Cadillac is busy remaking itself, updating its existing products and moving towards an all-electric future with a number of exciting new vehicles just over the horizon. Alongside a revamp for its extended model line, the Cadillac brand identity is also changing. We recently got a chance to discuss these brand changes with Cadillac President Steve Carlisle at the recent debut for the 2021 Cadillac Escalade, inquiring whether the automaker had solidified its identity. Here’s what he had to say.
“I think we’re getting there,” Carlisle told Cadillac Society Executive Editor, Alex Luft. “We feel like we have it, particularly since moving back to Detroit.”
As a reminder, Cadillac relocated its headquarters to Michigan after a four-year stint in New York City. At the time, Cadillac cited “inefficiencies” between the Cadillac team and the brand’s parent company, General Motors, the latter of which is located in Michigan. The move apparently also helped to redefine the Cadillac brand.
The new Cadillac HQ in Michigan
“If you look at our advertising, you’ll see the value and energy and attitude and color and life start to come through, so I think we’re getting our arms around what it means to be American luxury and how important it is to lead with technology and innovation, like Super Cruise, OLED, our new digital platform and everything like that,” Carlisle continued.
The technologies Carlisle mentions are all on display with the next-generation 2021 Cadillac Escalade, which comes equipped with the Super Cruise semi-autonomous driving system, organic LED displays, and the latest Global B electrical architecture, the latter of which we recently profiled with regard to benefits over the outgoing electrical architecture.
“Life is a journey, right? And I think in luxury we had to go through the process of learning our identity and we’ve evolved from there,” Carlisle added.
Indeed, big changes are in store for Cadillac, and that includes new changes for the Cadillac brand identity. Check out the automaker’s latest advertising effort in the new “No Barriers” spot, which includes the entire 2021 Cadillac lineup, and also make sure to subscribe to Cadillac Society for ongoing Cadillac news coverage.
Frank Ricciardi
Unfortunately I think Cadillac is on a path that leaves traditional Cadillac buyer behind. I understand the need to move forward and embrace new technologies, but I think the future, at least the near future, needs to be somewhat tempered. I’m not sure the world is ready for a $200,000 Electric Cadillac…I know I’m not.
Greg
I agree that that Cadillac is pivoting away from what you call their “traditional” customer. That customer continues to age and may have only one, or most two new car purchases left in them.
And yes, I also agree that the near future is less than certain.
As for the Celestiq, I’m starting to understand why it’s being planned. Overall, such a product is the least costly way for Cadillac to create it’s “Flagship”.
Yes it’s going to be very expensive to buy. This way, Cadillac will have at least SOME recognition in that market demographic.
It’s development is just one of many vehicle programs being planned, so costs are spread to a degree. The real costs will, I think, be in body panels and interiors, all the exclusive components, and labor. But I think the workforce required to build one won’t be large.
Also, it’s not a production car as such. While lots of money is being spent on designing it, there’s no gamble of regular production. Building cars and hoping/assuming people will buy them (like CT6). When a Celestiq is built, it’s already been paid for. Cadillac will order/make only the number of components necessary for the number of cars sold. That makes those components much more costly, yes. Hence the sticker price.
At the end of the day, it all comes down to the car itself. It’s all up to Cadillac.
John Engelman
Very well stated Frank. For the most part I agree with you. As a GM stockholder, and the owner of over 41 Cadillacs in my life time it makesw no sense to me to discontinue the CT6 without a replacement, and I don’t mean from China. A re-engineered (new) CT6 would have filled that price point in the segment ($65,000-$100,000) nicely.
The all new CT4, and CT5, which compete in the 1 Series/CLA, and 3 Series/ C Class segments, leave a big void. Cadillac has nothing in the 5 Series/ E Class/A6 and A7 segment.
The CT5 customer, who wants to move up, has nowhere to go. Some of the quotes from Carlisle make no sense to me…..
Jonathan Lopez 1 day ago 2 Comments
Cadillac President Steve Carlisle On Cadillac Brand Identity: Exclusive
Cadillac President Steve Carlisle On Cadillac Brand Identity: Exclusive
0
shares
Facebook
Twitter
Subscribe
Cadillac is busy remaking itself, updating its existing products and moving towards an all-electric future with a number of exciting new vehicles just over the horizon. Alongside a revamp for its extended model line, the Cadillac brand identity is also changing. We recently got a chance to discuss these brand changes with Cadillac President Steve Carlisle at the recent debut for the 2021 Cadillac Escalade, inquiring whether the automaker had solidified its identity. Here’s what he had to say.
“I think we’re getting there,” Carlisle told Cadillac Society Executive Editor, Alex Luft. “We feel like we have it, particularly since moving back to Detroit.”
As a reminder, Cadillac relocated its headquarters to Michigan after a four-year stint in New York City. At the time, Cadillac cited “inefficiencies” between the Cadillac team and the brand’s parent company, General Motors, the latter of which is located in Michigan. The move apparently also helped to redefine the Cadillac brand.
The new Cadillac HQ in Michigan
“If you look at our advertising, you’ll see the value and energy and attitude and color and life start to come through, so I think we’re getting our arms around what it means to be American luxury and how important it is to lead with technology and innovation, like Super Cruise, OLED, our new digital platform and everything like that,” Carlisle continued.
