Case Study – Cadillac V-Series Performance Driving
Cadillac marketing developed the CTS-V Performance Lab, a tour of six stops at prestigious venues around the country, primarily for the launch of its new CTS-V Coupe. The CTS family of vehicles was utilized to reinforce messages taught in a classroom setting to introduce prospective customers, and educate some dealers as well as regional salespeople, to the technical attributes and performance capabilities of the V-Series.
Pratt & Miller provided technical support for this program, both in preparing and maintaining the 50 cars on the tour, as well as interacting with participants to answer questions about technical aspects of these highly advanced vehicles. Pratt & Miller personnel at the events included an on-site manager, electrical diagnosis technicians, and several racing technicians. Pratt & Miller also provided a previous-generation CTS-V race car for display.
Elements of the program focused the cars’ dynamic performance, including the 556-hp, supercharged V8 engine, Brembo brakes, Michelin Pilot Sport tires, and also on their “smart” systems, such as electronic stability control and the adaptive suspension’s magnetic rheological dampers. Making sure that these sophisticated sub-systems were working properly in concert and presented in an attractive manner required a thorough knowledge and understanding of how the systems function and interact. Cadillac chose Pratt & Miller because of their level of knowledge and experience with these types of state-of-the-art technologies.
The goal was to ensure that the participants’ experiences with the cars were always premium and flawless. Over the course of the tour more than 3,000 prospective V-Series buyers received just that.