Cadillac has announced that the region’s biggest cultural festival, SOLE DXB, will set the stage for the unveiling of the brand’s very first compact SUV, the all-new XT4. Kicking off Cadillac’s product offensive through to 2020, the new model is aimed at the type of young, upwardly mobile consumers that the three-night, two-day festival attracts every year.
Running from December 6th to 8th, SOLE DXB will give its millennial audience, an exclusive opportunity to experience first-hand the all-new XT4 as part of the bespoke Cadillac themed activations that will offer festival-goers the opportunity to experience the brands core values.
Christian Soemmer, Managing Director of Cadillac Middle East, said, “SOLE DXB is one of the largest cultural festivals in the UAE and aligns with our core values. As a brand, we are always looking at new innovative ways to connect with young customers and we consider SOLE DXB the ideal platform to reveal Cadillac’s very first compact SUV. Festival-goers will be the very first in the region to set sight on the XT4, which features the latest in cutting-edge technology, and we look forward to celebrating this milestone together.”
As one of Cadillac’s key regions, the Middle East boasts an ideal market for the all-new XT4, with the population comprising a majority of millennials.
Raj Malhotra, Co-Founder of Sole DXB said: “We’re so pleased that Cadillac have chosen Sole DXB as their platform to launch the XT4. Treating our audience as peers is one of the main foundations of our relationship. Cadillac’s participation this year will continue to enhance the experience of our community, through storytelling. This partnership is a case study on how a multinational and an independent entity, like Sole, can come together and create.”
Following two consecutive years of successful collaboration, the American brand and annual fashion and art festival announced a long-term three-year agreement in 2017 that will see them partner together until 2019.
Last year, Cadillac made waves when they announced they would be bringing 2017’s final exhibition of ‘Letters to Andy Warhol’ to SOLE DXB. The iconic artist was among one of the most influential people of the twentieth century and the display showcased rarely-seen letters that offered a glimpse into Warhol’s personal experiences and relationships.
This year, Cadillac aims to raise the bar with a unique activation offering a true Cadillac experience that will set the stage for the widely anticipated regional reveal of the all-new XT4.
Cadillac has undergone a significant shift in direction in the last three years – using sophisticated design, technology and an authentic attitude to appeal to independently-minded individuals. Starting with the launch of the first ever XT4 in December, Cadillac will bring a new model to market every six months – a total of five vehicle lines in the space of just two years.