'97-'99 Catera
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Cadillac Catera sales of 25,411 units for it's first calendar year
1997 has made Catera the most successful initial launch of an entry-luxury
car in the history of the U.S. auto industry.
"Catera is now firmly established as a major player in one of the industry’s most hotly-contested segments," said Dave Nottoli, Catera brand manager. "We expect to build on this momentum and increase Catera sales in 1998 as more entry-luxury customers learn about the great performance, technology and features that make Catera an outstanding value." No other carmaker entering the entry-luxury segment has reached 25,000 sales in its first full calendar year. The best mark previously was set by Acura, which sold 24,700 units of the TL model in 1996, its first full year. In addition to surpassing its 25,000-unit goal for 1997, Catera is accomplishing its objective to bring a new, younger generation of buyers to Cadillac, where the median age is currently 63 years. "Catera is playing an important role in the drive to bring new customers to Cadillac," Nottoli said. "An increasing number of younger, upscale buyers who never shopped Cadillac are now coming into our showrooms." Catera continues to attract customers from major competitors. Over 60% of recent Catera customers traded a non-General Motors product. Catera buyers most often listed Lexus as their second-choice vehicle. According to research covering both buyers and lessees of Cateras delivered from September 1996 through August 1997, the median age of Catera customers was 56. That compares to a median age of 47 for all entry-luxury customers. Catera also is bringing more women customers to Cadillac. During the same period, 45 percent of Catera buyers and lessees were female. Traditionally, about 30 percent of Cadillac customers have been women. Nottoli said Catera’s advertising, themed "The Caddy That Zigs," helped build high awareness levels during Catera’s record-setting launch year. Aided awareness for Catera television advertising exceeds that for any other entry-luxury car, according to third-party research. |
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Catera captured praise and a number of major awards from both the automotive and consumer press during 1997. Among the awards:
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