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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.

GM sees 'strong year' in 2018, then gold in Chevy Silverado for 2019

DETROIT — General Motors said on Tuesday it expects earnings in 2018 to be largely flat compared with 2017, but that profits should pick up pace in 2019 as its revamped line of high-margin pickup trucks hits the U.S. market. The 2018 earnings outlook was above market expectations, sending GM shares up more than 3 percent in premarket trading. "GM had a very good 2017 as we continued to transform our company to be more focused, resilient and profitable," GM Chief Executive Mary Barra said in a statement. "We are positioned for another strong year in 2018 and an even better one in 2019." GM and its Detroit rivals, Ford and Fiat Chrysler Automobiles, are bringing on new trucks at a time when overall U.S. new vehicle sales have been falling, but truck sales continue to grow as consumers abandon passenger cars in favor of pickups, SUVs and crossovers. GM on Saturday fired a new round in the battle for profits from one of the U.S. auto industry's most lucrative segments when it showed a new generation of its Chevrolet Silverado pickup truck at the Detroit auto show. The new Silverado, a highlight of the event, is the successor to GM's best-selling vehicle in North America. Sales of the current Silverado rose nearly 2 percent to 585,000 vehicles in 2017. In the coming months, the company will also reveal a revamped GMC Sierra pickup truck. U.S. new vehicle sales fell 2 percent in 2017 after hitting a record high in 2016, and are expected to drop further in 2018 as interest rates rise and more late-model used cars return to dealer lots to compete with new ones. GM said on Tuesday that while it retools a factory in Ft. Wayne, Indiana, to make the new pickup trucks, it will shift some production to an Oshawa, Ontario, plant in order to avoid missing sales in a hot market for the vehicles. The No. 1 U.S. automaker said it will record a $7 billion non-cash charge for its fourth-quarter 2017 earnings related to deferred tax assets. GM said it expects capital expenditure in 2018 of around $8.5 billion, about $1 billion of which will go toward funding self-driving car technology. Last week, the company said it is seeking U.S. government approval for a fully autonomous car — one without a steering wheel, brake pedal or accelerator pedal — to enter the automaker's first commercial ride-sharing fleet in 2019. GM said it expects 2017 earnings per share at the high end of its previously forecast range of $6 to $6.50.

Teaching autonomous vehicles to drive like (some) humans

While I love driving, I can't wait for fully autonomous vehicles. I have no doubt they'll reduce car accidents, 94 percent of which are caused by human error, leading to more than 37,000 road deaths in the U.S. last year. And if it means I can fly home at night in winter and get safely shuttled to my house an hour-plus away — and not have to endure a typical white-knuckle drive in the dark with torrential rain and blinding spray from 18-wheelers on Interstate 84 — sign me up. Autonomous technology will also take some of the stress, tedium and fatigue out of long highway drives, as I recently discovered while testing Cadillac Super Cruise. AVs are also supposed to eventually help increase traffic flow and reduce gridlock. But according to a recent Automotive News article, as the first wave of AVs are being tested on public roads, they're having the opposite effect. Part of the problem is they drive too cautiously and are programmed to strictly follow the written rules of the road rather than going with the flow of traffic. "Humans violate the rules in a safe and principled way, and the reality is that autonomous vehicles in the future may have to do the same thing if they don't want to be the source of bottlenecks," Karl Iagnemma, CEO of self-driving technology developer NuTonomy, told Automotive News. "You put a car on the road which may be driving by the letter of the law, but compared to the surrounding road users, it's acting very conservatively." I get it that, like teen drivers, AVs need a ramp up period to learn the unwritten rules of the road and that a skeptical public has to be convinced of the technology's safety. But this is where I become less of a champion on AVs, since where I live in the Pacific Northwest we already have more than our share of overly cautious human drivers. Since moving here 12 years ago, I've found it's an interesting paradox that a region famous for its strong coffee, where you'd think most drivers would be jacked up on caffeine, is also the home to annoyingly measured motorists. As an auto-journo colleague living in Seattle so aptly put it: "People in the Pacific Northwest drive as if they have nowhere to go." If you drive like me and always have somewhere to go — and usually are in a hurry to get there — it's absolutely maddening.