Over 50% of multicultural consumers indicate that their cultural heritage and/or background greatly influence their purchase decisions. Within the automotive industry, African Americans comprise nearly 10% of Cadillac’s multicultural share of market volume – higher than the 7.9% across the industry. Among multicultural luxury car buyers and their assessment of a brand’s efforts in equity for their community, specifically Black and Hispanic consumers, sponsorship of Black/Hispanic artistic events ranks the highest followed by support of entrepreneurs and the celebration of their accomplishments. Above all, meaningful action, community engagement, and consistency are key. ​

Amplify Cadillac’s consistent investment in the Black community with expansion into the experiential space – allowing Black consumers to experience Cadillac live on the ground. ​

Amplify Cadillac’s consistent investment in the Black community with a 360-degree experiential activation in partnership with Feel the SPACE and Jack Morton for the 2024 American Black Film Festival.​​

• AdAge Finalists​
• 936 total entrants to the Cadillac Lounge with 65% unique entrants ​​
• 160 total Ride & Drive test drive participants with 93% unique participants​​
• Brand Opinion Lift saw an increase of +38% pts​​
• Brand Consideration Lift saw an increase of +21% pts​​
• Brand for Me Lift saw an increase of +12% pts ​