“If you build it, he will come”; now this may be the whisper heard by Kevin Costner in the 1989 movie Field of Dreams, but it also stands true for any product –and especially cars.
No matter what your image or marketing strategy, in the long term the product itself makes or breaks a carmaker. Recent “rags to riches” stories include Hyundai, Kia and Skoda, all of which a little over a decade ago were offering below par, or at best acceptable, models but are now posting record sales year after year thanks to their new, much improved range.
Cadillac, once the default choice in the luxury car segment in North America, witnessed a streak of uncompetitive products ruin its image and sales before GM buckled up and began reshaping the brand starting with the CTS.
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