2015 cadillac escalade ben petron director of marketing

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2015 Cadillac Escalade Ben Petron Director of marketing

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Page 1: 2015 Cadillac Escalade Ben Petron Director of marketing

2015 Cadillac Escalade

Ben Petron

Director of marketing

Page 2: 2015 Cadillac Escalade Ben Petron Director of marketing

Preview S.P.S Large luxury SUV Industry Competitors Lincoln Navigator Lexus LX Our Product: Cadillac Escalade Comparative analysis table Conclusion Recommendation Q+A

Page 3: 2015 Cadillac Escalade Ben Petron Director of marketing

Specific Purpose Statement

• At Cadillac we strive to give consumers the best product on the market. The new 2015 Cadillac Escalade can bring in a large profit for the company while the consumers will have the finest SUV in the market.

Page 4: 2015 Cadillac Escalade Ben Petron Director of marketing

SUV Industry• The industry is spread out by multiple companies

including Cadillac, Lincoln, and Lexus. • More companies are leaning toward the smaller

crossovers that save a lot on gas mileage and are more compact.

• Although true, the Large SUVs are still big in the industry used for a lot of families and consumers who want more space and the safety that a bigger vehicle brings.

Page 5: 2015 Cadillac Escalade Ben Petron Director of marketing

Industry Trends

Page 6: 2015 Cadillac Escalade Ben Petron Director of marketing

Auto Trends

Page 7: 2015 Cadillac Escalade Ben Petron Director of marketing

40%

18%17%

25%

Large Luxury SUV Sales in 2013

Cadillac EscaladeLexus LXLincoln NavigatorRange Rover

Page 8: 2015 Cadillac Escalade Ben Petron Director of marketing

Main Competitors

Lincoln Navigator Lexus LX

Page 9: 2015 Cadillac Escalade Ben Petron Director of marketing

Lexus LX

“The eight-passenger LX offers the capability to deftly go where most vehicles dare not tread, along with a spacious cabin filled with refinement and technology. The result is a driving experience taken to new heights.”

Page 10: 2015 Cadillac Escalade Ben Petron Director of marketing

Features• 7,000-lb towing capacity• LEXUS ENFORM APP SUITE• Rear seat entertainment system • Pre-Collision System• 5.7L V8 Engine• 12 mpg city, 17 mpg highway8 passenger seating • Starts at $82,930• Rearview Camera• Touch screen and Navigation system

Page 11: 2015 Cadillac Escalade Ben Petron Director of marketing

Pros + Cons

• Luxurious interior• Best off-road capability• Comfortable ride quality• Real leather in all seats• Curtain airbags for all

three rows• Easy to use technology

• Most expensive out of competitors at $82,930

• Meager cargo space• Not as flashy as

competitors• Hardcore off-road

body type may be road kill for target audience

Page 12: 2015 Cadillac Escalade Ben Petron Director of marketing

Sales• Lexus sales have grown

20% in the Middle East in the first six months of 2014, with 21,598 units sold across the region.

• Leading the charge is the LX, which has sold 9,178 units and make up a staggering 43-percent of total Lexus sales in the area.

Page 13: 2015 Cadillac Escalade Ben Petron Director of marketing

Lincoln Navigator

“The luxury SUV that defined the category now offers improved utility, craftsmanship and comfort. Consider it a brand new take on an iconic vehicle with every ounce of its original soul.”

Page 14: 2015 Cadillac Escalade Ben Petron Director of marketing

Features• City 15/Hwy 20/Comb 17 MPG• V6, EcoBoost, 3.5 Liter• 8 Passengers• Rearview Camera• Push to start• Starts at $61,480• Voice Activated Navigation with SYNC and touch

screen. • THX II Certified 5.1 surround audio system

Page 15: 2015 Cadillac Escalade Ben Petron Director of marketing

Pros + Cons

• Spacious seating in all three rows

• Vast cargo area• New and improved look• Can tow more than the

competition • More Technology than

previous models

• The cheap plastics on the doors and center stack.

