This already failed... remember, the moved Cadillac to Tribeca to grab the "hip crowd" and now they have moved Cadillac back to Michigan and are trying it make it the all electric brand. This is after they tried to make the German car killer.It's at least as much a perception problem. Chevy has some great products, but if I were to do word association with Chevy (before the Bolt), the first words out of my mouth would have been Aveo, Impala, Sonic. I imagine most of the public associates Chevy with trucks and economy cars.
Cadillac needs a good marketing campaign to change perception that it's not just for old people, while not alienating their older base.
While I agree it's needed, they haven't shown the ability to reinvent brands or Oldsmobile, Saturn, and Pontiac might still be around.