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Cadillac ad boss is happy controversial Poolside TV ad created debate

Remember Cadillac's controversial commercial for it ELR plug-in hybrid? Did you find it provocative? If so, that's a good thing according to the brand's advertising director, Craig Bierley. First aired during NBC's coverage of the Olympic opening ceremony, the minute-long spot returned to the tele again this weekend, bookending the Academy Awards on ABC. Titled Poolside, the bit was meant as "brand provocation" and whether you enjoyed it or not – sentiment is said to run 3:1 on the pro side – we can probably all agree it fulfilled its role as such. If you were one of those who felt the ad erred on the side of nationalistic consumerism (or what have you), your anger might be somewhat assuaged after reading this article from Advertising Age in which Bierley addresses most of what he believes are misconceptions about the message. For one, the spot isn't aimed at the One Percent, just those who make $200,000 a year. Or, as Craig Bierley, Cadillac's advertising director, calls them, "people who haven't been given anything." Bierley told Advertising Age that the spot doesn't celebrate workaholicsm, instead, "We're not making a statement saying, 'We want people to work hard.' What we're saying is that hard work has its payoffs.'" While our commentors seemed mostly to enjoy discussing the value proposition that is (or is not, depending on your point of view) the Cadillac ELR, the majority appeared to enjoy the commercial. If you were one of those offended, however, let us know if your opinion has changed upon reading Cadillac's defense. If you don't remember what all the fuss was about, scroll below to take another dip in Poolside.

Cadillac CT4 Luggage Test | How much fits in the trunk?

If you go by exterior specs, the Cadillac CT4 is more similar to a BMW 3 Series or Mercedes C-Class. However, if you go by interior space (or price), it's more like a Mercedes A-Class or BMW 2 Series Gran Coupe. That's definitely true of the trunk, which measures a rinky-dink 10.9 cubic feet, according to GM's specs. That number is what you'd expect in a small luxury coupe rather than a sedan. Indeed, the old ATS Coupe had 10.4 cubic feet.  Nevertheless, the CT4 is somehow not the smallest in the segment. That would be the A-Class and its 8.9-cubic-foot trunk. Good grief. Now, Mercedes has been known to shortchange its cargo capacity numbers so we'll have to luggage test that at some point to know for sure. Today, let's see if the CT4 is in keeping with that 10.9 number. Also, how much worse is it than the also rinky-dink CT5 trunk or the overly optimistic 2 Series Gran Coupe? Yep, that looks pretty small. Also, note the weird rail-like things that hampered the CT5 (below right) are also present here in the CT4 (below left). There's also a similar lip to clear for the folding back seat, but the CT4's opening seems bigger.  As in every luggage test I do, I use two midsize roller suitcases that would need to be checked in at the airport (26 inches long, 16 wide, 11 deep), two roll-aboard suitcases that just barely fit in the overhead (24L x 15W x 10D), and one smaller roll-aboard that fits easily (23L x 15W x 10D). I also include my wife's fancy overnight bag just to spruce things up a bit (21L x 12W x 12D). All but the biggest bag fit, which is exactly the same number that could fit in the CT5. As the below photo shows, the bigger car has just a bit more space left over. Maybe for a pair of grocery bags. That would be consistent with the difference in cubic feet: 11.9 cubic feet versus 10.9. What about the BMW 2 Series Gran Coupe? BMW says it has 15.1 cubic feet of space, but it doesn't. At least not using the same measurement criteria that the vast majority of other manufacturers use. It can carry the biggest bag, but it would still need to leave the fancy bag behind. That's also while utilizing the 2 GC's ample under-floor storage compartment.  As such, the CT4 does indeed have a small trunk, but it's at least in keeping with its competitors. The CT5 cannot say that, regardless of which segment you compare it to.  Unfortunately for the CT4, though, the story does not stop here.

A few signs that Cadillac's revival is taking hold

Only a flatworm would not have predicted the Cadillac ATS would help increase sales for America's erstwhile luxury brand of record; however, even the best automotive oracles didn't realize by how much: The ATS fueled a 49-percent increase of the brand's year-on-year sales in March, the sixth straight month of growth for Cadillac. The momentum helped push General Motors to post a 6.4-increase in sales in March versus 2012, leading its domestic competitors.
Dealership salesmen are among the first to register the shift occurring at Cadillac. A Texas dealer related an incident in which he helped a mother affix a baby seat in a car for a test drive, explaining that as opposed to the older buyers that are still a Cadillac mainstay he's getting "a pretty diverse group that's coming through the door now" who are "younger and better educated." Aided by incentives on the ATS, Cadillac's sales are up 38 percent so far this year, overtaking Acura as the fourth best selling luxury brand, and GM stock is benefiting with incremental gains because of it. Based on early response, the new 2014 Cadillac CTS should keep things going in the same direction.
The trend at the Wreath and Crest is part of a larger sales trend happening among domestics - with other models like the Dodge Dart and Ford Fusion doing well - and overall US car sales. Head over to Bloomberg for the big picture and role the ATS plays in it.