In Beijing, they still want American
The world as we know it moves on brands. Brands deliver goods, but are also highly representational. Nike is active, get out and go. Apple is creative, unleash the Steve Jobs in you. Starbucks is comforting, always available, you know the coffee when you smell it. The car world is no different of course, and some brands have that “something” that others either haven’t achieved or are continuously seeking.
During its heyday, Cadillac was associated with elite figures – Muhammad Ali, Queen Elizabeth II, Marilyn Monroe and Elvis among others. It was American luxury at its finest, a brand that filtrated beyond our national borders and into the world. One area where it really took hold was China, tapping into an enormous market that sought to be part of an elite club that is over 100 years old.
Fast forward to the present and Cadillac is experiencing a [...]