Mick Kimes, Lab A, Cadillac CT6 Supercruise, Marketing Plan Summary

Marketing Plan Summary

Executive Summary

· Product Description - Cadillac’s slogan is “Standard of the World”

Cadillac is ranked #4 of Luxury car brands according to US News report (US News and World Report, n.d.). Cadillac strives to make the best luxury cars with the most advanced technology of any vehicle on the market. Cadillac has made the CT6 with Supercruise that allows for self-driving capabilities on the highway. Supercruise uses cameras around the car and on the steering wheel to monitor the driver and the surroundings of the vehicle.

· Market Trends and Competition- Keeping up with competitors

Cadillac CT6 is working on being the leader of self-driving vehicles across the map. They have a few strong competitors in this market including the Tesla Model 3, the BMW 740i, and the Mercedes Benz S-class Sedan. The Cadillac CT6 lands itself in the highest technologically advanced vehicle with a high price. (Figure #1- Perceptual Map)

· SWOT Analysis and Market Segmentation- The Cadillac CT6 comes with many strengths, some weaknesses, opportunities, and threats in the market of self-driving vehicles. The CT6 has a certain customer that it attracts. The consumer profile for the product is business moguls who are making over $100,000 annually.

The CT6 has self-driving technology like no other vehicle on the market. It has the strong branding of Cadillac and General Motors to boost the chances of making sales. The CT6 does come with a high price but is guaranteed worth the money you put in. The market for the Cadillac CT6 is people who are normally over the age of 50 years old and make a high sum of money due to its high price tag at $85,000.

Marketing and Financial Objectives- Objectives set for the CT6 that create incentive to make the most profit.

· Sell 10 million units each year, target market size of 2,113,096, $53 billion revenue without considering costs, sell selected percent of target market size each year, reach 100 million people in year 1, 5-star rating from customers after year 1 (figure 10

3-Year Unit Sales Forecast- Customers will be people that make over $100,000

annually. Product will do more sales each year

· year 1 sales 33% of target market, year 2 42%, year 3 59% (figure 1)

3 Year Channels and Pricing Strategies- Level one distribution with most of the sales coming from retailers. Cost based pricing strategy. Selection intensity.

· Inflation will bring final weighted average cost to $81,164 in year two, $81,702 in year 3 (1)

· Direct sales go up slowly each year, retail sales go down slowly each year

Profit Forecast- Profits will be found by taking the total revenue and subtracting the costs of the goods and operations and removing the amount taxed.

· Profit forecasted at $1.758 billion in year 1, $1.824 billion in year 2, $1.845 billion in year 3

Promotional Mix- In year 1 Advertisement will receive 40% of the budget, PR will get 15%, Personal Selling receives 15%, Sales Promotion 25%, and Direct Marketing will get 5%. All of these factors are funded by the promotional budget set by Cadillac each year. The budget will go towards things like online advertisements, high trade in values, etc.

Monitoring and Controlling- Marketing, financial, and societal objectives and how they will be obtained, monitored, and fixed if not achieved.

Product Description

The product is the Cadillac CT6 Supercruise. Cadillac is a branch of the company General Motors (GM) that was started in 1902. Cadillac’s slogan is “The Standard of the World”. They wanted their slogan to portray to people that their engineering is something that the entire world strives to be, because they believe it to be the best (Miller, July 28, 2014). The model we are using is the Cadillac CT6 Supercruise with a starting price of $85,290. The new CT6 is going to obtain the feature “Super Cruise” which is essentially autopilot for the car. It will also include a camera on the steering wheel that will monitor the driver’s eyes to make sure they are still paying attention even though they are not driving the vehicle (LeBeau, June 28, 2017). The steering wheel contains a light bar that shines green when Super Cruise is being used. The first warning sign of the driver not paying attention is if the green light starts to flash. When the light bar flashes red it is a second warning to the person in the driver’s seat. If the red light begins to flash too long, a voice will fill the car and tell the driver they need to take control of the vehicle (Super Cruise- Hands Free driving, n.d.).

