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For many years the top-selling luxury car in North America was the Cadillac. It reigned from 1950 to 1998. In 2000, Cadillac sales dropped to half of the sales in 1978. It appeared that it was only popular with older males. Younger males seeking luxury cars shopped elsewhere. Although Cadillac made \$700 million in 2000, the company felt it must pick up sales to younger males. To put Cadillac back on top, it is necessary to understand who is buying. A survey of luxury car buyers was undertaken. The following information was gathered from random samples of recent buyers of luxury cars.

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