11/26/2024
Cadillac and black americans who saved the company
During the Great Depression, Cadillac faced severe financial difficulties and was on the brink of collapse. However, the brand's survival and eventual success were significantly influenced by the support of Black Americans.
In the 1930s, Cadillac had an unwritten policy of discouraging sales to Black customers. Despite this, many affluent Black Americans found ways to purchase Cadillacs, often through intermediaries. Recognizing this untapped market, Nicholas Dreystadt, head of Cadillac's service division, convinced General Motors to drop the discriminatory sales policy2. This decision led to a substantial increase in sales, with Black Americans playing a crucial role in reviving the brand.
By actively marketing to Black customers, Cadillac saw a 70% increase in sales within a year, helping the company recover from the economic downturn. This pivotal moment not only saved Cadillac but also highlighted the significant buying power and loyalty of Black Americans.
It's a fascinating piece of history that underscores the impact of inclusive business practices. Anything else you'd like to dive into about Cadillac or its history?
