In a move to capture a greater share of the entry-luxury segment, Cadillac announced it is adding a sport edition and revising marketing efforts on its popular Catera sedan. The Catera Sport will go on sale in mid-May '99, with the extra equipment estimated to add less than $800 to Catera's $34,180 base price. The new model is designed to appeal to the sport-oriented set -- thirty-something men and women who enjoy driving and desire more control behind the steering wheel.

According to John Smith, Cadillac's general manager and General Motors vice president, the entry-luxury segment has been steadily growing with the U.S. economy. At the same time, the segment has become more fragmented as consumers' tastes have become increasingly specialized. "Since its introduction two years ago," said Smith, Catera has been delivering on the promise to bring new, young -- including female -- consumers to Cadillac.

Catera's blend of European handling and Cadillac luxury has received critical acclaim from the motoring press and given us a growing foothold in the entry-luxury segment. "We believe there are opportunities to make Catera an even more interesting choice in the segment," he added. "Sport buyers are looking for a basically sound and competent package but with components that give it an edge, in both looks and feel. Catera's excellent ride and handling and outstanding braking help communicate one of Cadillac's leading benefits well - precise all-weather control. But we can do more."

Cadillac is also revising the marketing campaign for Catera.....sans the well-known duck. According to Catera Brand Manager Jay Spenchian, the duck was effective in generating awareness, but consumers felt it trivialized what is a very substantial sedan. "The sport edition fits perfectly with Catera's 'luxury that's fun to drive' positioning," said Spenchian, "but we have retired the duck to focus awareness on the impressive performance of the vehicle. We'll also continue to reach our target consumers in unexpected venues such as upscale restaurants, art museums, mountain biking races and music events across the country."