It was the year 1934, and Cadillac was looking for a way to market themselves to a broader audience of Americans. The entire industry was attempting to recover from the Great Depression.
Based in Detroit, Michigan, sales executives noticed a up-and-coming demographic of potential sales. The African-American community had a lot of money to spend as affluent Black Americans all over the nation were not allowed in most dealerships.
Cadillac management ordered dealers to welcome all buyers equally and directed advertising toward Black communities, all over the nation.
Sales spiked by 70% within a single year, pulling Cadillac back from the brink of financial ruin, saving the company from bankruptcy. This move to integrate dealerships and advertise to the African-American community paved the way for decades of loyal customers.
The competition took note, and decided they could not miss out on this demographic. Slowly, but surely the entire automotive industry in the United States began to integrate as well.
