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Cadillac chief marketer admits ELR is 'a big disappointment'

Sun, Dec 20 2015

During the Cadillac XT5 global launch in Dubai, Automobile interviewed Cadillac Chief Marketing Officer Uwe Ellinghaus and got the CMO to touch on just about every major issue affecting the brand and the industry. After two years on the job, having come from 15 years at BMW, Ellinghaus naturally started with the "passionate Cadillac customers" and "iconic brand" spiel, then they got into a top-down look at where America's preeminent luxury brand stands. Ellinghaus said Cadillac is in a period of transition, lately focused on smaller and more performance-oriented vehicles, which has alienated a chunk of veteran customers and left others trying to figure out what Cadillac is about. He believes that "for a few more years, the products will probably be stronger than the brand," while he does his work of conveying what the company has to offer. But the brand had to make the switch, because "Generation X and Y will make 80 percent of all actual buyers in the next five years..." On top of that, he'll be working on making sure the customer and dealership experiences are where they need to be. Speaking of dealers, Ellinghaus thinks the future will not be brick-and-mortar shops, but digital pickup-and-delivery services. "Nobody wants to go to a dealership for service and maintenance," he says. He said the ELR has been "a big disappointment," but it has taught Cadillac that converting its existing line-up to plug-in hybrids is a better way forward. However, he characterized the plug-in hybrid as "the next all-wheel drive," in that everyone's going to offer it soon, so it will be "an entry ticket into luxury automobiles rather than a differentiating aspect." The CMO thinks the CTS is suffering because of the decline in the US midsize luxury sedan market in general thanks to the SUV and crossover craze, so the brand really needs another small SUV. Head over to Automobile for more of Ellinghaus' intriguing answers, like "I do believe that very long-term hydrogen is really the way," and "it's time to get real" in Europe. Taking a dig at Volkswagen on that last matter, he also said, "I think the absence of the diesel is not as much of an issue as it was eight weeks ago." Related Video:

2017 Cadillac XT5 cuts weight, adds room over SRX [UPDATE]

Mon, Nov 9 2015

UPDATE: This post has been updated with a full set of official photos. Impressions on the interior and exterior have also been added. The attention of Cadillac fans may be focused on the new CT6 sedan, but the most important new vehicle in the New York-based company's quiver might be the all-new XT5. Cadillac officially unveiled the SRX replacement today ahead of its full debut in Los Angeles next week. Short for Crossover Touring 5, the new XT5 drops 278 pounds over the old SRX, while offering an extra 3.2 inches of interior space. The XT5's face balances the best parts of the Escalade and CT6's fascias, with a strong egg-crate grille and prominent LED accent lights. It looks good scaled to a vehicle of this size. The taillights curve up and over the rear haunches, which feed into a strong shoulder line that runs towards the front of the car. It's a solid look, and one we're looking forward to seeing in person. The interior looks very, very nice, with warm leather and wood trimmings. The steering wheel, with its large, central wood accent, looks remarkably good. In fact, it might be one of our favor parts, if only because it's such a bold piece of design. We aren't crazy about the sheer abundance of buttons on the wheel, though. All four spokes are covered, and it just looks kind of cluttered. As is the trend nowadays, the center console features a floating bridge design with plenty of storage space underneath. Our early impression of the leather-wrapped dash is positive, although as is so often the case, we need to get a hands on before rendering a final judgment. There are no major surprises under the hood. Like the current SRX, the XT5 utilizes the same 3.6-liter V6 as the CTS and ATS sedans. Start/stop has been fitted, which should provide a boost in fuel economy although no mileage figures have been published yet. Cadillac will also offer a standard 2.0-liter turbocharged four-cylinder XT5, although for reasons that aren't clear, it's only for the Chinese market. This seems like a misstep in our eyes, considering the XT5 will challenge the likes of the BMW X3, Audi Q5, and Mercedes-Benz GLC – all of which offer four-cylinder turbos. With the V6, the XT5 delivers 310 horsepower and 270 pound-feet of torque. While there's more total horsepower than the Lexus, Audi, or BMW, the 3.6 still faces a torque deficiency versus the turbocharged X3 xDrive35i or supercharged Audi V6. The XT5 has a standard eight-speed automatic transmission.

de Nysschen pushes to separate Cadillac, GM

Wed, Aug 12 2015

Cadillac President Johan de Nysschen continues his push to separate his brand from General Motors. After controversially picking up shop and moving to New York's trendy SoHo neighborhood, de Nysschen has now gone on record as saying that within two years, the brand will enjoy "a far higher degree of autonomy and self sufficiency." That autonomy will include the brand reporting its own financial results, independent of GM. But what would such a move do for Cadillac? Well, as de Nysschen explained it to Automotive News, "Cadillac at this state makes a very sizeable contribution to the overall profit at General Motors." If that's truly the case, separating financial announcements serves to emphasize the prosperous character de Nysschen seems so keen on attaching to his brand. But that's only one phase of Cadillac's push to distance itself from GM. De Nysschen is eager to revamp the company's dealership model so that it stands out from other GM brands, calling it a "very profound focus." Those moves, according to AN, including a change to the current dealer incentive model with a particular emphasis on building the brand rather than nailing sales figures. "If you aren't strengthening the brand perception, you should have less reward," de Nysschen told AN. While his goals seem clear, de Nysschen's statements have left us wondering whether they're also somewhat counterintuitive. Emphasizing Caddy's prosperity to potential consumers while incentivizing dealers to move less metal seems more like a tactical move rather than a strategic one. And there's no telling how the new dealership model will impact de Nysschen's goal to hit 500,000 global sales by 2020. Related Video: