Performance ups the ante for General Motors at Dubai International Motor Show

American automotive giant, General Motors, set the standard at the Dubai International Motor Show (DIMS) late last year, unveiling some of the key models at the event. The Performance Communications Middle East team were on hand to support Cadillac and GMC, for one of the first major events since the Dubai office started its relationship with General Motors in June.

Over the course of the week-long event, Performance developed and dispatched press materials, secured spokesperson interviews with dozens of key media, and monitored the regional media’s enthusiastic reaction to the brands models and activations.

Cadillac, the luxury automotive brand showcased its exciting future in the region, with the Middle East’s premiere for the Escala concept car which formed the centrepiece of the stand. Designed to be both a driver’s car and an indulgent flagship sedan, Cadillac’s Escala Concept demonstrated future design and technical systems.

Cadillac also unveiled a raft of 2018 models that are set to take the Middle East by storm, including the 2018 XTS, CT6, XT5, Escalade, and the ATS-V and CTS-V models.

Demanding attention at the GMC stand, a unique Desert Fox Middle East concept truck made its global debut. This was showcased alongside an original example of a classic 1979 Desert Fox Jimmy. Demonstrating how the premium brand’s reputation for delivering power and style is reflected in its current line-up, GMC also showcased the all-new 2018 Terrain and a refreshed 2018 Yukon Denali on the brand’s stand at the show.

Welcoming hundreds of traditional and social media representatives to the Cadillac and GMC stands, the General Motors brands achieved significant results including  TV coverage from Sky News Arabia, radio interviews with Virgin radio, HIT FM, Star FM and Dubai Eye, print coverage in national newspapers and magazines, plus a plethora of online articles from across the Middle East media.