The Chinese automotive market is growing strongly but continues to favor cars coming from other markets than the United States. Here, Cadillac is of the same status as Audi, Lexus and even BMW. However, American luxury cars are not doing too well compared to their German counterparts when it comes to Chinese sales.
This is why Cadillac has stepped up its game to try to gain some ground in the foreign market. One of their latest attempts at market gains is through the romantic appeal of a Cadillac and Route 66 in a commercial aimed at the Chinese market. Thanks to Autoblog for bringing us the news of the new ad campaign.
The ad shows actress and singer-songwriter Karen Mok being picked up as a hitch-hiker along Route 66 by a young man in a new Cadillac SRX. As the ad progresses, an attraction between the two grows into love as they explore the historic highway. The actress, seemingly running from her fame for awhile, goes back to her life as a star, leaving the young man to continue his journey alone.
At the end of the advertisement, the two are reunited in a dinner. Portrayed as the vital part of the journey, the SRX is used throughout the entirety of the ad as the uniting factor between the two love birds.
It is interesting to me to see Route 66 used in an advertisement aimed at the Chinese market. However, the ad does a good job highlighting the capabilities of the SRX as it travels across the country. We won’t know how affective the new ad campaign is until this year’s market numbers are released but we hope that all their effort makes a difference for Cadillac.
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