1987 Cadillac Eldorado on 2040-cars

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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.

Cadillac Celestiq flagship EV shows off its tint-shifting smart roof

GM has high hopes for its upcoming Cadillac Celestiq sedan, slated for release in 2023. The flagship EV is being built to help the brand recapture its reign as “the Standard of the World.” As such, itÂ’s expected to arrive packed to the gills with cutting edge, futuristic technology including an all-glass roof that can adjust its opacity anywhere between crystal clear and completely opaque with the mere flick of a switch. These roofs, dubbed SPD-Smartglass, have been designed and manufactured by Research Frontiers of Woodbury, New York, and are based on Suspended Particle Device technology that was originally created as a replacement for the manual sliding window shades aboard commercial aircraft, Research Frontiers CEO Joe Harary told Engadget. Some of the earliest examples of SPD window treatments can be seen on the 2011 Mercedes Benz SLK roadster and in the 2012 Mercedes S Class coupe, which were used to increase headspace while eliminating the physical window shade screens, as well as various McLaren models over the past decade. As the YouTube video below explains, Research Frontiers SPD tech relies on polyiodide nanoparticles to generate its tint effect. Magic Sky Control Using SPD-SmartGlass Technology “SPD technology is smart glass that allows you to change the tint of the glass,” Harary explained. “There's this film that we invented that has little nanoparticles in it, which you can control with a small electrical voltage. So, basically this film... that allows you to dial in whatever tint level you'd like.”  “The crystals are about three to five tenths of a micron in length and they act as induced dipoles so when you apply an electric field to conductive coatings in the film,” Harary continued, “ the particles will line up, and allow light to pass through. Then, when you remove the voltage, their natural tendency is to be in the dark state due to Brownian movement and that causes the glass to tint.”  As the tint partially blocks incoming photons, it also reduces the amount of glare experienced by the driver and the heat trapped within the vehicle — over 99.5 percent of light and 95 percent of heat, per a January press release from the company. The claim is, this allows vehicle occupants to stay comfortable for longer without having to turn on the A/C, as well as keep the interior up to 18 degrees Fahrenheit cooler overall, Harary said.

What are the odds an actual Cadillac EV looks anything like this?

The Cadillac EV concept sure looks neat. It's all-electric, too, which is even neater. Unfortunately, it's a concept car, and when it comes to concept cars with Cadillac badges on them, it's best not to get too excited. For instance, you might recall this exquisite piece of automotive art. It was called the Elmiraj. You might recall the production version became the bold face of a new Cadillac and inspired a renaissance for the brand. Jay-Z drives one. Oh wait, no he doesn't. It was never made, nor was anything like it made. This is the Cadillac Escala. It has certainly inspired design cues on production Cadillacs, most notably the just-revealed XT6. However, besides those cues, it's a pretty anonymous large crossover. Hardly anything as stunning as the Escala. Now, perhaps the CT5 will be a dead-ringer, but we wouldn't get our hopes up. Then there's this, the Ciel. Not to be confused with an Acura CL, it was 100 feet long, a convertible and purple. This was also not made. OK, we can see why. And finally, this is the Cadillac Sixteen. As the name suggests, it had 16 cylinders. That's a lot. The most you can get in a Cadillac today is half that many. Now, to be fair, most manufacturers produce concept cars that have zero chance of production. They are meant to serve as inspiration for future designs, showcase future technologies or just draw attention to the brand. The problem with the Cadillac concepts is that they're not that fanciful. Those aren't pod-like Jetsons cars up there. They aren't this nonsense. They look like modern interpretations of the exact sort of grandiose cars Cadillac used to make. The very cars that made Cadillac the "Cadillac of the World." You know, like this. I'm not talking about literal tail fins and pink paint, but that's a CADILLAC. It's confident. It's its own thing. It doesn't need to beat BMW around the Nurburgring to prove something to someone somewhere. The Elmiraj was also a CADILLAC. The XT6 literally wears a Cadillac badge, but it could be anything. By contrast, Lincoln is doing a much better job of tapping into the spirit of its grand past with the Navigator, Aviator and suicide-doored Continental. Nowhere is that better seen than in the cabins of the XT6 and Aviator. One is swank. The other is not. But back to where we started: that EV concept. You'll note that it doesn't actually have a name.