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  • William Maley
    William Maley

    By William Maley •

    Cadillac Begins Its Eighth Reinvention In Two Decades

      How many reinventions can a brand go through?

    Stop me if you have heard this before; Cadillac President Steve Carlisle is vowing to reboot the brand with six new models beginning with the XT4 crossover and a new advertising campaign that will replace the boring 'Dare Greatly" tagline.

    “We lost our mojo for a long period of time. This time, it is different and we will show you,"

    By Bloomberg's count, this is the eight reinvention of the brand in the past two decades. Despite the brand's best efforts to reverse a shrinking market share and improve their image, they haven't paid off in the U.S. China is a different story where Cadillac sold more vehicles there than in the U.S. last year.

    Cadillac's problems are numerous and familiar; lack of SUVs, too many sedans, and older buyers continue to be the majority of people entering the showroom. Not helping has been the confusing "Dare Greatly" advertising.

    “‘Dare Greatly’ has been a disaster from beginning to end. When you have product that is in many ways better than the competition, you tell people about it. You don’t dare them to take a leap of faith on your cars,” said Bob Lutz, retired GM chairman.

    Carlisle agrees with Lutz on the ad campaign not really going anywhere. He and Deborah Wahl, Cadillac's new marketing boss are working on a new campaign "that will emphasize features and new technologies."

    The upcoming the XT4 will also be playing a vital role, becoming the brand's least expensive model with a price tag of under $35,000. The low price and crossover shape are hoped by Cadillac that it will bring in younger customers.

    Source: Bloomberg (Subscription Required)

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    Cmicasa the Great
    10 hours ago, riviera74 said:

    Quick Question: Is the XT5 as well-equipped as the new XT4 that just came out, or are there some missing features in the larger CUV?

    The upgrades are already implemented in the new '19 XT5, including updated Wireless Charging, NFC and other upgrades to CUE. 

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    ccap41
    On 9/29/2018 at 5:13 PM, Drew Dowdell said:

    The German competition to the XT4 is all transverse FWD (X1 and GLC)... in fact, there isn't a RWD competitor to the XT4 from any brand. 

    GLC is RWD but the GLA, which is what I think you meant, is FWD-based. 

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    Drew Dowdell
    2 minutes ago, ccap41 said:

    GLC is RWD but the GLA, which is what I think you meant, is FWD-based. 

    You're right, that was a typo on my part.  I imagine it would be easier if models had names instead of scrabble letters. 

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    ccap41
    On 9/29/2018 at 6:59 PM, Drew Dowdell said:

    I'm putting on my Mary Barra hat.  @ocnblu, @smk4565, @Cubical-aka-Moltar here is your job:

    1. Show me the ROI of using a RWD platform instead of a FWD platform.   There must be higher profits on the XT4 to justify changing my mind. 

    The key competition at this price point is the GLC, X1/2, Q3, QX30, Lexus NX or UX and Acura RDX.  Show the advantages to sales figures.

     

    While I completely agree with you there is also something to be said about a truly "luxury" vehicle that isn't looking directly at profits. 

    I agree that FWD-based is completely fine for these vehicles, I just don't think looking at profits is the best way to look at it. Sometimes your ROI might be a generation or two away as you're building their image. 

    Just now, Drew Dowdell said:

    You're right, that was a typo on my part.  I imagine it would be easier if models had names instead of scrabble letters. 

    Right??? That's about the only thing Lincoln has done right in the last few decades. 

    On 9/29/2018 at 8:09 PM, smk4565 said:

    The XT5 starts at $40,595 and maxes at  $70,095.

    RR Velar starts at $49,600 and maxes at $94,385.

    The GLE starts at $52,200 and maxes at $127,925.

    The thing is, none of us know what the cost is of these vehicles. For all you and I know that 41k XT5 only costs GM 25k while that 50k GLC costs MB 40k. It could very easily be vise versa as well. Point is, we don't know. 

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    Drew Dowdell
    2 minutes ago, ccap41 said:

    While I completely agree with you there is also something to be said about a truly "luxury" vehicle that isn't looking directly at profits. 

    I agree that FWD-based is completely fine for these vehicles, I just don't think looking at profits is the best way to look at it. Sometimes your ROI might be a generation or two away as you're building their image. 

    Right??? That's about the only thing Lincoln has done right in the last few decades. 

     

    I love the new Lincoln names.  I'm actually interested to see what they re-name the MKC into. I imagine the MKZ is probably dead as a doornail, but going back to Zephyr would be fine with me if it stuck around.   I wonder if Lincoln could partner with someone who isn't giving up on sedans to make a replacement.... a heavily reworked Mazda 6 might not be bad and Mazda has no problem building cars for other brands. 

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    ccap41
    On 9/29/2018 at 8:44 PM, Drew Dowdell said:

    GLC63 models are so exceedingly rare, I have never even seen one in the wild. 

    I've seen one.. That would be such a perfect vehicle for me minus the price LOL. 

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    ccap41
    On 9/29/2018 at 10:44 PM, balthazar said:

    I also call 'significant bull$h!' on the whole 'following others', as every brand 'follows' what other brands do in countless ways. It's otherwise known as 'competing'.

    I have always hated when people say X just copied Y. 

    It's called competing and that's how companies work. If there is a place to make money, they'll do it. 

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    ccap41
    1 hour ago, Drew Dowdell said:

    I love the new Lincoln names.  I'm actually interested to see what they re-name the MKC into. I imagine the MKZ is probably dead as a doornail, but going back to Zephyr would be fine with me if it stuck around.   I wonder if Lincoln could partner with someone who isn't giving up on sedans to make a replacement.... a heavily reworked Mazda 6 might not be bad and Mazda has no problem building cars for other brands. 

    They really do need to do something with that car. Considering they're all-in on the quite/soft luxury leasing a FWD Mazda6 would be great. Wouldn't that only benefit both companies? 

    1 hour ago, Drew Dowdell said:

    Probably a press car. 

    It could have been but it was parked at a restaurant. The gf and I were walking in and the wheels caught my eye and I quickly looked for an AMG badge and was pleasantly surprised. 

    I knew I took a picture of it and when I found it.. it was a GLE and not a GLC. lol

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    riviera74
    2 hours ago, ocnblu said:

    I am not understanding the repeated references to a GLC.  Can someone come in and help me out?

    mazda-glc-77-glc.jpg

    It is strange that some of the current CUVs somewhat resemble that Mazda 323 from the late '70s, such as the Infiniti QX30 I keep seeing at a parking lot near where I work.

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    Cmicasa the Great
    12 hours ago, ccap41 said:

    now what the cost is of these vehicles. For all you and I know that 41k XT5 only costs GM 25k while that 50k GLC costs MB 40k. It could very easily be vise versa as well. Point is, we don't know. 

    Considering the amortized costs of the XT5 being a platform mate to the Acadia, the Enclave, and the Traverse (LWB) I would say that your cost for the XT5 might be actually be spot on or even slightly high. 

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    trinacriabob

    As long as their new vehicle is not anything analogous to the Cimarron in terms of quality.  Whoever remembers the Cimarron, raise their hands.

    "Dare greatly" is a fairly lame campaign slogan.  It's not quite as bad as "not your father's Oldsmobile," but it's bad.

    I tend to find numbers or letters assigned to models tedious.  I am also thinking they need to roll out a new styling vernacular, though I don't have any ideas or opinions on what that should be.

    I'm liking that CT6 photo at the top of the thread, though.

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