• Not a big engine, only a V6 3.5L

• Very poor handling• Too bulky when

driving • Outdated compared to

the Competition

Pros Cons

Page 16: 2015 Cadillac Escalade Ben Petron Director of marketing

Sales• From a high of almost

44,000 units sold in 1998, the Lincoln’s numbers have steadily dwindled. Since 2009, the Navigator has struggled to surpass 8,000 units annually, with a high of just over 8,600 sold in 2013. Meanwhile, Cadillac moved over 22,500 Escalades the same year- Autobytel.com

Page 17: 2015 Cadillac Escalade Ben Petron Director of marketing

2015 Cadillac escalade

“The next generation Escalade. Cadillac’s crown jewel, a brand new level of design, craftsmanship and detail that has transformed it into the epitome of luxury.”

Page 18: 2015 Cadillac Escalade Ben Petron Director of marketing

Features• 14/21 mpg• 420-hp, 6.2-liter V-8• CUE touch-sensitive entertainment system with

navigation• 16 speaker Bose surround sound• Heads up display speed, tachometer, navigation and

more• Wireless charging for mobile devices• Built in Wi-Fi• Front and 2nd row heated/ cooled seats• Starting at $72,970• 7 passenger seating• 8,300 lbs towing

Page 19: 2015 Cadillac Escalade Ben Petron Director of marketing

Pros + Cons

• The interior is real wood and leather giving a refined luxury look

• Excellent 5 star safety ratings

• Top of the line technology (Cue and HUD)

• Built in WiFi, Wireless Charging

• Bigger engine then rest of competition

• CUE system is hard to understand and is complicated

• Price is high at $72,970

• Tough on gas• Cramped third row.

The third row was designed as a ‘ kid friendly’ seating area and as such, as little leg room for adults.

Pros Cons

Page 20: 2015 Cadillac Escalade Ben Petron Director of marketing

Reviews

• The Escalade was ranked number 1 for large luxury SUVs by the U.S. News Best cars.

• Test drivers say the redesigned Cadillac Escalade's luxurious interior, sharp handling and supremely powerful engine are unmatched by most rivals.- US News

• The NHTSA gives this big SUV 5-star ratings in each of three side-impact protection assessments.

Page 21: 2015 Cadillac Escalade Ben Petron Director of marketing

Profit Gains• year-over-year sales gains has the Cadillac

Escalade with a +84% change from 2013 to 2014. • GM’s margins on the Escalade are around 20

percent to 30 percent while a mid-size sedan such as the Malibu might be 4 percent to 6 percent, Sullivan said, “It’s like a printing press” for money!- Bloomberg.com

• At the base price of $72,970 and a profit margin of 30% that’s a $21,891 earning, multiply that by the number of Escalades sold, and Cadillac is making a lot of money.

Page 22: 2015 Cadillac Escalade Ben Petron Director of marketing

Comparative Analysis Table

Cadillac Escalade

Lincoln Navigator

Lexus LX

Fuel Economy City 14/ Hwy 21 City 15/ Hwy 20 City 12/ Hwy 14

Retail Price Starting at $72,970

Starts at $61,480

Starts at 82,930

Engine 6.2L V8 3.5L V6 5.7L V8

Passengers 8 8 8

Towing Capacity

8,300 Lbs. 9,000 Lbs. 7,000 Lbs.

Wi-Fi Ready Yes No No

Entertainment System

Yes Yes Yes

Page 23: 2015 Cadillac Escalade Ben Petron Director of marketing

Conclusion• The Cadillac Escalade is the number 1 choice for

large luxury SUVs for its top of the line technology.

• Great gas mileage compared to the competition.• Family friendly• Prices similar to competition • New sleek design that blows way competitors • Top safety pick amongst Large Luxury SUVs

Page 24: 2015 Cadillac Escalade Ben Petron Director of marketing

Recommendation

• I recommend that the new Cadillac Escalade should be put out into the market no later than January of 2015.

• This allows the consumers to have brand new cars in time for the holiday season, and start their new year off right.

Page 25: 2015 Cadillac Escalade Ben Petron Director of marketing

Q+A