Cadillac is hoping to use an unconventional marketing strategy to lure buyers to its upcoming XTS sedan, with plans to market it to limo services as a livery vehicle or “black car”.
While the livery car market is a small niche segment, it naturally attracts a fair number of high-end clients who use the vehicles as executive transport. In New York City, livery cars are ubiquitous among the affluent set, who ride in the back of Town Cars and Suburbans rather than their own vehicle.
Cadillac is hoping to get the XTS into the hands of livery car operators, since the Lincoln Town Car, the king of the livery car segment, has ended, and Lincoln’s replacement, based on the MKT, has been a sales flop. The XTS models sold to livery operators will be identical to the consumer version in terms of content, though livery drivers will be able to have the wheelbase stretched by approved coachbuilders.
From there, Cadillac is hoping that buyers of import brands will come away impressed with the Cadillac, and this will ostensibly translate into conquest sales for the brand.
[Source: Automotive News]