We did this as a case-study when I did an Engineering Management class at University. This Co.Design article captures beautifully the rise to the top of Cadillac, and how it fell during bad times, and how since 2000 they have slowly crawled back. If you have driven sedans in the US, and if you have ever driven a Cadillac, you would know the difference in driving a Caddy and the rest. The luxury is very evident.
Read the Co.Design article here.
(pic courtesy the same Co.Design article above)