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Cadillac ad boss is happy controversial Poolside TV ad created debate

Remember Cadillac's controversial commercial for it ELR plug-in hybrid? Did you find it provocative? If so, that's a good thing according to the brand's advertising director, Craig Bierley. First aired during NBC's coverage of the Olympic opening ceremony, the minute-long spot returned to the tele again this weekend, bookending the Academy Awards on ABC. Titled Poolside, the bit was meant as "brand provocation" and whether you enjoyed it or not – sentiment is said to run 3:1 on the pro side – we can probably all agree it fulfilled its role as such. If you were one of those who felt the ad erred on the side of nationalistic consumerism (or what have you), your anger might be somewhat assuaged after reading this article from Advertising Age in which Bierley addresses most of what he believes are misconceptions about the message. For one, the spot isn't aimed at the One Percent, just those who make $200,000 a year. Or, as Craig Bierley, Cadillac's advertising director, calls them, "people who haven't been given anything." Bierley told Advertising Age that the spot doesn't celebrate workaholicsm, instead, "We're not making a statement saying, 'We want people to work hard.' What we're saying is that hard work has its payoffs.'" While our commentors seemed mostly to enjoy discussing the value proposition that is (or is not, depending on your point of view) the Cadillac ELR, the majority appeared to enjoy the commercial. If you were one of those offended, however, let us know if your opinion has changed upon reading Cadillac's defense. If you don't remember what all the fuss was about, scroll below to take another dip in Poolside.

Cadillac Super Cruise needs subscription after free trial period

Not long ago, Motor Trend broke the news that Cadillac's Super Cruise is only free for the first three years, after which the Level 2 autonomy system moves to subscription pricing. MT's report came on the eve of 2018-model-year Cadillac CT6 buyers being asked whether they wished to retain access to their Super Cruise. A few days after that report, Cadillac said it would give those first-year buyers of the technology — "the helpful adopters" — another free year, so they'll need to make a decision in August 2021 along with the 2019MY CT6 buyers. After a bit of digging by other outlets, it seems Motor Trend broke the Super Cruise news primarily to members of the media (including us); the details in the report have been communicated to customers in fine print in at least two places. First, let's clarify that the subscription is for OnStar, not Super Cruise only. Cadillac has made clear since the beginning that the tech needs an active OnStar plan, a Wi-Fi Hotspot, a working electrical system, cell reception, and a GPS signal to work. Knowing that, and knowing OnStar is only free for one month on new vehicles — GM shortened the free trial last year from three or six months — before requiring a subscription, might have encouraged someone to ask the question before now (we didn't...). In response to Jonathan Gitlin at Ars Technica asking Twitter about who knew, Bozi Tatarevic responded, "It might not have been released in the press materials but I remember reading about it in the order guide documents for the CT6 and noting that it was tied to OnStar and would eventually require a plan that started at like $25 per month." And Tatarevic pointed to this snippet in The Philadelphia Inquirer review of the CT6 from 2018: "The Super Cruise feature is part of OnStar and is free for three years. OnStar advertises subscriptions from $24.99 to $59.99 a month." If Super Cruise is only free as long as OnStar is free, then new car buyers now will get the tech for one month. Owners who cancel OnStar or choose a plan that doesn't include Super Cruise will still benefit from adaptive cruise control and lane-centering.   The automaker hasn't said what Super Cruise pricing will be, but the OnStar site apparently reveals the answer. There are six plans listed on the Compare Plans page, but two are combinations of other plans.

2016 Cadillac CTS-V First Drive [w/video]

A million insects lost their lives today. Boxelder bugs and mayflies making the ultimate sacrifice in Elkhart Lake, their carapaces no buffer against a rocketing rectangle of safety glass. Their bodies gorily streaking into spangles along the diamond-faceted face of the Cadillac CTS-V. Road America is a four-mile ribbon of pavement snaking its way through the emerald center of the country's northern heartland. Since the 1950s it's seen uncountable fields of diverse racing machinery rocket over its hills and around its 14 corners. I would imagine that on those occasions the tramping of onlookers and hubbub of vehicles, both competitive and commonplace, would dissuade a great number of our six-legged friends from making their way onto the track. But today it's just me turning laps. Inconceivably just one journalist, driving the baddest roadgoing Cadillac ever made, on one of the loveliest circuits America has ever carved out. So big-winged bugs made it out to me in a vast array and a tragic sum, and I drilled through them oblivious to anything but one of the greatest days of driving I've ever had. Cadillac has turned its CTS-V from a performance sedan to a monster. For 2016 Cadillac has turned its CTS-V from a performance sedan to a monster worthy of the carnage described above. The words "epic" and "awesome" are hilariously overused on the Internet, but in the case of the CTS-V's 6.2-liter supercharged V8, their literal meanings are fitting. The capacity to produce 640 horsepower and 630 pound-feet of torque is astounding. Feeling those outputs come to growling life under my foot arch, uncorks different reactions in my brain as the day wears on: first trepidation, next cautious optimism, finally red-eyed bloodlust. A glance at the power and torque curves will show you that the charged V8 behaves more like a naturally aspirated thing than a turbo'd on/off switch. Peak torque arrives at 3,600 rpm, horsepower at 6,400, giving the engine lovely, linear power delivery. Even with top torque happening near the middle of the tach, there's no small amount of the stuff when the engine first spins up, so launching all 4,145 pounds of Detroit iron still feels exotic. Launching all 4,145 pounds of Detroit iron still feels exotic. On the roads around Wisconsin, using all of the available power is hardly advisable, but I have no trouble driving this fast car slowly (sort of).