name associ- ation with the brand. The band was actually named for drummer Mick Fleet- wood and bassist John McVie, members of a band dating back to 1967.     crème de la crème positioning. Each time a movie star, ambassador, or other famous person arrived at an important event in a Cadillac, the brand made a greater foothold in American culture. Similar to the Rolling Stones, Cadillac had a knack for being at the center of the action, always surrounded by onlookers. The Elvis connection also helped-he bought Cadillacs as frequently as he did jelly doughnuts, gave them away to adoring fans (both of him and the car), and went to his final resting place in a funeral procession lead by 12 white Cadillac limousines.* At the height of its popularity, GMs nameplate icon accounted for 8 out of 10 luxury car sales in the United States, helping GM become the most profitable and valuable firm on the planet. As with many successful brands, Cadillac gave in to the tempta- tions of laziness and status quo mentality. The Cadillac brand fell from its lofty position to playing second fiddle to Mercedes, Lexus, Jaguar, and even Lincoln. For years, Cadillac survived, but it failed to represent changes in the market and failed to evolve. By 2000, Cadil- lacs market share had fallen from nearly 80 percent in the 1950s to about 10 percent. However, while market share plummeted, the aver- age age of its new customers soared to 66 by 2001, nearly 10 years older than those of competitors such as Lexus, BMW, and Audi.4 Cadillac still had fans, but unfortunately, the number of future pur- chases they would make was no doubt limited. The company recognized that without change, a slow death was likely. The challenge became how to change the product and posi- tioning enough to attract new, younger consumers without alienating loyal, older ones. The Rolling Stones turned to their affinity for tech- nology to update their relevance and connection to the baby-boomer market. Cadillac did something similar with its rebranding efforts by reengineering the car itself to reflect better the changing attitudes and lifestyles of its desired customers. Cadillac introduced the CTS, a sleeker, entry-level luxury sedan designed to appeal to baby boomers in their late forties and fifties     *Yes, we acknowledge that many fans do not accept that Elvis has yet gone to his final resting place and that some even report he has been spotted locally only recently.     currently driving a BMW or a Lexus. Its introduction resembled the release of a new Rolling Stones album, combining the best of the old with new features likely to entice target customers, such as cuphold- ers and a standard Bose 200-watt, seven-speaker system with CD player. The right mix of design and function resulted in an edgier look-influenced by stealth fighters and Bang & Olufsen electronics products-and higher performance, with a 220-horsepower Twin Cam V6 engine that lets it do 0 to 60 in 6.9 seconds with a five-speed manual transmission. Although some 60-year-olds might still prefer the more traditional Cadillac style, their choice wasnt removed from the