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Roadfly Magazine
Issue Eleven
Table of Contents

Past Issues Index
Roadfly Magazine
Aston Martin at Detroit Auto Show
Issue Eleven
March 30, 2004
Live, From Detroit, It's the 2004 NAIAS!
Detroit Auto Show Awards
Keeping things in Balance
60 Seconds with Henrik Fisker
Windshield Dyno: The Beltronics GX2
Nissan Altima Facelift
WORK Wheels Introduction
Cadillac Merchandise
Not The Record To Be Proud Of
Open Wheel Racing in the USA: Big Changes
Bear Market in the Auto Business?
Coming Next Issue
NYC Auto Show

Cadillac Style
By John Henley
Staff Writer

(Monday, Jan. 12, 2004 10:15 AM EST)

Cadillac Apparel Leather Bomber Jacket

Cadillac Style Golf Putter

Showroom boutiques have now become commonplace at large Harley-Davidson franchises in cities all over the country. As the motorcycle company became an icon among middle-aged baby boomers in the last decade, executives at the company saw the potential in marketing accessories with the Harley logo to its customers.

In recent years, automakers have begun to follow suit. BMW and Lexus have been marketing items that carry their logo to their customers for some time.

The management at Cadillac is the latest to decide their line of cars could benefit from peddling high-end goods carrying its logo. From watches and briefcases to housewares, glassware and Callaway golf equipment, the Cadillac logo will be emblazoned on items that "are consistent with the image of Cadillac," said Mark LeNeve, general manager of Cadillac.

Pendleton, Nambe, Mont Blanc, Skagen, Danier and Callaway are just a few of the manufacturers contracted to produce merchandise with the Cadillac logo. There will reportedly be children's apparel as well.

"It's a natural outgrowth of our current positioning and the renaissance of Cadillac," LaNeve said.

Seeking out products and manufacturers that would appeal to Cadillac's upscale clientele was the job of Susan O'Callaghan, national sales promotion manager for Cadillac, and Chemistri, the advertising firm that handles Cadillac's national and regional adverstising. Identity Marketing Group was hired to work with manufacturers and ensure "program fulfillment."

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