Cadillac extends brand to bicycles

DETROIT: Cadillac is producing a new line of bicycles to increase brand visibility and attract younger buyers.

DETROIT: Cadillac is producing a new line of bicycles to increase brand visibility and attract younger buyers.

The bike?s manufacturer, Kent International, is working with the New York office of Euro RSCG Magnet to garner media and consumer attention. Cadillac is handling communication with its dealers in-house.

?It?s an image-builder for the brand; it helps us communicate a lifestyle,? said manager of communication Kevin Smith, who is handling PR about the bike line for Cadillac.

The luxury car manufacturer has been working the past three years to attract younger buyers. New car designs have helped, with the average age of a Cadillac buyer declining during that period from the mid-to late 50s to the mid-to-late 40s.

The bikes should appeal to even younger buyers ? cycling enthusiasts in their 30s -- who may not be in the market for a Cadillac car or SUV.

?What?s most important is we?re making some brand contacts with consumers who otherwise don?t know a lot about the Cadillac brand,? said Doug Schumacher, manager of Cadillac accessories.

Euro RSCG has had a three-person team working on the project since April, said David Bray, the associate VP heading up the team.

The company worked for three months with a reporter from the Detroit News for a story about the bikes that ran on July 26. That piece was picked up by the Associated Press.

The bikes retail for between $300 and $2,000. They?re being sold by bicycle dealers and at Cadillac dealers who decide to carry them. Cadillac will show them at upcoming auto shows along with its cars and trucks, Schumacher said.

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