appropriate efforts – we’ll see how it goes: a matter of getting all those “moving parts” functioning together.

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