Market Trends

Cadillac is constantly striving to make a better product every year to stay on the top of the food chain for the car industry in not only the United States but across the globe (Healey, December 5, 2014). Cadillac is pushing the envelope by producing the first hands free driving system in a car that is available to the general public. The “Super Cruise” system will be the first to be capable of steering, braking, and lane-centering with no interaction (Gorzelany, April 10, 2017). Along with Supercruise, Cadillac also released a model of the CT6 with a plug-in feature with an estimated 400 miles of total range (6, n.d., n.d.). This is very important because it helps them keep up with their major competitors such as Tesla who makes completely electric cars. Although having a car with the option of gas powered is a strength for my product, this allows them to attract the other group of people who are looking for an electric powered car rather than a gas powered vehicle. Cadillac is pushing towards a new international sales approach compared to what was once a moderately all American based sales approach (Stock, February 7, 2017). Cadillac is also pushing the envelope by producing the first hands free driving system in a car that is available to the general public. The “Super Cruise” system will be the first to be capable of steering, braking, and lane-centering with no interaction (Gorzelany, April 10, 2017). To add on to the incredible technological advance of the CT6 Cadillac is also following the trend of adding Wi-Fi to some models of the car. This will allow surfing of the web on any devices from the car no matter where you are.

Competitive Analysis

Existing Competition – There are a few major competitors for the Cadillac CT6 Super cruise. The main three competitors for our product is the Tesla Model 3, the BMW 740i, and the Mercedes Benz S-class sedan. Tesla Model 3 is the first affordable fully electric car that has a drive range of over 200 miles; making it the first practical electric car however, it does not have a self-driving feature yet. The main two strengths of the Tesla Model 3 are that first and foremost Tesla has been working on making a self-driving car much longer than GM and has bene the leader and innovator of the new car technologies. Its second biggest strength is that it is much cheaper than the CT6, sitting at a base rate of $35,000 (8, n.d., n.d.). There are weaknesses that come along with the Tesla Model 3. The first weakness being Tesla has nowhere near the amount of capital GM has to work with. Second weakness being Tesla is not even 15 years old yet and lack much of the experience and notability as Cadillac.

The BMW 740i is part of BMW’s most luxurious car series, the 7 series. BMW is starting to test features on the 7 series car, like the BMW 740i, and to try to make a fully autonomous car by 2021. The two main strengths for the BMW 740i are that the 7 series have been known as a one of the best luxury cars in the world for many years. The second strength is that there are 3 different semi-autonomous driving packages for buyers to choose from. The two main weaknesses for the 740i is first the price. The base model starts at $81,000, only allowing a small percent of people to even be considered able to afford the car. The second weakness being that it is a few steps behind companies like Tesla and Cadillac because the production started after these companies (8, n.d., n.d.).

The Mercedes S-class Sedan is the competitor that Cadillac worries about the least out of the main 3. The first of the two main strengths of the S-class is that the car can keep itself in its own lane while driving with the help of many sensors and cameras that come with the car. The second strength of the S-class is that the cameras on the side of the car can identify road signs and make adjustments to speed and stopping for the driver. Even though it is a great car, there are weaknesses for the S-class. The first weakness is that the lane assist feature won’t automatically shift lanes for the driver so human interaction is still prominent. The second main weakness is the price, starting at a base rate of $89,000, again leaving only a small percent of people able to afford it (9, n.d., n.d.)

Threat of New Entrants – There are threats of new entrants in retrospect to the Cadillac CT6. Companies such as Ford, Chevrolet, Toyota, Volkswagen, Volvo, and many more are all making new models of cars that are advancing in technology. There are some very high barriers of entry deterring these competing products entry into the market. The main barrier of the lack of funding to design the needed technology. Any type of self-autonomous driving technology is far from cheap and takes a lot of capital from the companies for research and development since it still such a new type of technology. The next barrier to entry is that most of the possible threats of new entrants are car companies that are known to make cheap and affordable cars. There is a very small chance that these car companies are going to find a cheap way to put this technology into their cars since it is still the very early stages for self-autonomous cars for all companies across the world. Only companies with a very large amount of disposable income have the capital to invest in such expensive innovation. Another barrier of entry is that there are regulations placed on development and implementation of this new technology.

