2019 Cadillac Ats Premium Luxury on 2040-cars

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Cadillac plans new branding campaign to go with new products

Cadillac's new leader says the GM luxury brand now has "thousands of people" working on its behalf back at its soon-to-be new headquarters in the Detroit suburb of Warren, with a new branding campaign under development and plans to fix longstanding quality issues. Cadillac President Steve Carlisle granted an interview with the Detroit Free Press in which he said he'll unveil a new strategy to redefine the luxury brand, which he's calling a "master brand," in the first quarter of 2019. "Cadillac has its own values — boldness, optimism, innovation, sophistication — that will reflect in the master brand," Carlisle told the outlet. The challenge is "how to bring those to life." He added that Caddy won't be defining itself simply as a viable option to gold-standard Germany luxury cars. "We're targeting customers versus competitors. Cadillac has to have its own persona and not be defined by where other brands are and are not. It has to have its own definition and that's what we're reflecting in our master brand." Carlisle, who was promoted to lead Cadillac in April, put his first stamp on Cadillac last month when the brand announced it will move its headquarters back to Warren, Mich., across the street from GM's massive Tech Center, after more than three years in Manhattan's SoHo neighborhood. He said its Cadillac House showroom, a ground-floor space used to display models and stage events with partners, will remain open "for the time being" and that the brand will use what it learned well outside of its Detroit auto-industry bubble to move the brand forward. He'll have his work cut out for him. Cadillac plans to launch a new or redesigned vehicle every six months for the next three years, and Carlisle said he wants the brand to be GM's technology leader, the first to deploy self-driving and electric-vehicle technology of GM's stable of brands. Yet the brand just ranked second-from-last in Consumer Reports' new reliability survey for 2018. Jon Linkov, deputy auto editor for CR, said the brand suffered for widespread complaints about its Cadillac User Experience infotainment system, with owners reporting frequent crashes, frozen screens and problems with voice control. "Most of (the complaints) really ran through the CUE system being a major culprit for Cadillacs," Linkov said. Through September, Cadillac's year-to-date sales had dipped a half a percentage point from the first nine months of 2017 to 113,240 units.

C7 Corvette won't spawn new Cadillac XLR [w/video]

Between the new 2014 Chevy Corvette Stingray and the even newer Cadillac Elmiraj Concept shown off at Pebble Beach, we were already expecting some sort of chatter of a Cadillac XLR redux. During an in-depth C7 Corvette discussion with Tadge Juechter, the car's chief engineer, Fox News asked if a Corvette-based, Bowling Green-built Cadillac will be built off the C7. Non-spoiler alert: the answer is no.
Juechter says that General Motors has "no intent" on transforming this car into a Cadillac product since the C7 has been optimized for the Corvette buyer, a consumer that's generally a different sort of person than a Cadillac intender who might also be cross-shopping a Mercedes-Benz SL-Class or BMW 6 Series.
While we're not ready to write off a future XLR altogether, we assume that the Corvette Cadillac experiment is most likely never going to happen again. The interview with Juechter is posted below, but the XLR discussion comes in at the 9:00 mark.

Junkyard Gem: 1969 Cadillac Coupe DeVille

The Cadillac Division was riding high in 1969, with sales numbers far surpassing those of Lincoln and Imperial. A few more years remained before fuel prices would go crazy, and prosperous Americans knew that a sleek DeVille or Eldorado gave them bragging rights at the country club. Here's a thoroughly used-up '69 Coupe DeVille, finally at the end of its journey and residing in a self-service wrecking yard in Denver, Colo. This inspection certificate shows that the car lived in Louisiana a decade ago. Since this is the sort of pervasive rust that occurs in places much wetter than arid High Plains Colorado, we can assume that this DeVille spent many years in the land of gumbo and alligators. The decklid sports Fleetwood badging and a Rickenbaugh Cadillac emblem, but Cadillac didn't make two-door Fleetwoods in 1969. Perhaps a Colorado-sold Fleetwood donated its decklid to replace a rust-ravaged lid on this car. Actually, there's a good chance it was purchased at this very yard. The once-opulent interior has suffered greatly over the decades, with the reek of mildewed carpeting and irradiated leather giving it That Hooptie Car Smell. Try to picture what this scene looked like in happier days, a half-century ago. The 1969 Cadillac V8 engine displaced a mighty 472 cubic inches (that's 7.8 liters to those of you living under the cruel knout of the metric system) and delivered a gross 375 horsepower and 525 lb-ft of torque. Scaling in at 4,595 pounds (about a half-ton less than a new Escalade), the DeVille needed that power to keep up with those cheap-but-V8-equipped Chevy Chevelles. For 1970, Cadillac would stroke this engine to a staggering 500 cubic inches for Eldorado buyers. This engine family lasted through 1984, after which it was replaced by the much-loathed High Technology V8. The build quality and snob appeal of the 1969 Cadillacs kept them on the road for decades after most of their peers got crushed, but this one was just too far gone to be worth restoring. Featured Gallery Junked 1969 Cadillac Coupe DeVille View 21 Photos Auto News Cadillac Automotive History Classics