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General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")

2021 Cadillac Escalade First Drive | Opulence at a cost

The Cadillac Escalade is one of the most recognizable cars in America, both on the road and in the minds of consumers. It is equal parts profit machine and pop culture icon, and it sits atop GM’s heavy-hitting hierarchy of body-on-frame SUVs. Sure, Cadillac may hold most of the cards in the luxury SUV marketing game, but itÂ’s not the only player. For starters, the Lincoln Navigator is quite good, and it takes a very similar approach to truck-based luxury. Both are flashy, cushy and high-tech, and their tuning acknowledges that driving dynamics will never be the strong suit of vehicles this large – though ride comfort certainly can be. To make matters worse, the Europeans are getting serious about their three-row SUV game, and while they may not offer the same body-on-frame capability you get from the Americans, they more than make up for it with brand prestige and state-of-the-art engineering. With such solid competition, Cadillac was not in a position to just phone in the EscaladeÂ’s redesign. The highlight of that effort is a new platform, shared with the new Chevrolet Tahoe and GMC Yukon, that finally features an independent rear suspension. There's also the gorgeous and tech-rich interior featuring a 38-inch curved OLED dash screen, a new diesel engine option and – stop us if youÂ’ve heard this one before – Super Cruise. While the Escalade does share its fundamentals with the Tahoe and Yukon, the Cadillac-branded variant of GMÂ’s big truck platform always gets special treatment. Only the very base model is available without a leather interior, for example, and the aforementioned in-cabin tech is exclusive to the Escalade. YouÂ’re also limited to just two engine options: the standard 420-horsepower V8 that's the range-topping option on GM's other SUVs, and the new 3.0-liter Duramax turbodiesel inline-six that's good for 277 hp and a V8-matching 460 pound-feet of torque. Both are paired with GMÂ’s 10-speed automatic transmission, and thereÂ’s no price difference, regardless of trim.   Like CadillacÂ’s other offerings, the 2021 Escalade has a split trim hierarchy. Above the base model, you can choose one of two paths: Premium or Sport. The Premium Luxury and Premium Luxury Platinum are your more traditional, flashier options, with lots of chrome and a rich, warm interior. The Sport and Sport Platinum are for those who prefer a more modern, subtle aesthetic, with blackout exterior trim and more subdued interior finishes.

GM CEO Mary Barra predicts mass electrification will take decades

General Motors is allocating a substantial amount of money to the development of electric technology, but Mary Barra, the firm's CEO, conceded that battery-powered cars won't fully replace their gasoline-burning counterparts for several decades. She stressed the shift is ongoing, but she hinted it will be slower than many assume. "We believe the transition will happen over time," affirmed Barra on "Leadership Live with David Rubenstein," a talk show aired by Bloomberg Television. She added that not every car will be electric in 2040. "It will happen in a little bit longer period, but it will happen," she told the host. She was presumably talking about the United States market; the situation is markedly different in Europe and in China, where strict government regulations (and even stricter ones on the horizon) are accelerating the shift towards electric cars. On the surface, it doesn't look like General Motors has much invested in electrification; the only battery-powered model it sells in America in 2020 is the Chevrolet Bolt (pictured), which undeniably remains a niche vehicle. Sales totaled 16,418 units in 2019, meaning the Corvette beat it by about 1,500 sales. In comparison, Cadillac sold 35,424 examples of the aging last-generation Escalade during the same time period. And yet, the company isn't giving up. It has numerous electric models in the pipeline including a slightly larger version of the aforementioned Bolt, the much-hyped GMC Hummer pickup, and an electric crossover assigned to the Cadillac brand. These models (and others) will use the Ultium battery technology that General Motors is currently developing. Its engineers are also working on a modular platform capable of underpinning a wide variety of cars. Bringing these innovations to the market is a Herculean task. EVs may not take over for decades, but Barra and her team must believe their 2% market share will increase significantly in the coming years if they're approving these programs. Autonomous technology is even costlier, more complicated, and more time-consuming to develop. Barra nonetheless expects to see the first General Motors-built driverless vehicles on the road by 2025. "I definitely think it will happen within the next five years. Our Cruise team is continuing to develop technology so it's safer than a human driver. I think you'll see it clearly within five years," she said on the same talk show. Her statement is vague but realistic.