INNOVATOR Dr. Azad Moopen, Founder Chairman and Managing Director, Aster DM Healthcare
Onward and upward
Cadillac Middle East Regional Sales and Marketing Manager Nadim Ghrayeb Cadillac is undergoing a transformation in terms of its image and messagingand Ghrayeb wants to show that the brand is living and breathing what it stands for By Aby Sam Thomas
For a luxury brand as recognizable and storied as Cadillac, one would perhaps assume that its Regional Sales and Marketing Manager for the Middle East, Nadim Ghrayeb, would have a relatively easy job on his hands. But that does not seem to be the scenario at all: over the last two years, Cadillac has been going through a self-imposed transformation in terms of how it is perceived in the market, and yes, this shift in direction
has been happening here in the Middle East as well- and Ghrayeb has been tasked with marketing the brand across the region. “Cadillac has undergone a big change in its brand image and the way it communicates to the public,” he says. “When you look at any kind of material from the brand, from a billboard to TV, you can see Cadillac reflects our way of thinking: it’s sophisticated, bold, and optimistic in tone, and these are our core values
Cadillac ATS-V sedan
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that everything at Cadillac is shaped around. It is not only our brand that holds these values true– we have also revamped who our brand and vehicles are aimed at.” For a luxury brand that has more than 100 years of history behind it (and a presence in the Middle East for more than 80 years), Cadillac’s shift in tone and messaging is characteristic of its efforts to stand out and attract customers in what is an extremely competitive market out there. “Today’s Cadillac drivers are also bold, sophisticated and optimistic,” explains Ghrayeb. “Looking at the new luxury segment, our customers are looking for a global symbol of style, which represents the independently minded. We call them ‘entrepreneurials.’ They are not always entrepreneurs in the literal definition of the word, but they are successful people in their respective
fields that share a common passion and a driven pursuit to realize their dreams, and live their aspirations.” And this thus explains the “Dare Greatly” theme that governs Cadillac as a brand todaybut the genius of the motto is in that it is also reflective of all of the innovations the automotive company has showcased since its establishment way back in 1902. “Our history was built on