Marketing Wisdom From Cadillac

Car and Driver carried an interview  with Uwe Ellinghaus, Cadillac’s marketing boss. He said a few surprising things.

2007 Cadillac DTS

As an industrial designer by training, I noted that Ellinghaus is tired of what are called “personas”.  These are stereotypical identities that embody the essential character of a vehicle’s target customer. For a Ford Fiesta the persona was probably a female, aged 25-35 with an urban lifestyle and perhaps one or two children.  The designers were told to imagine this person when creating the car’s look and feel. All car companies use these strategies.

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