One of the fundamentals of marketing is knowing what your customer values. You can’t be everything to everyone.
Case in point: The Cadillac Cimarron.
What was so bad about it? It was a poor attempt to introduce a lower-priced Cadillac. GM decided to put Cadillac badges on a Chevrolet Cavalier and call it a new car.
As you can imagine this didn’t go so well. Luxury customers did not want to drive a Cavalier dressed as a Cadillac. And while the Cimarron was cheaper than your typical Cadillac, it was still more expensive than a Chevy equivalent. So budget-conscious customers weren’t interested either.
This mistake haunted GM for years. So much so that it brought down the reputation and status of the Cadillac brand.
