In Vancouver, B.C., Cadillac, Chevrolet, Buick and GMC dealership Dueck on Marine, (located at 400 South East Marine Drive in the city) recently celebrated the unveiling of Cadillac’s new 2014 CTS sedan.
On November 21st, close to 600 guests descended upon the imposing dealership for a night of fun and festivities. In talking with Greg Keith, vice-president and owner at the Dueck Auto Group, the mission was to have a bit of fun and showcase Cadillac’s latest offerings. “We started this last year,” says Keith. “It’s about re-energizing the brand, to show people that Cadillac’s back. It isn’t your daddy or your grandaddy’s Caddy anymore.”
Keith said that top quality entertainment was a requisite for this event, with Cirque du Soleil acrobats, contortionists, live music and attendance from celebrities, including retired NHL star and former Vancouver Canuck Trevor Linden, former NHL coach Pat Quinn, CFL players Chris Burns and Shawn Stewart and Jody Clayman, from The Real Housewives of Vancouver.
Additionally, Dueck on Marine partnered up with other luxury brands including Harry Rosen, women’s fashion line Wear Else, La Swiss watches and Wayne Gretzky Estates wines to help set the mood and expose clients of each brand to the other offerings on display that evening.
As a thirtysomething, Keith says that most of his peers are into imported luxury cars such as BMWs and Mercedes-Benzes but when people get a glimpse of what Cadillac has to offer today they are often surprised. “A lot of people don’t know about the CTS wagon for example,” he says. “They might have an Audi Avant or BMW Touring but when they see the wagon, they want to take it out and drive it.”
Celebrating new product via launch parties is part of a bigger picture of what Keith sees as getting the Cadillac brand noticed. “It’s cool,” he says. “We just want to spread the word — to get more of these cars out there and get people driving them.”