Product Position – The CT6 allows the option of Super cruise technology that can provide partial autonomous functions to the already incredibly luxurious CT6. Our product tops the other competitors because the car contains a camera on the wheel that monitors the driver’s face to identify if the driver is paying attention in case of possible intervention needed. The wheel’s light bar will send warnings to the driver if they notice they are not paying attention, possibly drifting off into sleep, or any other type of distraction. This can allow the drivers to remove his or her hands from the wheel and relax in the luxury of the CT6 while on a highway or freeway. Although the car is high in price, it is the best bang for your buck in comparison to its main competitors (Figure A- Perceptual Map). It gives you the best combination of luxury and technology. Our product lands as the top leader in self driving technology compared to BMW, Tesla, Mercedes, Toyota, and Volkswagen (Figure A- Perceptual Map) (3, n.d., n.d.).

SWOT Analysis

Strength

The first strength is that our brand. Cadillac is known as America’s leading luxury car brand, Cadillac, is over 100 years old and has built a reputation that supports it. Cadillac provides true quality luxury that cannot be found in any other brand’s products. The next strength is our company, GM’s, capital. General Motors has the highest capital of any car manufacturing company worldwide. This gives us much more money we can put towards not only our vehicles but also the research and development that goes into them compared to any other car company. (10, n.d., n.d.) The next strength is our innovation of technology. The CT6 comes with a self-driving technology that no other car has. This helps keep Cadillac in front running of car automation. The last main strength is our luxury car ranking. The 2018 CT6 is ranked #4 overall of all the luxury cars on the market according to the US News report (US News and World Report, n.d.)

Weaknesses

A weakness for our product is how tech-savvy it is. Not all people want to depend on and trust technology. Also it could heavily narrow down the market of buyers. The second weakness is our price. With Cadillac being known as such a luxurious brand, it comes with a hefty price tag to match it. The hefty price tag leaves us with a smaller market to sell to. The last main weakness to our product is that the Supercruise feature can only be used on highways (3, n.d., n.d.). The technology has not advanced far enough to where the car can drive itself in areas where there are not distinct lanes, street signs, and many other side street attributes. (Figure B- SWOT Art)

Opportunities

There are great opportunities that come along with our product the CT6. The first opportunity being product development. With the new trend of car automation, it opens up the floor to create new and innovative features to the vehicles to make this new technology safe, easy to use, and reliable. The next opportunity is the international market. Cadillac’s are primarily sold in the United States, but as their self-driving technology increases it will open up the market across the globe in places like Europe and Asia where many multiple luxury car brands are already in place. In 2017 the sales of Cadillac are up 85% from the same period in 2016 in China (Rosevear, June 6, 2016). The last main opportunity is the opportunity of diversifying our business. Now that Cadillac has successfully found and made self-driving technology, this can now help GM begin to implement similar technology into many other products. This would lead to a major increase in sales and begin the journey to making cheaper self-driving technology to attract a larger market, especially people who cannot afford a vehicle like the CT6. (Figure B- SWOT Art)

Threats

There are some threats that the product and company face. A big one is that there is some strong competition. With other self-driving cars like the Tesla Model 3 or the BMW 740i coming out into the market there are other good products competing with the CT6. Next being that customers are likely to be skeptical of hands free driving. Most of the customers have never experienced or used hands free driving. Also since Cadillac’s target market are older adults they may be skeptical into trying to learn the new technology. The next threat is that Tesla already has a hands free driving car out on the market at a cheaper price. This could take away some of our customers if they are interested in a product that has based their whole company on a self-driving car. The last threat is that when competitor companies see what Cadillac has made, they will have incentive to enter the market and try to one up our technology. (Figure B- SWOT Art)

Market Segmentation

Consumer Profile – Business moguls are the main consumer targets. Someone who is making at least $120,000 a year is someone we classify as a main customer and likely to have interest in our product. Usually the type of people to fall into this category are adults around the age 50-80 years old. These people are usually much more likely have the money save up to spend large sums on their transportation.

Geographic-

The first geographic variable for the product is anyone living in the United States. Cadillac’s are mainly sold in the United States because General Motors in an American company. The second geographic variable are people living in China. Due to the major increase of sales in China over the last year, Cadillac wants to pursue that market to increase our sales and introduce them to the Cadillac CT6’s new technology. The third geographic variable are people living in urban and suburban areas. Urban areas have a much higher population of people that make greater amount of money. Therefore, more people that can afford the CT6. Also, many suburban men and women take the highway to work in the city which would attract them to our Supercruise technology. That can allow for hands free driving on highways.

