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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:

Mary Barra thinks GM is a leader in autonomous tech

Saying General Motors is "among the leaders" in autonomous vehicle technology, CEO Mary Barra rapped about her company's driverless work in an interview with USA Today. Barra covered a number of topics, including well-known efforts, like Cadillac's upcoming Super Cruise technology, as well as hinting at "a lot of efforts that are confidential." "Things are moving quickly in autonomous [cars] because there's so many different pathways and the standards aren't even set. A lot of people can claim leads because people are making advancements in different areas," Barra said. "Next year we're going to have Super Cruise on one of our Cadillacs. On highways you'll be able to take your hands off the wheel and feet off the pedals – with a very creative way to make sure the driver is alert and involved in the driving process." As for those "confidential" efforts, feel free to speculate. GM has recently confirmed that it'd be running autonomous Volts at its Warren, MI tech center, which certainly indicates that the company is playing with much more than Super Cruise. GM will need to continue to embrace autonomous driving, owing to both traditional competitors like Toyota, as well as non-traditional opposition, like Google and Apple. Speaking of its competition from Silicon Valley, Barra was asked about two of the region's biggest names – Apple's Tim Cook and Tesla boss Elon Musk. "I have tremendous respect for Tim Cook, and I don't really think he needs advice from me," Barra told USA Today with a laugh. And when asked about Apple's future as a "viable competitor," she said, "I have no insights other than what I read in the papers. But it would be foolish for me not to assume that they're going to." As for Mr. Musk's openness about future products and how it contrasts with GM's relatively closed attitude, Barra also gave a chuckle. "I'm sure you would like me to say yes. I think we're fundamentally different. Look at our volume and look at the segments where we compete. His product line – his two products – his scale, it's completely different." The rest of Barra's interview is certainly worth a read, and includes talk about the Volkswagen diesel scandal, GM's changed relationship with the National Highway Traffic Safety Administration, and Uber. Head over to The Detroit Free Press website for the full story from USA Today.

Chevy, GMC have electric pickups coming. Is Cadillac next?

GMC already has an uber-expensive electric pickup in the Hummer EV. By now you've no doubt seen the 2024 Chevrolet Silverado EV. It's a pickup. It's electric. It looks a little bit like an Avalanche. Hmm. You know what else was a pickup that looked a little bit like an Avalanche? Why, the Cadillac Escalade EXT, of course.  Cadillac Escalade EV-T yes or no?https://t.co/R1AXThRzIG@therealautoblog @Cadillac — Byron "Don't do anything Byron says. Ever" Hurd (@Byron_AB) January 7, 2022 So, hypothetically, if Cadillac were to build an Escalade EXT with an upmarket interior, Super Cruise, a minimum of 300 miles of range, 10,000 pounds of towing capacity, a locking frunk and 5-passenger seating, plus all of the nifty doodads and gadgets we've already seen on the Silverado ... would it sell?  OK, this isn't entirely hypothetical. In fact, I received a survey from Cadillac this morning asking just that. It's an interesting question. And it's one we're putting to you, the readers. So, what say you? Cadillac Escalade EV-T? Yes or no? Related video: