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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.

Cadillac's Euro reboot may have implications for US models, sales

Firmly on the comeback trail in the US, Cadillac is still trying to get out of the starting blocks in Europe. At the Geneva Motor Show in March, Cadillac' senior execs revealed plans to grow the brand's presence in a luxury market dominated by the big three German marques, Audi, BMW and Mercedes-Benz.
GM President Dan Ammann says he sees "enormous" potential for Cadillac globally.
Over the past 20 years, the General Motors premium nameplate has tried and failed multiple times to break into the European market. This time around, Cadillac recognizes that progress will be modest at best, and depends on specific changes to models, some of which may impact the brand's US lineup. Planned new sales tactics in Europe may also impact the way Cadillac does business on this side of the pond.

2020 Cadillac CT4 Review & Buying Guide | Cadillac recommits to the small sedan

The 2020 Cadillac CT4 is a brand-new entry into the baby luxury sedan space, replacing the ATS. With an excellent rear-wheel-drive chassis and a performance-oriented “V” trim (to be topped by a yet-wilder “Blackwing” model), the CT4 is aimed at the enthusiast end of the segment. Cadillac fields the lone American entry in this class, meaning the CT4Â’s main competitors — the Audi A3, BMW 2 Series Gran Coupe and the Mercedes-Benz A- and CLA-Classes — are all European. However, since it's a bit bigger than those and features a rear-wheel-drive platform (all-wheel drive is available), it's hardly an apples-to-apples situation. The Genesis G70 is perhaps a closer comparable. In any event, the CT4 is a compelling, American alternative that delivers excellent comfort, interior quality and driving dynamics at a price that strongly challenges the various competitors from Europe. What's new for 2020? The Cadillac CT4 is new for 2020, alongside the bigger CT5. You can check out our first drive of the hot CT4-V model for more on CadillacÂ’s new sedan strategy. 2020 Cadillac CT4 View 4 Photos What's the CT4's interior and in-car technology like? The Cadillac CT4 packs the sort of high-quality materials and convenience features one expects from an entry-level luxury model. The seats are comfortable and supportive, and in higher-end models, the front buckets are offered with heat, ventilation and massage features. The CT4 also boasts what GM calls a “sound-optimized” interior coupled with active noise cancellation and amplification to mitigate unpleasant frequencies and enhance desirable ones. In all, we find the CT4Â’s interior much more compelling than that found in other recent Cadillac products such as the new XT4 crossover. The infotainment system is controlled by an 8-inch touchscreen with an optional rotary-control interface. The base setup includes Android Auto, Apple CarPlay and Amazon Alexa integration and offers USB Type-A and Type-C connectivity and charging. Upgrades include navigation and multiple Bose audio packages, all of which bring with them wireless device charging. How big is the CT4? Like many of CadillacÂ’s previous sport sedans, the CT4 is a bit of an oddball size-wise for the segment it targets, stretching more than a foot longer than the Audi A3 and nearly 9 inches longer than the BMW 2 Series Gran Coupe. However, this doesn't translate into a comparable interior space advantage because of the CT4 rear-wheel-drive platform.