Demographic

The first demographic variable is for individuals who make over $120,000 a year. This matters because these are the people that are most likely willing to spend a large sum of money on their transportation. The second demographic variable is people between the ages of 50-80 years old. Cadillacs are notorious for being luxury cars for older people. According to Fortune Auto, the average age for someone buying a Cadillac is 59.5 years old. (Cendrowski, March 24, 2016). The last demographic variable is men and women in the business world. The Cadillac CT6 are low-to-the-ground luxury vehicles that would not be ideal to your average blue collar worker. The CT6 gets about 24 miles per gallon in the city and 30 miles per gallon on the highway. That would be convenient for business individuals who travel often. (3, n.d., n.d.)

Psychographic

The first psychographic variable for the consumers of the CT6 is people of upper-class lifestyles. Cadillac is known to be a luxury item and people who buy them must be people who like to have luxury items and drive with class. The second psychographic variable are people who are interested in powerful vehicles. Along with great technology, the CT6 has a 3.0L V6 twin turbo engine with 404 horse power. (13, n.d., n.d.) The third psychographic variable is people who are interested in high-tech cars. The CT6 Supercruise is incredibly technologically advanced and is a great product for someone looking for a high-tech car.

Behavioral

The first behavioral variable for the consumers of the Cadillac CT6 is brand loyalty status. Many people who have owned Cadillac’s before are likely to be interested in the CT6 because they know that it will be high quality and luxurious. The second behavioral variable is buyer readiness stage. When purchasing a car at a high price, the consumer must be someone who is ready to invest the large amount of money and not be hesitant about it. The third behavioral variable is usage rate. Consumers looking to buy the CT6 will be people who have medium to heavy usage rate of the car, such as business people driving to and from work every day.

Target Market Size –

The most attractive segment of the market for our product is the demographic variables of individuals that make at least $120,000 a year and are between the age of 50-80 years old. This is the most attractive segment because this is where we believe the largest amount of consumers will come from. We considered the common thought that Cadillac vehicles are mostly driven by older people and that they are known to be expensive cars to come to this conclusion. The target market size for our product in the United States is 1,163,160 people that make over $120,000 a year and are in between 50-80 years old. This data was found by calculating the number of people who make over $120,000 in the United States and multiplying that percent of people by the United States population. Then we took that number and multiplied it by the number of people between the ages of 50-80 years old (roughly 29%) to get our target market size.

Marketing and Financial Objectives

The financial objectives for the Cadillac CT6 is to strive to have a target market size of 2,113,096 people around the world that are wealthy enough and to be what considered to be “eligible” to buy the product. Another financial objective for the product is to sell 10 million units each year for the first three years. The other financial objective for the product is that in the first year it is hoped to bring about $53 billion of revenue without considering any money Cadillac needs to put back into the market, pay workers, pay bills, etc.

The marketing objective for the Cadillac CT6 is for it to sell to at least 33% of the target market size is year 1, 42% in year two, and 59% in year three. If these marketing objectives stay true to the product it will also help the product meet its financial objective as well due to the set price of the vehicle. The next marketing objective is to reach 100 million people within the first year through the various advertisement techniques such as TV ads, radio ads, and print ads.

The main societal objective for the CT6 is to receive a 5-star rating within the first year of being on the market. This will help increase customer’s incentive to purchase the product. Another societal objective for the product is that Cadillac wants referrals to be a big way for customers to buy the CT6. Since it is such a new product it takes a few risk takers to be the first to try it and then spread the word of the luxury and technology of the CT6. Also another societal objective for the Cadillac CT6 is to help transfer society’s view of Cadillac from not only a luxury vehicle, but also a major technologically advanced vehicle. (Figure 1)

3-year Unit Sales Forecast

With the target market size of the product being 2,113,096 Cadillac has come up with a sales forecast for the product over the next 3 years. Although the target market size sounds like a strange number, there is a reason and way that the number was formed. Cadillac calculated the number of people in the United States and many other countries in the world that fall under certain criteria. This criteria being first and foremost that they make at least over $100,000 a year. The next criteria being what percent of the population is willing to spend over $80,000 on their means of transportation.

