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Cadillac's new ad campaign to tell you how to get lucky

Cadillac is set to launch a new ad campaign this fall, as it attempts to maintain the momentum established by new models like the ATS. The campaign comes from an agency called Rogue, and according to AdAge, will lean on American values. It's called, "Work Hard. Be Lucky."
The campaign is fairly self-explanatory, just from the tagline. It's meant to make a Cadillac seem more attainable to the average, aspirational buyer. It does kind of pander to that American idea that everyone's hard work gets rewarded, but as ad campaigns go, that's not a bad thing.
Somehow, it doesn't roll off the tongue quite like "The Standard of the World." As AdAge points out, Cadillac's advertising over the years has lacked a real coherent theme, although we'll admit to enjoying the most recent campaigns, particularly the around-the-world jaunts with the ATS. It's unclear if the "Work Hard. Be Lucky." theme will evolve into an actual tagline for the brand, with Caddy spokesman Dave Caldwell telling the advertising mag, "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured."

2020 Lincoln Corsair vs 2020 Cadillac XT4 | How they compare on paper

The 2020 Lincoln Corsair compact crossover was introduced this year to replace the aging MKC. Our first impressions are that it's a thoroughly competent luxury machine, but where it fits in the market is interesting. Given its size and price tag, the Corsair basically slots in-between compact segments, with vehicles like the Audi Q3 below and Audi Q5 above. It's a distinctive position to be in, but not a unique one, as there's another comparably sized and priced SUV -- and an American rival, no less. The Cadillac XT4 was launched just last year to be its company's smallest crossover, boasting compelling design and ample technology features.  So which is better? To give you some idea, let's take a look at each vehicle's horsepower, torque, fuel economy, space, pricing and some slightly more subjective aspects about their luxuriousness and feature sets. You'll find all the nitty gritty numbers below, followed by more detailed analysis. And if you'd like to compare other luxury crossovers, be sure to check out our comparison tool. Engines, drivetrains and driving impressions Both the Corsair and XT4 come standard with turbocharged 2.0-liter four-cylinder engines, but the Corsair's is more potent with 250 horsepower and 275 pound-feet compared with the 237 horsepower and 258 pound-feet of the Cadillac. And to seal the deal, the Corsair has an optional turbo 2.3-liter engine with 280 horsepower and 310 pound-feet of torque. That's not only vastly better than the Cadillac, but one of the most powerful outputs in the compact luxury SUV segment. Both vehicles have standard front-wheel drive with optional all-wheel drive on the base engines. The 2.3-liter Corsair has all-wheel drive standard. The Cadillac does boast an extra cog in its transmission over the Corsair's eight-speed automatic, but there's not necessarily an advantage or disadvantage to be gleaned from that. When it coes to fuel economy, the Cadillac is victorious with a 26 mpg combined rating for the front-drive model, with the front-drive 2.0-liter Corsair coming just behind with 25 mpg combined. It's a three-way tie for third with the all-wheel-drive XT4, all-wheel-drive 2.0-liter Corsair and 2.3-liter Corsair all returning 24 mpg combined. Of course, the all-wheel-drive Corsairs have a small advantage here in that it delivers more power and torque than the Cadillac with the same fuel economy.

Expect the Cadillac XT3 small crossover in late 2018

Cadillac's sedan-heavy lineup can't complete in this crossover-crazy market, it seems. The Detroit News spoke to Cadillac boss Johan de Nysschen and found out some more details about the brand's plan to alter its lineup to cater more to current consumer tastes. It's no surprise that these plans would include a small crossover, because de Nysschen has been talking about a vehicle smaller than the XT5 like this since at least 2015. The report also pins the Fairfax Assembly Plant, where GM builds the Buick LaCrosse and the Chevrolet Malibu, as the site for what could be called the XT3's production. That's not an immediately obvious choice, since the LaCrosse and Malibu are based on the latest evolution of the Epsilon platform, known as E2XX. And the XT5 is based on a crossover version of that same platform (known as C2XX), while XT3 is expected to be smaller than the XT5. So perhaps there's a different assembly line going into Fairfax, or the C2XX platform can be significantly shortened. We assume that the XT3 would be built on a smaller platform, perhaps the Gamma II that underpins the Chevrolet Trax and Buick Encore – which are built in either South Korea or Mexico, depending on which market they are to be exported to. The Encore is selling very well for Buick, with sales figures increasing through late last year. Another possibility is the D2XX platform that underpins the Chinese-built Buick Envision and the GMC Terrain and Chevrolet Equinox, perhaps with assembly happening at the CAMI plant in Ontario. At this early stage, without confirmation of GM as to what platform the XT3 will use or where it will really be built, it's too early to say what the Fairfax rumor means. This isn't the first time we've heard about a small Cadillac crossover. Back in 2015, de Nysschen told us to expect it sometime in 2018. But later that year, speaking to Reuters, he posited that it'd be closer to 2019. The Detroit News says de Nysschen told them it'll launch in the second half of 2018, splitting the difference between what we'd heard previously. Remember, Cadillac's only two vehicles in the segment are the XT5 and Escalade. We know that the brand is almost certainly scrambling to fill the holes in that side of the lineup. We think a three-row crossover will slot between the two, probably called the XT7.