Shanghai General Motors, which handles Cadillac in China, will roll out the luxury SLS marque to go head-to-head with Mercedes-Benz and BMW, specifically targeting business entrepreneurs and corporate executives.
Supported with a limited teaser campaign initially, the car was official unveiled at the recent Auto China 2006 show. This also served as the launch platform for a significant design-themed drive from General Motors (GM), spearheaded by a GM Designers' Night, produced by Weber Shandwick.
The evening featured global GM designers extolling the premium design aspects of the Cadillac brand and three other sister marques, a strategy aimed at raising awareness of the brand's commitment to quality.
ther products showcased at the event included the Buick Enclave SUV, Chevrolet WTCC Ultra sports vehicle and the Saab Aero X, all launching in China concurrently. The full campaign for the SLS — scheduled to break in early 2007 — also signifies Cadillac's first major branding push since launching into the market two years ago.
"The launch of the SLS is another key milestone since the entrance of the Cadillac brand," said Cynthia Chen, Cadillac deputy brand director. "The arrival of the SLS makes up for the vacancy of Cadillac in the mainstream luxury business sedan segment, and will complete the product lineup in China."
Developed by Leo Burnett, the campaign's main creative revolves around a locally-adapted version of Cadillac's US TVC to run in Shanghai, Beijing and other tier-one markets. Local print and outdoor executions have been developed from scratch.
According to agency chiefs, the 'Crest' campaign will seek to balance Cadillac's traditional brand propositions of performance, technology and a sporty image, with elements of art and premium craftsmanship.
"Cadillac will need to prove that it has the teeth to compete with the European market leaders, which are well entrenched in the market in terms of brand recognition and distribution network," said Kenjie Won, business director, Leo Burnett Shanghai.
The launch of the SLS marque comes amid a growing appetite for luxury vehicles in China, with recent sales figures showing 24.5 per cent growth in the luxury car category for the first eight months of 2006.
