Please take a look at the image below. As mentioned there, Cadillac is repositioning itself as a car for younger drivers.

This

$..$technique is frequently used by marketers to understand the location of their products in customers' mind.

Each car occupies a position in consumers' minds.

Cars can be positioned according to attribute $($sporty$,$ conservative, etc.$),$

to price$/$quality $($affordable$,$ classy, etc.$)$ or other bases.

Cadillac has repositioned itself as a car for younger drivers with edgier ads.