Cadillac’s goal is to sell 33% of the target market size in year 1, 42% in year 2, and 59% in year 3. The product is expected to do the least percent of sales in the first year since it is such a new and unique product. It is expected to raise percentage because as people realize and hear about how great the product is and the advantage to the self-autonomous driving, more and more people will buy it in the following years. The amount of the product projected to sell in year 1 comes out to be 662,456 units. The second year being 957,511 units and then 1,541,252 units. The reason why these numbers aren’t extremely high compared to our target market size is because the product will most likely not be bought more than once but one customer. The product can last any customer for many years. The good thing for the product is that the high price helps even out the problem of not many people ever repeating purchases. (Figure 1)

3-year Channels and Pricing Strategies

The product used cost based pricing strategy to set fair and profitable prices for the CT6. The CT6 has a level one distribution. Cadillac will use a selective intensity of distribution of the CT6. The product can be sold directly by Cadillac dealership owners and Cadillac company itself. The main way for our product to be sold is through retailers. The main retailers for the product are car dealerships across the map, which is over 900 dealerships just in the USA. They are people who work for themselves, but buy Cadillacs in bulk and sell them at their own dealerships to make a profit. The percentage of sales for the first year of the product is predicted to be 24% direct sales and 76% via retailers. The second year is predicted to be 30% direct sales and 70% via retailers, and the third year being 36% direct sales and 64% via retailers (figure 1). Cadillac expects the number of direct sales to slowly go up and and the amount of sales via retailers to go down each year because as time goes on retailers will be taking more new cars into their dealerships. The Cadillac CT6 will have a retail price for direct sells of $75,000 in its first year and the $76,000 in the next two years. With considering the percentage of sales from each channel the products weighted average channel price comes out to be $81,080 in year one, $78,800 in year two, and $78,560 in year three. Although the first year $81,080 will be the final weighted average price, it is not the same story for the next two years. Inflation is a factor in the economy and when there is inflation over the years, predicted to be 3% in year two and 4% in year 3, it raises the final weighted average price for the product. After adjusting for inflation, the final weighted average price for the Cadillac CT6 in year two will be $81,164 and $81,702 in year three. (figure 1)

Profit Forecast

The Cadillac CT6 revenue forecasted can be found by considering the forecasted units sold times the final weighted average price. In year one it is predicted to have a total gain of $162 billion. The cost of the goods sold in year one though will be about $140 billion, leaving a gross margin of about $22 billion of. The second year will have $168 billions of revenues and and a cost of goods sold at around $145 billion leaving about $23 billions of final gross margins. For year 3 it is forecasted to do about $170 billion in revenue and have a cost of goods sold at about $147 billion. This will leave a little over $23 billion in gross margin. After calculating the total operational expenses of each year, year one being $19 billion, year two being $20 billion, and year three being a little over $20 billion. The taxable income at the end of each year is $2.664 billion in year one, $2.763 billion in year two, and $2.796 billion in year three. Taxes for the three years are at 34% so in year one that creates $906 million taxed, year two having $939 million being taxed, and year three having $951 million being taxed. (figure 2)

Promotional Mix

Advertising

For the first year of life for the product Cadillac set aside 40% of the annual promotional budget, $1,200,000, for advertising. The objective and main reasons advertisement gets such a large portion of the budget is to teach people and introduce them to the new CT6 and its new technology Supercruise and it is the most efficient way to reach out to the most people. The message in the advertisements will be how the CT6 is the first autonomous driving car with a camera watching the driver. The main media we will use for the advertisements will be commercials on major TV networks like NBC and CNN, commercials on the radio network NPR, New York Times ads, and online ads on Facebook, Amazon, and Auto Trader. The commercials will run 10 times per day on TV and 6 times per day on NPR. The goal is to try to get the commercials on times in the early morning or after 6 o’clock P.M. when business men are off work and more likely to be listening to the radio or watching TV. In year two and three advertising will get a little bit smaller portion of the budget because of how much it got the first year and this will allow other sections of the promotional mix that have stronger pull in the second year to have more money, such as Sales Promotion. (figure 3)

P/R

For the first year of life of the product 15% of the budget, $450,000, will go towards public relations. The main objective of public relations is to market the CT6 as not only a luxurious car, but also a technologically advanced car. The message of PR for the product is that Cadillac is the front runner of smart car technology. The PR team will focus on social media networks such as Twitter, Facebook, and Instagram to relay this message to the public. The goal is to have PR at all times and to be striving for it every day. Also all Cadillac branches will have a PR office working from 8-5 to make sure they stay on top. In the next two years PR will lose some of the budget each year for this product because it is not important when we do not know what the new products at that time will be. (figure 3)

