Books & Articles

How Cadillac Cows Inspired a Marketing Guru

originally published on

The leather used to upholster the U.S. standard luxury car, the Cadillac, had just received sub-par reviews in a survey by JD Powers, despite the fact that GM was taking painful steps to use the best leather in the market. Execs at GM were puzzled; the brand had the most expensive leather among its competitors and “Cadillac cows” were distinguished by not having any scratches, fly bites, neck wrinkles or other so-called imperfections that plague heifers destined to become automotive interiors.