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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:

Remembering Pierre Cardin's automotive legacy

Pierre Cardin has passed away at age 98, and while the designer had a great impact on the world of fashion, he also brought his signature style to the automotive realm, chiefly with the unlikely partner of American Motors. At the dawn of the 1970s, AMC decided to seek out a little glamour for its freshly renewed product lineup by having famous fashion designers work their magic on AMC cars. The first model to get the fashion treatment was the Hornet Sportabout wagon, with a special Gucci edition that became available for 1972. Later that same year, Pierre Cardin's Javelin was introduced. The Cardin Javelin arrived midway through the '72 model year as an interior option package. The designer had submitted as many as 10 proposals to AMC, and the chosen selection was a black interior with a wild multi-hued stripe of silver, white, red and purple that grooved across the seats, touched the door panels and continued onto the headliner. "People should feel like they're sitting in a living room rather than a machine," the designer was quoted in ads introducing his eponymous Javelin. In a press release, AMC said, "Cardin takes an ultra-modern abstract approach to his interior design." The Cardin interior option package was available with specific exterior colors: Snow White, Stardust Silver, Trans Am Red, and Wild Plum. For the '73 model year, Diamond Blue was a new exterior color option. The Pierre Cardin option was only $85 and was offered exclusively on the Javelin SST, although it's reported that the Pierre Cardin option also appeared on a handful of Javelin AMX models. For 1973, you could officially get a Pierre Cardin Javelin AMX. A total of 4,152 were built over the two model years. AMC's next fashion special was the Matador coupe, but the automaker tapped Oleg Cassini for that gig. Pierre Cardin was not finished with the automobile business, though. In 1975, he put his touch on the Sbarro Stash, an obscure supercar based on the SV1, with the result displayed at the Paris auto show. The designer next customized a run of early-'80s Cadillac Eldorados, and this time the treatment extended beyond the interior. A redesigned front end featured hidden headlights behind a full-width horizontal-car grille but unfortunately made the already-considerable front overhang even longer; the rear treatment was similarly modified with the factory vertical taillights replaced with horizontal units.

Cadillac moving back to Detroit after four years in New York City

After four years in New York City, The Wall Street Journal reports that Cadillac is moving its headquarters back to Detroit. This comes about four months after former head Johan de Nysschen was ousted from the automaker for a variety of reasons, including slumping sales and a product line not in concert with consumer tastes. It's also months after a Cadillac spokesperson told The Detroit Free Press that "It's 100 percent that we're staying [in New York City], that was never a question." Let's be clear about this, the move to New York was not Cadillac's biggest issue. As contributing editor James Riswick reminded us this morning, "the decision to sell three similarly sized large sedans, a variety of obsessive BMW-fighting cars, and only one crossover was not done while they were in New York." That was all planned years ago, before de Nysschen ever joined the company. He may not have righted the ship, but he didn't set it on its course. Note that the XT4, Caddy's second crossover after the SRX-replacing XT5, is just now hitting the market. The move to Manhattan was meant to give Cadillac more autonomy and put its leadership in a place where they could get a sense of what a luxury car buyer wants and needs. Detroit is great, but it can be an echo chamber, especially in a company as large and storied as General Motors. The problem is that Cadillac still relies heavily on Detroit and that poor communication was slowing development, according to the report. Steve Carlisle, a long-time GM employee, took over the brand after de Nysschen was let go. He and more than 100 others work in New York. Related Video: