Sam Logan Khaleghi recently had the opportunity to speak with Cadillac’s VP of Global Marketing, Don Butler. Taking place at the 2012 North American Auto Show, the conversation naturally focused on Cadillac’s hot, new compact luxury car, the 2013 Cadillac ATS. But, as an alumnus of the MSC Program, Khaleghi couldn’t resist the opportunity to delve into discussion about Butler’s role as VP of Global Marking.
“3 key words: nimble, quick, fun.” How’s that for marketing? That’s how Butler describes the ATS. The completely new ATS is “perhaps the most significant entry maybe in the history of Cadillac even because for the first time we have a credible entry in the compact luxury segment,” which, Butler explains, is the biggest segment for luxury cars in the industry. Butler continues, “What I really love about it [the ATS] is because we knew that we had to aim to win in the segment, not just show up, [the ATS is] all new from the ground up.” With a 2.0 liter, 4 cylinder model offering 270 horsepower, who wouldn’t love it?
Turning the conversation to brand, Butler affirms that at Cadillac “we are stewards for the brand, helping customers celebrate their success.” Speaking of his role as VP of Global Marketing for Cadillac, Butler shares, “In a way, I’m an ambassador. I’m both an outward ambassador in terms of portraying to customers, ‘Here’s what Cadillac is. Here’s what we’re about.’ But I’m also an inward ambassador. I listen to customers. I understand what is it that they want in their vehicles.” It sounds as though Cadillac’s VP of Global Marketing finds himself applying many of the frameworks covered in the MSC Program.
Watch the clip here
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