Cadillac has long been synonymous with luxury, innovation, and the American dream. As the brand shifts toward an electric future, it is redefining its place in the market. In this interview, Cadillac’s CMO Melissa Grady Dias discusses the brand’s strategy of integrating luxury and EV marketing by shifting the focus from electric-specific messaging to highlighting the vehicle’s performance, design, and storytelling. She shares insights on addressing consumer concerns like range anxiety, leveraging digital and influencer partnerships, and expanding experiential marketing efforts, all aimed at reinforcing Cadillac’s heritage while embracing an electric future.
Vintage Pink Cadillac Deville
FOR TODAY’S CONVERSATION, YOU CHOSE THE THEME: “REIMAGINING A CULTURAL ICON.” WHY THAT TOPIC, AND WHAT DOES IT MEAN FOR YOU—AND FOR CADILLAC?
Grady Dias: Cadillac is such an interesting brand. When I joined in 2019, I felt honored to be part of something with such a rich history. When we started our journey on our brand transformation, we asked: If Cadillac didn’t exist, what would be missing from the world? The answer was clear, and profound—Cadillac is an American icon and a symbol of the American dream.
We show up in people’s lives during meaningful moments—family stories, celebrations, milestones. That’s where our current campaign came from: “Let’s take the Cadillac.” Because once you decide to take the Cadillac, it turns into an adventure and elevated experience. As we shift into electric vehicles, it’s not about changing who we are—it’s about revealing it to the world.
YOU’VE LAUNCHED A BOLD NEW CAMPAIGN. TELL US MORE ABOUT THE THINKING BEHIND “LET’S TAKE THE CADILLAC.”
Grady Dias: We’ve noticed that the moment people step into a Cadillac is meaningful. That’s not just at the time of purchase—every time you choose to take your Cadillac, it’s a decision to elevate the moment. This campaign is about recognizing that. We worked with 72andSunny on this—their first campaign with us—and it just clicked. It’s colorful, energetic, and bold. Just like the future of our brand.
The Cadillac Optiq Arctic (2025) electric SUV car at the Paris Motor Show
HOW ARE YOU APPROACHING EDUCATION AROUND ELECTRIC VEHICLES (EVS)—ESPECIALLY WITH PEOPLE WHO MAY FEEL OVERWHELMED OR HESITANT?
Grady Dias: EV education is a big focus for us. One of our mantras this year is “the feel of the wheel seals the deal.” Getting people in the car to experience what electrification really feels like is key. Once they experience the performance and luxury of an EV, it shifts perceptions.
Range anxiety is real, but we’re realizing it’s more about charge anxiety—the truth is, over 95% of your charging will happen overnight at your home, much like plugging in your cell phone at the end of the day. In those instances where you are on a longer venture, knowing where to go, how to charge, and what to expect is paramount. We’re building route planning and education into our apps, dealer experiences, and communications to make it easier. And we’re still in trial-and-error mode—we’re listening and learning from drivers as we go.
WHAT’S YOUR APPROACH TO SOCIAL MEDIA—ESPECIALLY REACHING YOUNGER GENERATIONS ON PLATFORMS LIKE TIKTOK AND INSTAGRAM?
Grady Dias: We’ve been building a more thoughtful social strategy. Currently, we balance using curated highlights and cut-downs from our video content with authentic partnerships featuring creators and influencers who share genuine real-world experiences. One of my favorite examples: A woman on TikTok showed the flat tunnel space in a LYRIQ and called it her “luxury handbag holder.” That’s in-market storytelling. That’s what resonates.
WHAT DOES THE PLANNING CYCLE LOOK LIKE FOR A NEW VEHICLE LAUNCH—AND HOW HAS THAT CHANGED IN RECENT YEARS?
Grady Dias: Product development happens years in advance. But our go-to-market approach has shifted post-pandemic. During the chip shortage, cars were selling before they even hit the lot. We were doing a lot more pre-launch marketing. Now, we’re focused on aligning messaging with actual availability. That means being nimble—and with five launches in six months, we’ve been very busy!
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YOU’VE SPOKEN ABOUT BALANCING BRAND AND PERFORMANCE MARKETING. WHAT DOES THAT MEAN IN PRACTICE?
Grady Dias: I don’t believe in separating brand from performance. I believe that you have to grow your brand constantly, while still focusing on winning the in-market fight. And I believe that everything should be measured, just not necessarily by sales. Brand building is the crux of long-term growth. In automotive, most people come into the buying process with two or three brands in mind—and they usually buy one of those. If we’re not one of them, we’re not even in the game. So every campaign has to ladder up to long-term brand growth, while still driving short-term results.
YOU’VE MENTIONED CADILLAC BEING MORE THAN A CAR—IT’S A CULTURAL ICON. HOW ARE YOU EXTENDING THAT INTO LIFESTYLE AND PARTNERSHIPS?
Grady Dias: Cadillac is about achieving your own version of the American dream. We’ve partnered with brands like Grayson, which is a Detroit-based clothing company that shares our values. We think about every collaboration through the lens of our brand DNA. Whether it’s merchandise or cultural campaigns, it’s always about celebrating boldness, progress, and individuality.
IF YOU COULD GO ON A ROAD TRIP IN ANY CADILLAC WITH ANY BRAND OR CMO—WHO WOULD YOU TAKE AND WHAT WOULD YOU TALK ABOUT?
Grady Dias: I’d be in an Escalade IQ with my family, driving across the country without an itinerary. I’d stop along the way and talk to marketers in every city. And at the end of the trip, I’d debrief it all with Seth Matlins [managing director of the Forbes CMO Network]. He always brings a fresh perspective—and it would be amazing to synthesize all those conversations into new ideas for the brand.
Jessica Nuremberg is the co-founder of The Marketer’s Collective, a platform that champions open dialogue and collaboration among today’s leading marketing minds.
