'We think when we announce our pricing on Deville, we will have such an advantage over our competition that marketing Cadillac's price/value will be a selling point too good not to mention in national ads,' said director of advertising Peter Levin.
Indeed, Cadillac's Japanese competition is having to raise prices, in some cases by double-digits, because of the high Japanese yen.
The luxury division of General Motors has been surging since the 1991 introduction of the Seville. But that has not kept Cadillac and its agency - D'arcy, Masius, Benton & Bowles, Bloomfield Hills, Mich. - from ushering in the third tagline in three years. Launching the '94 Deville is the new theme, 'Creating A Higher Standard,' which follows, 'Changing The Way You Think About American Automobiles.'
General director of marketing and product planning Jerry Florence said the changes in themes were necessary because 'we understood prior to the launch of the Seville that we had fallen off the table for a while, and since the Seville launch and the Northstar system launch we have been putting Cadillac back in front of consumers as the world standard that it has traditionally been.'
Copyright Adweek L.P. (1993)