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GM design boss Welburn says Lincoln isn't a Cadillac rival [w/poll]

General Motors Vice President of Global Design, Ed Welburn, had some dismissive words for a certain cross-town luxury brand during an interview with Car and Driver. When asked about his thoughts on Lincoln, Welburn deflected, before saying, "I don't consider Lincoln to be a competitor for Cadillac."
"They're not a global luxury brand. I don't consider them a competitor. Are they a competitor for Buick? Quite possibly. But not for Cadillac," GM's head designer explained. Welburn, who's been at the helm of GM Design North America since 2003 and is the first to hold the position of VP of Global Design, has been instrumental in the styling renaissance at GM, so predictably, Car and Driver's interview with him focused on the design aspect of cars.
During the interview, Welburn explicitly denied plans for a reborn Cadillac XLR, even as a new Chevrolet Corvette is hitting the market and strides are being made with Cadillac's V-Series performance arm saying, "We have a lot of cars that we're working on for the Cadillac brand. The XLR is not one of them right now."

Here's how Cadillac made its Magnetic Ride Control suspension quicker and smarter

Bugatti makes the world's fastest car, but Cadillac claims it has developed the world's fastest suspension. Its fourth-generation Magnetic Ride Control technology receives hardware and software tweaks to deliver a more comfortable ride and sharper handling. It's offered on some variants of the CT4, CT5 and the Escalade. Introduced in 2002 on the Seville STS, this self-adjusting suspension is not as complicated as it might sound. It relies primarily on electromagnets that emit a magnetic field, and a magnetorheological fluid whose viscosity changes depending on the strength of the magnetic force. Sensors scan the road up to 1,000 times per second and send the information they gather to the electromagnets, which then alter their magnetic field as needed to modify the fluid's viscosity. The fluid is in the shocks, so making it thicker returns a firmer ride, and vice versa. In simpler terms, Magnetic Ride Control leverages chemistry and physics to make the ride sporty, comfortable, or somewhere in between -- all in the blink of an eye. By reacting to the changing magnetic field, the fluid-filled shocks filter out road imperfections and maximize tire contact with the road to deliver more precise handling. Cadillac began developing the fourth-generation system by improving the hardware. The in-wheel accelerometers are more accurate than before, the inertial measurement unit is more precise, and the damper fluid formula was changed for quicker response times and a smoother ride. Engineers then turned their attention to the system's software. They notably gave the sensors the ability to process a wider selection of input and output signals, which translates to a wider spread between comfort and sport. And, they made the response time up to 45-percent quicker. All told, the fourth-generation Magnetic Ride Control technology performs better under heavy braking and hard cornering, it delivers more consistent performance, and it reads the road more accurately. Cadillac proudly notes these are the most comprehensive updates it has made to the system in nearly two decades. Magnetic Ride Control comes standard on the 2021 CT4-V and the 2021 CT5-V, and it's bundled into the CT5's V Performance package, which also includes a mechanical limited-slip differential. It's also standard on the Sport and Platinum variants of the 2021 Escalade, and it's part of the Premium Luxury trim's Performance package.

Cadillac to add small sedan, crossover as part of major product blitz

Cadillac will add a small sedan and a compact crossover to its lineup in the next several years as part of an ambitious product blitz that will remake its lineup. The sedan will slot below the ATS, which is currently Cadillac's smallest four-door car. It's scheduled to arrive in 2017, Cadillac president Johan de Nysschen told Autoblog at the Detroit Auto Show. The sedan will be followed late that year or in early 2018 by a compact crossover, which will be positioned below the SRX. The crucial redesign of the SRX – Cadillac's top seller – arrives in 2016. It will switch to the brand's new naming system and change to an "XT" prefix followed by a number. The naming scheme debuts on the CT6, which launches in late 2015 and will be positioned above the CTS and XTS sedans. Cadillac also wants to add another crossover that sits between the SRX and its flagship SUV, the Escalade, at some point. Further out, Cadillac's long-awaited Mercedes-Benz S-Class fighter could arrive around 2020, and it would serve as the flagship or "showcase of the brand," de Nysschen said. Cadillac is also looking to expand its powertrain portfolio and is contemplating a wide range of options, including hybrids, plug-in electric vehicles and diesel engines. The new cars and crossovers are part of a $12-billion investment in Cadillac, which de Nysschen described as "an unheard level of capital" from General Motors. In total, the brand will receive eight new products through 2020. "Our product offensive will provide the substance for our ambitions," he said. De Nysschen has set high goals – and made major changes – at Cadillac since he took over the 113-year-old luxury brand in September. The brand moves to a separate headquarters in New York this year, away from GM's base in Detroit, and it has switched advertising agencies in a bid to elevate its image. Cadillac's sales declined 6.5 percent in the United States in 2014 to 170,750 units, and it has the smallest volume of GM's four brands. "Here in the US we continue to make progress, but we also face challenges," de Nysschen said. He added the brand's lineup "clearly limits our growth opportunities in the US market." Still, de Nysschen is taking the long view for Cadillac, noting it took years to turn around Audi, where he was president of its US operations for eight years. Cadillac's global sales have inched up five percent globally this year, spurred by a 47-percent surge in China.