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NINETY EIGHT REGENCY

GM to boost ad spending for Cadillac DTS, STS

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GM to boost ad spending for Cadillac DTS, STS

Jamie LaReau

Automotive News | 1:00 am, June 4, 2007

ST. LOUIS -- General Motors has bolstered its budget to aggressively market the slumping Cadillac DTS and STS sedans in the second half of the year.

Although the luxury sedan segment as a whole is down, GM is not happy with DTS and STS sales, said Mark LaNeve, GM's vice president of vehicle sales, service and marketing.

Through May, DTS sales were down 20.7 percent from the year-ago period, to 17,981 units. STS sales were down 18.1 percent to 8,091 units.

"Cadillac's brand health is already revived," LaNeve said at an event here. "It's not at the level we want to get it to be, but Escalade sales have been very strong. SRX sales have picked up.

"I'm not satisfied with STS and DTS sales, so we're working on very specific plans to get that back on track."

GM has allocated more marketing dollars for the second half of the year. "We'll have a lot of spending on it along with the CTS launch," LaNeve said. He would not say how much GM will spend but said Cadillac is re-examining pricing, incentives and equipment levels.

GM launches the new 2008 CTS sedan late this fall.

In the future, LaNeve said, he expects to see more alignment of Cadillac, Hummer and Saab in three-brand dealerships similar to GM's stores combining Buick, Pontiac and GMC.

"We've got quite a few of those already," he said. "I think you'll see even more of that because they'll be very complementary together."

Source: www.autonews.com

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Although the luxury sedan segment as a whole is down, GM is not happy with DTS and STS sales, said Mark LaNeve, GM's vice president of vehicle sales, service and marketing.

A single model above the CTS, with SWB and LWB variants might help. IMHO.

EDIT - Not only can Cadillac have all of their large car development budget put into a single offering, but advertising dollars can also be leveraged to better effect. Again, IMHO.

Edited by ZL-1
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