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New Cadillac ELR ad more educational, less controversial than 'Poolside'

Cadillac's first TV commercial for its ELR plug-in hybrid, Poolside, was a smash hit, in that a lot of people saw and talked about it. The 60-second spot didn't say the car was a plug-in, took potshots at the work ethic of all non-Americans and has raked in over a million views on YouTube (you can add one more here). Caddy's new ELR video will get a lot less media attention, but that's exactly the point. Cadillac claims it was happy with the way actor Neil McDonough strutted his way into the controversial ELR discussion. This time around, though, the coupe gets promoted in a more traditional way: with information about the car and what it can do - you know, drive on electricity, capture braking energy into the battery, go further on gas power when needed, those kinds of things – courtesy of GM's executive chief engineer for electrified vehicles, Pam Fletcher. The tone of the video has not been changed because of the Poolside controversy. David Caldwell, manager of Cadillac communications, tells AutoblogGreen that the new video is not destined for TV and is completely different because it's meant for a different audience. "It doesn't have any direct relation to Poolside," he says. "TV advertising is not necessarily the heart of marketing something like the ELR. Notwithstanding the fact that we had a very thought-provoking ad [laughs]." "We definitely have a need to communicate what the ELR is" - Cadillac's David Caldwell The way you reach out to people via the web is different than the mass-media techniques used in spots like Poolside during big TV events (it aired during the Winter Olympics). The two video spots are different because you need to offer different information in different ways, for example having an ELR website as well as an iPad filled with ELR information at the dealership. For Cadillac, TV is "not going to be the predominant methodology," used to sell the ELR, Caldwell said, "the web is closer to what you need to do to reach people. We definitely have a need to communicate what the ELR is. It's not television advertising at all." Caldwell said a handful of other short videos similar to the new one will go live in the near future, showcasing design and powertrain aspects of the car. Keep an eye out for them – just don't look for them on TV. You can watch the new video below.

Cadillac Celestiq flagship EV shows off its tint-shifting smart roof

GM has high hopes for its upcoming Cadillac Celestiq sedan, slated for release in 2023. The flagship EV is being built to help the brand recapture its reign as “the Standard of the World.” As such, itÂ’s expected to arrive packed to the gills with cutting edge, futuristic technology including an all-glass roof that can adjust its opacity anywhere between crystal clear and completely opaque with the mere flick of a switch. These roofs, dubbed SPD-Smartglass, have been designed and manufactured by Research Frontiers of Woodbury, New York, and are based on Suspended Particle Device technology that was originally created as a replacement for the manual sliding window shades aboard commercial aircraft, Research Frontiers CEO Joe Harary told Engadget. Some of the earliest examples of SPD window treatments can be seen on the 2011 Mercedes Benz SLK roadster and in the 2012 Mercedes S Class coupe, which were used to increase headspace while eliminating the physical window shade screens, as well as various McLaren models over the past decade. As the YouTube video below explains, Research Frontiers SPD tech relies on polyiodide nanoparticles to generate its tint effect. Magic Sky Control Using SPD-SmartGlass Technology “SPD technology is smart glass that allows you to change the tint of the glass,” Harary explained. “There's this film that we invented that has little nanoparticles in it, which you can control with a small electrical voltage. So, basically this film... that allows you to dial in whatever tint level you'd like.”  “The crystals are about three to five tenths of a micron in length and they act as induced dipoles so when you apply an electric field to conductive coatings in the film,” Harary continued, “ the particles will line up, and allow light to pass through. Then, when you remove the voltage, their natural tendency is to be in the dark state due to Brownian movement and that causes the glass to tint.”  As the tint partially blocks incoming photons, it also reduces the amount of glare experienced by the driver and the heat trapped within the vehicle — over 99.5 percent of light and 95 percent of heat, per a January press release from the company. The claim is, this allows vehicle occupants to stay comfortable for longer without having to turn on the A/C, as well as keep the interior up to 18 degrees Fahrenheit cooler overall, Harary said.

2021 Subaru Crosstrek driven, and EV performance kings | Autoblog Podcast #647

In this week's Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by Consumer Editor Jeremy Korzeniewski. They kick things off by talking about Jeremy's recent drive in the new 2021 Subaru Crosstrek. They compare the BMW X1, BMW X2 and Mini Countryman before providing another take on the Cadillac CT5. Recent Lucid Air and Tesla Model S news has them wondering if electric cars are the new performance kings and end with a quick discussion on California's intent to zero emissions by 2035. Autoblog Podcast #647 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we're driving: 2021 Subaru Crosstrek BMW X1 vs, BMW X2 vs. Mini Countryman Another take on the Cadillac CT5 Lucid Air prototype runs quarter mile in 9.245 seconds Tesla Model S Plaid prototype laps Laguna Seca in 1:30.3 More thoughts on California's 2035 gas-powered car ban Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video: