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New Cadillac ELR ad more educational, less controversial than 'Poolside'

Cadillac's first TV commercial for its ELR plug-in hybrid, Poolside, was a smash hit, in that a lot of people saw and talked about it. The 60-second spot didn't say the car was a plug-in, took potshots at the work ethic of all non-Americans and has raked in over a million views on YouTube (you can add one more here). Caddy's new ELR video will get a lot less media attention, but that's exactly the point. Cadillac claims it was happy with the way actor Neil McDonough strutted his way into the controversial ELR discussion. This time around, though, the coupe gets promoted in a more traditional way: with information about the car and what it can do - you know, drive on electricity, capture braking energy into the battery, go further on gas power when needed, those kinds of things – courtesy of GM's executive chief engineer for electrified vehicles, Pam Fletcher. The tone of the video has not been changed because of the Poolside controversy. David Caldwell, manager of Cadillac communications, tells AutoblogGreen that the new video is not destined for TV and is completely different because it's meant for a different audience. "It doesn't have any direct relation to Poolside," he says. "TV advertising is not necessarily the heart of marketing something like the ELR. Notwithstanding the fact that we had a very thought-provoking ad [laughs]." "We definitely have a need to communicate what the ELR is" - Cadillac's David Caldwell The way you reach out to people via the web is different than the mass-media techniques used in spots like Poolside during big TV events (it aired during the Winter Olympics). The two video spots are different because you need to offer different information in different ways, for example having an ELR website as well as an iPad filled with ELR information at the dealership. For Cadillac, TV is "not going to be the predominant methodology," used to sell the ELR, Caldwell said, "the web is closer to what you need to do to reach people. We definitely have a need to communicate what the ELR is. It's not television advertising at all." Caldwell said a handful of other short videos similar to the new one will go live in the near future, showcasing design and powertrain aspects of the car. Keep an eye out for them – just don't look for them on TV. You can watch the new video below.

Cadillac SRX likely to see next-gen built in China

Here's some shocking news to no one: People love crossovers, including those living in China. Since introducing the Cadillac SRX there in 2009, the model's sales have gone through the roof. Now, the brand is considering moving some production of the next-generation model in China to eliminate import tariffs and make it an even bigger player in the market.
According to a recent report in The Wall Street Journal, the crossover is leading Cadillac's Chinese growth, despite its US-equivalent price of over $67,000 after the country's high import tariffs. The CUV's sales are up 23 percent there so far this year, and it's responsible for over 40 percent of the brand's sales. John Stadwick, General Motors' VP of sales, service and marketing in China, told the WSJ that GM could "very possibly" build the next-gen model there.
The SRX is Cadillac's golden goose in China, and it just keeps pushing the brand's sales forward. "It's the vehicle that took us out of being a small niche in the market," said David Caldwell, Cadillac Communications Manager, to Autoblog. Before the CUV, Caddy was selling a little over 20,000 cars a year there, but partially thanks to the crossover's success, the brand sold 50,000 vehicles last year and could reach 60,000 this year. "The SRX is the most popular Cadillac in that market," he said.

Comparing Cadillac's crazy classy coupes

I just returned from the press launch of Cadillac's new ATS-V, a high-performance version of the US luxury marque's entry-level compact car. While ordinary ATVs offer a choice of a 202-horspower, 4-cylinder, a 272-hp turbocharged four or a 321-hp V-6, this one packs a twin-turbo V-6 that pumps out 464 thoroughbred horses and 445 pound-feet of hard-charging torque. Starting at $62,000 for the sedan and $64,000 for the sexy coupe, ATS-Vs are available with a 6-speed manual (with Active Rev Matching and no-lift shift capability) or an 8-speed automatic with steering-wheel shift paddles. They comes with GM's latest 4-mode Magnetic Ride Control, 5-mode Performance Traction Management (with launch control), competition-spec traction and stability controls, an electronic limited-slip differential, specially-tuned electric power steering, huge Brembo brakes, and added air cooling for their engine, transmission, and rear axle lubricants. They roll on 18-inch Michelin Pilot Super Sport tri-compound summer tires on 9-inch-wide front alloy wheels and 9.5-inch-wide rears. And they will rocket from rest to 60 miles per hour in less than four seconds while delivering 16 city EPA miles per gallon and 24 highway with the automatic and 17/23 with the manual transmission. The obvious purpose of all this technology is to effectively endow Cadillac's latest V-Series models with a rarely achieved true dual personality: go, stop, and corner like race cars on a track, then sooth, coddle, and entertain like luxury cars on the way to and from the track, or work. We had ample opportunity to verify both personalities with multiple hot laps of the Circuit of the Americas (COTA) Grand Prix course, followed by a more leisurely drive on public roads near Austin, TX. Even lacking wheel-to-wheel comparisons, we believe these hot new ATS-Vs are fully competitive with their pricier German competitors, and probably superior in some ways. So now, Cadillac will offer not one but two very sharp-looking, upscale, small-volume, 2016 compact coupes, almost the same size and at similar prices, but with totally different missions: this new high-performance ATS-V and the soon-to-be-upgraded ELR extended-range EV. The key question: why? Aside from its cramped back seat and ridiculous $76,000 starting price, I loved the ELR when it was introduced for 2014.