Personal Selling

For the first year the CT6 personal selling will get 15% of the promotional budget, $450,000, because it is looked at as the same level of importance in each year. Personal selling will always have an important play for our product whether it is a new or used car. The main objective for personal selling is to sell more cars in online. This not only boosts the personal selling, but also the PR because it requires interactions between a worker and a customer. This sends the message that Cadillac does not only care about the Ct6, but also the people drive the CT6. The main media for personal selling are business cards and articles in the local newspapers about the local dealerships. Personal selling should happen multiple times per day at every dealership. Personal selling will mostly happen at dealerships whenever anyone walks inside the building assuming they are ready to buy a vehicle. Personal selling will keep the same percent of the budget in the following next two years. After a year a lot of personal selling will look to sell old and used models of the CT6 models for maximum profits. This will also continue to build a relationship between sellers and buyers and hopefully continue to keep them as consumers of Cadillacs. (figure 3)

Sales Promotion

Sales promotion will get 25% of the promotional budget, $750,000, in the first year of the CT6 being on the market. The objective of sales promotion to express the high trade value on used cars to try to get people to trade in a car to make the CT6 more affordable. The message from sales promotion is that Cadillac wants to make buying an expensive car easier on the customer’s wallet. Sales promotion will work in the media by stating the sales promotions in the advertisements for the product. Sales promotions will happen in the first month of each quarter for the first 40 people at each dealership. Sales promotion is very important for the product because it increases incentives for possible customers to buy the CT6. In the second year of the product being on the market sales promotion will get 30% of the budget because as time goes on more sales promotions will help keep a larger number of customers eligible to buy the CT6. In year two a sales promotion will be made out into effect for the CT6 that if you trade in a vehicle and buy the CT6, you will get the highest trade in value. This again is just another way to increase the incentive of buying the product even though it has been out in the market for over a year now. After a year of a product being on the market most people will know of it by now. Sales promotions is a way to drag in people who are interested in the CT6 but are not 100% positive that they want or are ready to buy the CT6. (figure 3)

Direct Marketing

Direct marketing will get the smallest percent of the promotional budget in the first year because it is the least helpful for selling the product. It will get 5% of the budget which is $150,000. Most of the selling of the CT6 will happen in dealerships or on the Cadillac website. Direct marketing is hard for the CT6 because of how high the price is. The only small direct marketing that will take place is having some staff of Cadillac that will be able to receive sales over the telephone. Most people who buy a car want to see it in person and even test drive it, that is why when it comes to our product there is a very low prediction of needed direct selling. In the second and third year direct marketing will continue to only get 5% of the promotional budget. (figure 3)

Monitoring and Controlling

The financial objective associated with the product is to sell 10 million units each year for the next three years. The projected range for this variable is 9-11 million units. The person responsible for monitoring this is one of the managers, and they are to check in out the progress quarterly using invoices. If sales are less than planned, then an increase in advertisement will occur in struggling demographics within the target market. If sales are greater than planned, product run-out may occur, and this is wall cause an increase in production of the CT6 and increase customer service to already purchased vehicles.

The marketing objective for the CT6 is to reach 100 million people within the first year through the various advertisement techniques such as TV ads, radio ads, and print ads. The marketing manager will be the person in charge of monitoring the progress. He or she will check monthly on the progress of the objective and use the number advertisements to calculate what the number is at the end of each month. The range for this objective is 90-110 million people. If the percentage of the target market is less than desired than there will be an increase of frequency and diversity of marketing strategies. If the percentage of the target market is more than desired, action will be taken to lower the marketing budget to reduce costs.

The societal objective for the product is to receive a 5-star rating within the first year of being on the market. The people who will monitor this objective the general manager at every dealership. They will email all customers and ask them fill out a customer satisfaction survey to measure the rating. They will go over every survey received at the end of each month. The range for results will be 4-5 stars. If the percentage of customers that put under 5 stars is higher than those who did put 5 stars, money will be invested into service and upgrading facilities. If the percentage of customers that put 5 stars is greater than those who put under 5 then sales bonuses will be offered to employees.

Appendix

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14. Rosevear, J. (2017, June 06). General Motors: Cadillac Sales Are Booming in China. Retrieved September 27, 2017, from https://www.fool.com/investing/2017/06/06/general-motors-cadillac-sales-are-booming-in-china.aspx

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