Crown Motors and Cadillac (1)

Crown Motors and CadillacLauren Jolly, Frankie Vergos, Tyler Brinks, Evan Rogers

Brand Evaluation: Cadillac● Since 1902, Cadillac has been an icon of American luxury. ● “Standard of the World” since 1908● New corporate leadership -- president, Johan de Nysschen --

moved company from Detroit to NYC; attempt at “recapturing the market for American luxury and class”.

● Recognizes need to adapt to younger customer range● Cadillac wants to inspire a new generation of drivers to pursue

excellence, blaze a new trail, and to “Dare Greatly.”

The Cadillac Marketing MessageThe Product● Excellent job of making their most recent products and features the

most relevant and easy to notice at their site. ● They rely on their slogan of “The Future is here. And it’s effortless.”● Ensuring their customers that products are cutting edge ● Their customers know they are innovative and that they offer

quality products

Promotion● Current slogan: “At Cadillac, we dare greatly. Only

those who dare, drive the world forward.” ● Created commercials that show (formerly) ordinary

people who took a leap of faith, stepped outside the box, challenged the status quo, and ultimately found success.

● Each commercial shows a sleek, new Cadillac driving through the streets

Price● “All Vehicles” allows buyers to compare different Cadillac models

on amenity features and price. ● This feature, along with the “Build Your Own (Cadillac)” option,

allows website viewers to compare similar product models to competitors like BMW and Mercedes on dimensions of price, interior, exterior, fuel, etc.

Cadillac Customer Segment● Cadillac is currently synonymous with the older and wealthy

generation (baby boomers)● Attempting to reach out to younger customer segments● Slide-show uses up to date pictures and model drivers that appear

to be that of the 20-30 year old young professional demographic● Website is concise, modern, and neat● Cadillac today is meant for affluent, contemporary, and pioneering

individuals that are ready to innovate -- just like the men & women in the “Dare Greatly” campaign (will the next Steve Wozniak drive a Cadillac?)

Crown Motors Customer Segment

Ottawa County Demographic Information: ● 21.1% of household income is $100,000 or more● Target segment of 25-49 years of age accounts for 30.8% of the

Ottawa County population● From that target segment, 6,937 adults earn at least $100,000

Kent County Demographic Information”● 18.3% of household income is $100,000 or more● Target segment of 25-49 years of age accounts for 33.7% of Kent

County population

Ottawa County Demographics (2013)

Ottawa County Demographics (2013)Household Income for 25 to 44 year olds:

Overlap:● Emphasis on customer satisfaction, exceeding expectations

○ Cadillac -- Highest in Customer Satisfaction with Dealer Service Among Luxury Brands (JD Power & Assoc.); Crown -- Best in WM

● Products range in price (mid-grade to high end cars) Inconsistencies: ● Cadillac is reinventing their brand; Crown is not● Crown does not differentiate Cadillac from their other brands as a

luxury vehicle (Cadillacs are mixed in with other brands at Crown)● Cadillac’s website has a streamlined image -- Crown’s media presence

is outmoded (Car images are not consistent or grainy quality)

Comparative Analysis: Crown & Cadillac

Crown Motors as a BrandHouse of Brands:● 10 different franchises under Crown Brand -- each can affect the

other ● No differentiation between economy brands and Cadillac

Crown Motors as a BrandWays to differentiate to luxury car buyers:● Create a separate dealership that only sells

Cadillacs -- expensive, but an option

● Offer a separate link on their website that focuses solely on Cadillac, and distinguish it from the rest of the Crown page by mirroring themes from official Cadillac page

Further Enhancing the BrandOn the website:● Upgrade images and fonts to match motifs of Cadillac

webpage● Reconsider way to offer immediate online assistance to

customers -- change pop-up live-chat option On their Facebook profile:● Update cover photo -- Cadillac; universal appeal of brands;

image of candid helpful service ● Share more Cadillac-centric posts on social media● Position Crown as an upscale dealership

Sharpe BMW

Sharpe BMW● New lounge and showroom renovations- solidifying image as

a top line luxury dealer● Introducing a BMW Genius program to help customers

understand vehicle features before a sale● Website is clean, modern, and up-to-date with the latest

trends● Strong social media presence● Different from Crown by use of high quality stock photos

taken from actual BMW promo ads

Harvey Lexus

Harvey Lexus

● Website appears very sleek and sophisticated with the black background and box outline

● Slideshow shows many important things: the newest Lexus cars available, promotions they are currently offering, a picture of the dealership location, etc

● Website homepage matches Lexus Font● Updates their Facebook multiple times a day to engage their

customers and keep them as up-to-date and in the know as possible

My Auto Audi

My Auto Audi● Overall, not as visually appealing, professional, and luxurious

in appearance● Other than the brand logo being on their website, they really

don’t do anything that specifically portrays them as a luxury dealer

● They stress their high customer satisfaction heavily and that they will meet customer needs at any cost

● They use their social media of Facebook and Twitter mostly to post about special offers but not enough emphasis on cars themselves

Crown Recommendations

Year 1 Targeting Strategy:● Focus on re-branding professional image (quality car photos,

website update, re-structuring of car lot)● Reconnect with previous Cadillac buyers: send invitation mailings

to join the new Crown Cadillac Club (by November)○ Introduce past and current Cadillac owners to Cadillac Club

benefits● Target young professionals through company car programs


Website:● Update Crown Cadillac Page:

○ Utilize visualizations from official Cadillac page (up to date photos of newest vehicles and promotions)

○ Consistent, heavy promotion of Cadillac on website, social media, and at dealership

○ Eliminate pop-up ads

Crown Recommendations Re-structure car lot:● Separate Cadillacs● Recommend removing colored

paper window tags● More care taken in presenting

Cadillacs


Long Term Targeting Strategy: ● Advertize Crown at high end locations in Holland/Grand

Rapids area to reach luxury car buyers:○ Country Clubs ○ High end dining and retail locations○ Golf Courses ○ Yacht Clubs

Long Term Targeting Strategy: ● Implement Crown Cadillac Club benefits:

○ Lifetime car washes, home delivery of serviced vehicles ● Exclusive Cadillac loaner program: Cadillac Club members

drive Cadillac loaner vehicles while their car is being serviced○ When loaner car reaches 10,000 miles or 1-2 years of

age, move to pre-owned lot. Target younger professionals looking for luxury cars while on a budget


Car Wash Figures: (Based off Crown Mercedes of Dublin)● $0.12 per car (not including lot attendant wage) when 50-75 vehicles are

run through each day.


Thank you for your time

Crown Motors and Cadillac (1)

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