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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 Super Cruise wins the 2019 Autoblog Technology of the Year Award

Autoblog's 2019 Technology of the Year winner is Cadillac's Super Cruise. The SAE Level 2 semi-autonomous system allows for hands-free highway driving, reducing driver fatigue and improving safety. Additionally, Super Cruise packs in safeguards that force a driver to stay alert, bringing in a level of accountability not found in other Level 2 systems. Cadillac beat out Infiniti's VC Turbo technology and the EQ Boost 48-volt system from Mercedes-Benz, the other two finalists. General Motors mapped more than 130,000 miles of highways across the country, so Super Cruise always knows where you are. A camera on the steering column keeps an eye on the driver to make sure they're watching the road. Stray your gaze too long and the system forces you to take back over. Super Cruise has its limitations — it won't change lanes for you — but it is the most well-rounded and refined semi-autonomous system we've ever tested. There's no ping-pong effect as the car finds the center of the lane, and it always seems to leave a comfortable gap between you and the car ahead. Super Cruise launched in the CT6, which is ending production this year. But the sophisticated technology will migrate to other Cadillacs in 2020. The system is as easy to use as any other adaptive cruise control. Indicators in the instrument cluster and a light on the steering wheel indicate when and if the system is able to work. If you're off the defined grid, you can still use the car's regular adaptive cruise control — you just have to keep your hands on the wheel. Autoblog editors were also impressed with Cadillac's responsible approach to marketing the tech. The company doesn't even promote it as a Level 2 system, as it doesn't want to over-promise and under-deliver. Quite the opposite actually. Super Cruise simply works, and it works well. That's why it's our 2019 Technology of the Year. We'll present the award next week at the Detroit Auto Show. Come back for video of the event. Related Video:

Cadillac is doing a 'second installment' of the CT6-V for $92,790

After being all but certain the Cadillac CT6 would begin pushing American daisies June 1, the brand said "the CT6 was never meant to be fully on the chopping block." The same day we got that news, Cadillac began taking pre-orders for the CT6-V. Limited to 275 units and costing $88,790 after destination, orders came in so quickly that order books closed only hours later. Turns out the phrase "275 pre-order slots" was another slight miscommunication. Cadillac has announced continued production of the CT6-V, this time costing $92,790. In February, Cadillac Society confirmed with the automaker that the 275 figure only applied to pre-orders. It isn't clear how many CT6-Vs will be built in what the brand calls the "second installment," but it is clear that buyers who didn't get in early will pay more. Cars Direct was privy to a letter sent to dealers that said pre-order buyers "were rewarded with a special introductory offer by quickly raising their hand." Those slow on the draw have hopefully used the extra time to fish another $4,000 from their pockets. The elevated price buys the same car that was $88,790 two months ago - nothing has changed but the bottom line. The new MSRP puts more distance between the hot CT6-V and the $89,290 CTS-V. Conversely, the CT6-V with a Blackwing V8 beating 550 horsepower and 627 pound-feet of torque is now just $4,000 less than the coming Platinum V8 trim, which costs $96,790. That Platinum version gets a detuned Blacking putting out 500 hp and 553 lb-ft. The vague phrase "second installment" phrase makes us think Cadillac's not committing to a number so it can cap production at will depending on how this more expensive go-round fares. Still, it's good news for anyone who wanted the sedan new and didn't hit the buzzer quickly enough in January. As if all that weren't surprising enough, GM Authority reported that there's a second-gen CT6 in development. The outlet's sources say the new sedan will move to GM's VSS-R platform, the modular architecture that will replace both the Alpha and Omega platforms. The platform initialism stands for Vehicle Set Strategy - Rear-wheel drive. The car even has a codename: 7ESL, where 7 represents the architecture, E the segment, S the sedan body style, and L the Cadillac brand. Looks like the CT6 will be nothing but surprises this year.