General Motors wants to make China the No. 2 Cadillac market because of its growing ranks of millionaires, a booming stock market, and booming economy. Cadillac is counting on its brash brand of American luxury to differentiate itself from the pack.
1. It is treating high-end shoppers in China like VIPs to coax them away from BMWs and Audis to its Cadillacs.
2. Attendants greet visitors by the polished-glass entrance
3. Cigars and Napa Valley wines are on offer at a black-marble bar
4. VIP rooms with leather sofas provide a comfortable venue for dealmaking.
5. There's an exhibit of the brand's 105-year history—with a movie and details on features such as hand-stitched leather seats and authentic wood trim—to show off Caddy's pedigree.
6. It has more than doubled the number of showrooms on the mainland in the past year and it offers five models.
7. In February, Cadillac introduced a China-designed and -built version of its SLS sedan four inches longer than the U.S. model for Chinese customers who like a roomy backseat since they tend to have chauffeurs.
Is the high-end market demand actually elastic to pampering?
Can it be blinded from quality, reliability and durability?
[Click here for full story at: BUSINESSWEEK.COM]
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