By Christian Soemmer
The Middle East automotive market is currently in a state of flux, impacted by diverse challenges on a regional level and by the swiftly changing nature of car production globally. Connectivity, autonomous driving and new energy power are all areas that are being prioritised by manufacturers around the world.
As a brand, we are naturally concentrating on the aspects that we can influence, and a key focus for Cadillac is how we harness the increasingly significant buying power of the region’s millennials.
Research indicates that the GCC region is home to one of the highest percentages of millennials globally. The region also has one of the highest proportions of millennial entrepreneurs.
A key focus for Cadillac is how we harness the significant buying power of the region’s millennials
So, at Cadillac we have invested heavily in understanding this generation, ensuring we meet its needs and are best placed to communicate with it.
We have launched a product offensive built around carefully developed and targeted models that incorporate the type of advanced technologies that the digitally and technologically savvy millennial customer demands. This strategy is exemplified by our all-new compact SUV, the XT4 – a vehicle designed by and for millennials, and developed to make the Cadillac brand stand out to young, upwardly mobile consumers.
Cadillac’s targeted product expansion continues in 2019, starting with the regional launch of the new CT6 and the world premiere of the all-new XT6 crossover SUV, which will arrive in the region this year, along with the all-new CT5 sedan that sits just below the CT6.
Millennials tend to be more environmentally aware than previous generations, seeking cars that are less harmful to the environment, such as electric models. In this field, Cadillac is at the vanguard of GM’s move toward an all-electric future. Earlier this year, we teased images of our first all-electric vehicle, which is derived from GM’s future EV platform, BEV3.
We also have to consider different marketing methods and new approaches when communicating with millennials. Cadillac’s long-term partnership with Sole DXB, one of the region’s leading annual cultural festivals for young people and the venue for the launch of the new XT4 last December, is one example of this.
Millennials tend to be more environmentally aware than previous generations, seeking cars that are less harmful to the environment
Another is our six-year sponsorship of the Oscars, an event followed widely by millennials around the world and across the Middle East. This year we debuted an all-new integrated campaign – the first for our SUV portfolio – titled ‘Rise’, which was brought to life through an on-site red-carpet presence, a brand first for the Academy Awards.
To further resonate with the region’s millennials, we are implementing a series of major changes in a range of areas including dealer network development.
We have rolled out a new Cadillac Virtual Reality Experience through our US dealers, which we hope to bring to the Middle East as we open new CI showrooms across the region. Designed to attract a young, tech-savvy crowd to our showrooms, the Cadillac VR Experience simulates a highly realistic 3D vehicle walk-around of the brand’s model range.
At Cadillac, we believe that there is no single formula for communicating with millennials. We are continually growing and looking to interact with all of our existing and new customers in a way that best relates to them and their needs – this is reflected in both our brand communication and in our products.