Cadillac: The Video Game

By: Beth Shayne
By: Beth Shayne

It's so real, it looks like you could reach out and touch it.

Gamers can drive the CTS-V, XLR-V, or STS-V at full boar, animated of course, courtesy of Project Gotham Racing 3 on an Xbox 360. The marriage is a downloadable feature that puts the gamer in the seat of GM's new V-series Cadillacs. They are cars with at least 400 horsepower each.

"Project Gotham 3 is all about speed and style, and really CTS-V and STS-V are all about the same thing," says Heidi Magyar, GM Lansing Grand River Spokesperson.

Two of the 3 V-series vehicles are made in Lansing at the Grand River Assembly Plant where they boost, they are all about speed.
Featuring that speed in a video game, well, you can imagine, it puts it on the radar of a younger buyer.

"It's aimed at 30 to 40 year old males who no longer watch TV," says Bruce VandenBergh, a professor of advertising at MSU.

Supercharged and super sleek, the V-series is part of a new approach Cadillac's been trying since about 5 years ago.

"I say this is jest, but their market at the time was deceased," VandenBergh jokes.

Once thought to be an old man's brand, they are repositioning themselves in a young man's world. Perhaps you remember another high-profile partnership like that--they also featured the original CTS in Matrix Reloaded, released in 2003.

"Coming out with this gaming partnership is one more way of reaching a youth market that can look at these cars and maybe think about considering them for the future," Magyar says.

That of course, is the ultimate goal: Translate speed into sales. Cadillac has to become not just luxurious, but timeless too.

"To reposition to a younger market, it was a big risk but it worked," VandenBergh says.


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