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Cadillac chief marketer admits ELR is 'a big disappointment'

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:

Cadillac XT4 crossover to be built in Kansas City

Cadillac's upcoming XT4, a crossover we've previously known as the XT3 in a long series of spy shots of heavily camouflaged mules, will be built at General Motors' assembly plant in Kansas City on the same platform as the Chevrolet Malibu, Bloomberg reports, citing people familiar with the plan. That will give Cadillac another entry in the red-hot luxury crossover segment and, GM hopes, help to reverse a sales slump in the U.S. It'll also breath life into the Kansas City plant that makes the slow-selling Malibu, where GM cut a third shift last year, by sharing the assembly line between the crossover and sedan and defraying costs for each vehicle. The XT4 was known most recently as the XT3, with styling cues based on the Escala concept sedan from 2016. It's slightly smaller than the XT5, Cadillac's top-selling vehicle, and will also augment the full-size Escalade in Cadillac's stable of SUVs when it makes its expected debut later this year. Cadillac last week reported its second-highest-ever sales mark with 356,467 vehicles, an increase of 15.5 percent over 2016. But that mark papers over an 8 percent sales decline in the U.S. to 156,440 vehicles. The luxury brand is on a hot streak in China, where sales jumped 50.8 percent last year to 175,489 units.Related Video: Image Credit: Brian Williams Plants/Manufacturing Cadillac Chevrolet GM Crossover sales cadillac xt5 cadillac xt4 cadillac xt3

If Cadillac’s smart, the CT5 will be a CTS without baggage

Cadillac is, mercifully, about to rationalize its lineup, something that's been a long time coming. The CTS is one of those cars that gets admiration from reviewers, like us, for a concerted effort from GM to engineer an underlying platform that matches the Germans in terms of raw dynamics. From buyers, it gets not even a shrug as they, oblivious to its existence, walk right into BMW and Mercedes dealerships. The reasons for this have a lot to do with the sheer brand recognition, and the image, of the German competitors. You can't really lay that all at GM's feet, but what you can do is critique the uninspired drivetrain selection. The 3.6-liter V6 is a crude implement, making its 335 horsepower roughly. The BMW's equivalent inline six makes its power smoothly, with modern forced induction. There's no directly comparable E-Class sedan until you get into the V-Sport versus E43 situation, but the turbo four is smooth. And the interior? No question. The Mercedes is jaw-slacking. The story for the CTS's turbo four is largely the same. Some blame also has to be leveled at the first- and second-generation CTS sedans, which adopted an odd strategy: sell a slightly larger sedan to folks looking at 3-Series, A4, and C-Class, but at about the same price. Folks weren't interested in a larger car for the same money. Despite the third-gen CTS's growth into the 5-Series size class, the CTS still seems like an odd in-betweener in the sport luxury segment – psychologically, if not physically. CTS sales are in the toilet in 2017, and GM is smart to shake things up. So with the announcement that Cadillac head honcho Johan de Nysschen has finally been allowed to kill off underperforming models, the CTS is toast. (As is the ATS, and much more importantly, the XTS – a shambling dinosaur of a sedan.) What's next is the CT5, and that's what we're interested in now. Cadillac has until 2019 to figure out what the CT5 actually is. That isn't a lot of time, so our money is on it being a repositioned, rationalized CTS. The platform's not bad; it's heavier than the larger CT6, but it's fairly modern. Sadly, it's unlikely that any of the standard powertrain options will get a revamp, but maybe some additional sound deadening or an active engine mount system to reduce NVH will quell the V6's bad habits. View 32 Photos More importantly, Cadillac will get a chance to work on the interior look, almost certainly aligning it more closely with the much improved CT6. That'll help a lot.