Marketing Report: Jan. 30, 2006

January 30, 2006

Cadillac Papering Super Bowl XL

Cadillac, one of the General Motors' biggest success stories in recent years, is gunning for its fifth consecutive year of sales increases.

Jim Taylor, Cadillac's general manager, said GM's luxury division is confident it can boost sales again in 2006.

For one thing, Cadillac is counting on the introduction of the new 2007 Cadillac Escalade, which is part of the fleet of new SUVs that GM is counting on to help arrest the slide in the company's profitability and market share, he said. The Escalade represents Phase II of the Cadillac renaissance,Taylor said, and will come to market plenty of bling and plenty of good-old fashioned hype when it goes on sale next month.

To get the buzz around Escalade rolling, Cadillac is planning to use Super Bowl XL to kick off Escalade sales, Taylor said. The first television spot for the 2007 Escalade will run during the second quarter of Super Bowl telecast, which has become an integral part of Cadillac's marketing effort in recent years, Taylor said.

Leo Burnett Detroit recruited experts from the fashion world to help create the 60-second spot, "Chrome Couture," which emphasizes the Escalade's unique appeal as pop-culture icon.

The agency created a fashion show for the commercial, in which the Escalade rolls out as models get their hair and makeup done and dresses tailored at the last minute, while fashionistas, paparazzi and celebrities pack in around the catwalk.

Cadillac Papering Super Bowl XL (1/26/2006)
New Escalade will be focus of Caddy's NFL celebration.


Toyota Reveals its NASCAR Lineup

At a press conference at Lowe's Motor Speedway on Tuesday night, Toyota introduced three teams that will campaign a total of six cars in the NASCAR Nextel Cup Series beginning in 2007.

Bill Davis Racing and Michael Waltrip Racing had been expected to be named as participants in the Toyota program, but the surprise was the introduction of Red Bull Racing as the third Toyota team. All three teams will field two cars each, and the only drivers that have been confirmed are Waltrip in the No. 55 NAPA Camry and Dave Blaney in the No. 22 Bill Davis Racing Caterpillar Camry.

The Red Bull Racing team has reportedly purchased the former Penske Racing South facility in Mooresville, N.C., and will begin operations as a fully supported factory team, unlike the Davis and Waltrip operations. The team will be led by series veteran Marty Gaunt, who was most recently general manager for the Craftsman Truck Series team Red Horse Racing.

Davis has been instrumental in bringing Toyota into NASCAR, and was one of the marque's flagship teams when the Tundra made its first appearance in the NASCAR Craftsman Truck Series in 2004. Toyota's east coast research and development operation is housed in a BDR facility in High Point, N.C.

"This is obviously huge for Bill Davis Racing and our sponsors," said Bill Davis, BDR team owner and president. "It is a great honor and opportunity to be able to continue to build on what we have already accomplished with Toyota as a partner in the NASCAR Craftsman Truck Series and carry that alignment over to our NASCAR Nextel Cup Series program."

Michael Waltrip has owned a NASCAR Busch Series operation since 1996, and is expanding into Nextel Cup Series ownership this year, in a joint-ownership deal with former Jasper Motorsports owner Doug Bawel that includes a contractual arrangement for Bill Davis Racing to provide cars, engines, and personnel. The popular two-time Daytona 500 winner will be instrumental in Toyota's marketing efforts, as has been his older brother, former champion Darrell Waltrip.

The Car Connection
See the winners »
The Car Connection
Commenting is closed for this article
Ratings and Reviews
Rate and review your car for The Car Connection
Review your car
The Car Connection Daily Headlines
I agree to receive emails from the site. I can withdraw my consent at any time by unsubscribing.
Thank you! Please check your email for confirmation.