DETROIT -- For the record, General Motors Co. says Modernista, Cadillac's advertising agency for three years, bowed out of a newly announced competition for the luxury brand's business.
But two high-ranking sources familiar with GM's advertising say the tone of the Boston agency's advertising is off-key. The ads fail to give consumers reasons to consider the merits of Cadillac products, they say.
Cadillac's U.S. sales plummeted 44 percent through September. In the same period, luxury brand sales overall fell 29 percent, according to the Automotive News Data Center.
Modernista has been Cadillac's agency since the summer of 2006 and Hummer's since 2002.
GM declined to make Bryan Nesbitt, Cadillac's general manager, available to comment. Modernista also declined to comment.