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During last year’s Oscars, Cadillac launched a new brand image with its “Dare Greatly” campaign. It highlighted ambitious achievers like Apple co-founder Steve Wozniak and designer Jason Wu. This year, the automaker unveiled the next chapter of its campaign with nine inspiring young innovators, including a 19-year-old who developed a prosthetic limb that can be operated with the mind. Uwe Ellinghaus, CMO of Cadillac, spoke with eMarketer’s Rimma Kats about this new initiative, which was unveiled at the 88th Academy Awards.
eMarketer: Who are you aiming to reach with this new campaign?
Uwe Ellinghaus: We need to reach out to Generation X and Y more—just like every other brand. By 2020, 80% of all new car sales will be made by Generation X and Y. Baby boomers will no longer dominate this market.
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