CADILLAC BUILDS CUSTOMER RELATIONSHIPS THROUGH GOLF

DETROIT - Cadillac continues its strong association with golf in 1999 with a comprehensive series of programs ranging from sponsorship of top professionals to involvement with amateur tournaments and clinics.

Cadillac's integrated golf marketing program for 1999 includes sponsorship of the Senior PGA Tour Cadillac Series, Team Cadillac professional golfers, Cadillac Invitational amateur golf series and Masters Tournament telecasts. Promotional activities such as on-site product displays, hospitality areas and advertising enable Cadillac to further leverage its golf sponsorships.

"Cadillac's involvement with golf is a powerful and effective way to reach luxury car buyers," said Martin Walsh, Cadillac's general director of marketing. "Working together with our dealers, we have found that we can successfully build relationships with current and potential customers by associating with an activity that is important to them."

Following are the highlights of Cadillac's golf marketing programs.

SENIOR PGA TOUR CADILLAC SERIES

The Cadillac Series is a season-long ESPN-televised competition that began with 14 tournaments in 1990 and has grown to 23 tournaments in 1999, with the addition of the BankOne Championship in Dallas. Senior PGA Tour professionals accumulate points at the Cadillac Series events throughout the season, with the winner announced at the Senior Tour Championship in November.

As winner of the 1998 Cadillac Series, Hale Irwin received a 1999 Seville STS and a 1999 Catera. Second-place finisher Jay Sigel won a 1999 DeVille Concours and third-place finisher Larry Nelson won a 1999 Eldorado Touring Coupe. Cadillac is the official car of the Senior PGA Tour and also contributes to each Cadillac Series event's purse.

Cadillac's title sponsorship on the Senior PGA Tour is the Cadillac NFL Golf Classic at Upper Montclair Country Club in Clifton, N.J. The event pairs top senior golfers and National Football League stars in a unique and exciting format.

TEAM CADILLAC

Team Cadillac is made up of a group of top professional golfers, the most recent addition being Tom Watson, who joins Fred Couples as the PGA Tour pro members. Team Cadillac's Senior PGA Tour contingent is made up of Arnold Palmer, Lee Trevino, Jim Colbert, Jim Dent, Bob Murphy, Jay Sigel, Dave Stockton and Larry Ziegler. LPGA Tour standout Michelle McGann also is a member of Team Cadillac.

Team Cadillac members wear the famous wreath-and-crest logo on their shirts during all tour events, participate in Cadillac advertising and represent Cadillac at various dealer functions and special events.

MASTERS TOURNAMENT

Cadillac's affiliation with golf includes television sponsorship of the sport's premier event, the Masters Tournament. Cadillac has been one of two exclusive television sponsors of the Masters since 1968.

CADILLAC INVITATIONAL

The Cadillac Invitational, a series of approximately 125 amateur golf tournaments held throughout the United States, is the largest corporate-sponsored, charity-based golf program in the country. The National Kidney Foundation (NKF) operates the tournaments through a network of state affiliates and local chapters. Since 1991, more than $30 million has been generated for the NKF, including more than $5 million in 1998, making it the most successful amateur golf fund-raiser in the United States.

The program attracts thousands of amateurs. The player's entry fee includes golf, a gift bag, lunch, a test-drive opportunity, dinner and a generous donation to the NKF.

ON-SITE ACTIVITIES

In addition to on-site signage and vehicle displays, Cadillac brings innovative ideas to maximize the return on its golf sponsorships.

At select Cadillac Series events throughout the year, a member of Team Cadillac offers a walking clinic for up to 500 Cadillac guests, including current Cadillac owners as well as owners of competitive brands. During the walking clinic, the Team Cadillac member plays two holes while explaining his strategy to the guests, and giving insight into club and shot selection, as well as technique.

Cadillac also sponsors a hole-in-one program for amateurs as well as Senior Tour professionals at each Cadillac Series event. The first professional to record a hole-in-one at a predetermined hole during the final round is awarded a Cadillac. The hole-in-one vehicle is displayed on the golf course throughout tournament weekend.

The Cadillac Measure-Up Challenge is another program developed to get potential customers involved with Cadillac products. A Cadillac model is displayed in a high traffic area and the general public is invited to answer questions about the car on a questionnaire, noting the unique vehicle features which make it superior to the competition. Guests taking the survey are encouraged to sit in the car, check out its features and ask questions. All participants receive a small gift for filling out the questionnaire and at some events are entered in a sweepstakes for a larger giveaway, such as a car.