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Weekly Recap: New bosses try to jump-start Cadillac and Lincoln

Both of America's domestic luxury brands seem to be stuck in neutral.
It's ironic that Cadillac and Lincoln got new bosses within days of each other this month. It's also a commentary on the fact both of America's domestic luxury brands seem to be stuck in neutral.

Why Cadillac needs a real truck in its lineup

Premium brands such as BMW, Mercedes-Benz, Lexus, and Cadillac sell vehicles that cover the spectrum from car to crossover to SUV. But trucks? They remain the last frontier when it comes to luxury brands. These days Chevy, GMC, Ford, and Ram sell cheap, bare-bones work trucks alongside loaded models that top $75,000. There is a reverse elitism that comes with this sales tactic. A brand gets to reflect a rugged working class lifestyle with the emblem up front, while what's behind it costs as much as a small house in middle America. But Americans who spend big money on cars and SUVs have always gradually tailed towards luxury nameplates over time. Everyone knows what an Escalade is, and thanks in large part to that image the Escalade is now the best-selling fullsize luxury SUV in the USA. Cadillac's flagship model, along with its midsize luxury crossover, the SRX, routinely outsell the competition from Audi, Mercedes, and BMW, not to mention Ford's Lincoln brand and most of the Japanese rivals. With trucks already dominating overall sales and headed into the pricing stratosphere, I believe it's time for Cadillac to consider a fullsize truck. And no, not a lipstick version that merely takes a Chevrolet Silverado pickup and throws in a few leather seats and some slight interior touches. That experiment already failed both for Cadillac (the Escalade EXT) and for Ford's Lincoln brand (Blackwood, Mark LT). Cadillac is an American brand that currently focuses a ridiculous amount of energy and resources trying to compete with European car offerings. The brand needs to create the Cadillac of trucks. Head honcho Johan de Nysschen has been blunt in his desire to "restore Cadillac to the pinnacle of global premium brands, not in sales but in aspirational brand character." This sounds well and wonderful. But the present problem in achieving this goal is that, on a global basis, Cadillac is a failed brand. Look at Europe, where Cadillac has sold so poorly in recent years that former Soviet manufacturer Lada managed more new registrations in 2014 by a factor of more than four to one. Cadillac is an American brand that currently focuses a ridiculous amount of energy and resources trying to compete with European car offerings. After more than 20 years of Cadillac models selling themselves as import killers, the only one with sustained success has been the CTS, and even that has been a marketplace loser for the last several years. The CTS-V?

GM may have teased a whole group of electric vehicles

During GM's big CES press conference, the automaker highlighted a number of its upcoming electric car-related projects from delivery vans to the upcoming flagship Cadillac Celestiq. In the middle of it all, a collection of mystery cars sat in the background behind speakers. They were in the dark, lit only with their running lights, and while it's possible they're just generic filler cars or concepts, we think they could be future products. Our best shot of the cars together is shown above, and we can pretty easily identify three of the vehicles. In the center is obviously the GMC Hummer EV. On either side of it are Cadillacs. To the left seems to be the Lyriq crossover, and to the right is the Celestiq sedan. Two of these cars have production dates, and the third has been confirmed for eventual production, just without timing. This is why we think the rest of the cars are upcoming models. The next most easily identified car is on the near right behind the Cadillac Celestiq. It very clearly has a Chevy bowtie illuminated in the running lights. And looking closely, it appears to be a pickup truck. It's difficult to make out anything more than that. The nose does look a bit more rounded and swept back than the brick-like designs of the Silverado truck line. That also squares with what seemed to be the upcoming truck that appeared in the background of yet another GM presentation. GM previously said this electric Chevy truck will be a full-size model with up to 400 miles of range. That leaves us with three more mysterious models. Over to the left behind the Cadillac Lyriq are what appear to be a pair of crossovers. The one on the far left looks low, curvy, and possibly with a fastback roof. The one on the right is taller, boxier, and probably more of a full-size people hauler. It's hard to say much more beyond that. They could be new electric Buicks, which would fit in nicely with that brand's crossover portfolio, and would likely be highly successful in China, where Buicks, crossovers and electric cars are all rather hot commodities. As for the mystery car on the far right, it's quite a puzzle. We can at least rule out Buick and Cadillac, and GMC since it's definitely a car, and a rather small one compared with the other cars on display. That leaves Chevy, and possibly the autonomous division Cruise. We're leaning toward it being a Chevy, since the first Cruise vehicle is going to be a boxy pod of sorts.