The technologies Carlisle mentions are all on display with the next-generation 2021 Cadillac Escalade, which comes equipped with the Super Cruise semi-autonomous driving system, organic LED displays, and the latest Global B electrical architecture, the latter of which we recently profiled with regard to benefits over the outgoing electrical architecture.
“Life is a journey, right? And I think in luxury we had to go through the process of learning our identity and we’ve evolved from there,” Carlisle added.
What the hell is he talking about? Cadillac had, for over 100 years, a luxury and elegance brand identity. They were …”The Standard of the World” until they went down that road of making due with cheap, poor build quality, product. Part of the reason GM went through bankruptcy…..poor made product. Now Cadillac is mostly defined by “TRUCKS”….which are not about luxury and elegance.
Jonathan Lopez 1 day ago 2 Comments
Cadillac President Steve Carlisle On Cadillac Brand Identity: Exclusive
Cadillac President Steve Carlisle On Cadillac Brand Identity: Exclusive
0
shares
Facebook
Twitter
Subscribe
Cadillac is busy remaking itself, updating its existing products and moving towards an all-electric future with a number of exciting new vehicles just over the horizon. Alongside a revamp for its extended model line, the Cadillac brand identity is also changing. We recently got a chance to discuss these brand changes with Cadillac President Steve Carlisle at the recent debut for the 2021 Cadillac Escalade, inquiring whether the automaker had solidified its identity. Here’s what he had to say.
“I think we’re getting there,” Carlisle told Cadillac Society Executive Editor, Alex Luft. “We feel like we have it, particularly since moving back to Detroit.”
As a reminder, Cadillac relocated its headquarters to Michigan after a four-year stint in New York City. At the time, Cadillac cited “inefficiencies” between the Cadillac team and the brand’s parent company, General Motors, the latter of which is located in Michigan. The move apparently also helped to redefine the Cadillac brand.
The new Cadillac HQ in Michigan
“If you look at our advertising, you’ll see the value and energy and attitude and color and life start to come through, so I think we’re getting our arms around what it means to be American luxury and how important it is to lead with technology and innovation, like Super Cruise, OLED, our new digital platform and everything like that,” Carlisle continued.
The technologies Carlisle mentions are all on display with the next-generation 2021 Cadillac Escalade, which comes equipped with the Super Cruise semi-autonomous driving system, organic LED displays, and the latest Global B electrical architecture, the latter of which we recently profiled with regard to benefits over the outgoing electrical architecture.
“Indeed, big changes are in store for Cadillac, and that includes new changes for the Cadillac brand identity. Check out the automaker’s latest advertising effort in the new “No Barriers” spot, which includes the entire 2021 Cadillac lineup”
The 2021 linup for Cadillac is the worst I’ve ever seen. Four trucks, and two mediocre sedan that are not worthy of the Cadillac name. Compare this to when Cadillac had luxurious, and elegant sedans, a personal size luxury sedan and Coupe, and also the Escalade SUV.
“The technologies Carlisle mentions are all on display with the next-generation 2021 Cadillac Escalade, which comes equipped with the Super Cruise semi-autonomous driving system, organic LED displays, and the latest Global B electrical architecture, the latter of which we recently profiled with regard to benefits over the outgoing electrical architecture.”
And if your not interested in “TRUCKS” where does that leave you. The CT6 had everything he mentioned except the Global B platform, in 2018. The Global B electrical architecture would have been adaptable in the Omega(SSR) chassis for the next generation CT6. They stole the OLED display lighting from the Escala, which was to go into production next year as the “flagship sedan” …..
“If you look at our advertising, you’ll see the value and energy and attitude and color and life start to come through, so I think we’re getting our arms around what it means to be American luxury and how important it is to lead with technology and innovation, like Super Cruise, OLED, our new digital platform and everything like that,” Carlisle continued.
Are you serious?……Cadillac advertising is awful. What does he mean when he says “American Luxury”?? American Luxury to me is all of those things like advanced technology, including platforms, OLED, Super Cruise, and, especially….LUXURY and ELEGANCE. It can’t just be about TRUCKS and ELECTRICITY.
Look at the competition in the segment, from Mercedes, with the S Class and the Maybach, from BMW with the 8 Series, and the new vehicles coming from Audi and Lexus. A variety of Sedans, Coupes, Convertibles, not to mention AMG, M Series, and others from Audi and Lexus…and Cadillac has NOTHING until 2025…
Look, call me what you want, but I have never bought anything but AMERICAN MADE. Trashing me will not change anything I have said.
Robert Dumont
Mary Barra is abandoning the traditional “big” cadillac owner. the competition is making big cars. even kia and hyundai totota MB BMW.Maybe its time we look at competition when we look for our next cars. CT6 and xts have been discontinued leaving us with the ct4 and ct5 inferior cars to the xts and ct6.
John M
Cadillac sales are tanking not because their customers are “aging out..” They are falling because they have built cars with bugs like the CUE systems and faulty headlights and poor quality.. Instead of chasing “image vehicle concepts” and pouring money into worthless LeMans racing cars, they should figure out how to build a similar but better car than BMW or Audi or Mercedes in the US for less, and then focus on convincing the 35 to 50 year olds that they have done it.. None of them believe Cadillac can compete with them for basic handling, quality and reliability today…
Rick Ewald
I have had my CT5 for 1 month. I ordered the matalic wave with maple interior. The comment I get its good to see that Cadillac has other than black, grey and white. Good to see interior other than black