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Cadillac chief marketer admits ELR is 'a big disappointment'

During the Cadillac XT5 global launch in Dubai, Automobile interviewed Cadillac Chief Marketing Officer Uwe Ellinghaus and got the CMO to touch on just about every major issue affecting the brand and the industry. After two years on the job, having come from 15 years at BMW, Ellinghaus naturally started with the "passionate Cadillac customers" and "iconic brand" spiel, then they got into a top-down look at where America's preeminent luxury brand stands. Ellinghaus said Cadillac is in a period of transition, lately focused on smaller and more performance-oriented vehicles, which has alienated a chunk of veteran customers and left others trying to figure out what Cadillac is about. He believes that "for a few more years, the products will probably be stronger than the brand," while he does his work of conveying what the company has to offer. But the brand had to make the switch, because "Generation X and Y will make 80 percent of all actual buyers in the next five years..." On top of that, he'll be working on making sure the customer and dealership experiences are where they need to be. Speaking of dealers, Ellinghaus thinks the future will not be brick-and-mortar shops, but digital pickup-and-delivery services. "Nobody wants to go to a dealership for service and maintenance," he says. He said the ELR has been "a big disappointment," but it has taught Cadillac that converting its existing line-up to plug-in hybrids is a better way forward. However, he characterized the plug-in hybrid as "the next all-wheel drive," in that everyone's going to offer it soon, so it will be "an entry ticket into luxury automobiles rather than a differentiating aspect." The CMO thinks the CTS is suffering because of the decline in the US midsize luxury sedan market in general thanks to the SUV and crossover craze, so the brand really needs another small SUV. Head over to Automobile for more of Ellinghaus' intriguing answers, like "I do believe that very long-term hydrogen is really the way," and "it's time to get real" in Europe. Taking a dig at Volkswagen on that last matter, he also said, "I think the absence of the diesel is not as much of an issue as it was eight weeks ago." Related Video:

GM’s Charlie Wilson was right: Stronger regulations can help U.S. automakers

Charlie Wilson had been the president and CEO of General Motors before being nominated to become secretary of defense by Dwight Eisenhower. During his Senate confirmation hearings, he controversially said, "For years I thought what was good for our country was good for General Motors, and vice versa." And he was right. While car companies aren't necessarily the most progressive when it comes to things that might have the slightest possibility of political blowback, General Motors should be credited for doing something absolutely forthright in this regard with its announcement that it wants the federal U.S. government not to squash the California Air Resources Board's emissions requirements but to actually create a 50-state "National Zero Emissions Vehicle" program that, in the words of Mark Reuss, executive vice president and president, Global Product Group and Cadillac, "will drive the scale and infrastructure investments needed to allow the U.S. to lead the way to a zero emission future." Filing comments to the Safer Affordable Fuel-Efficient Vehicles Rule for Model Years 2021-2026 Passenger Cars and Light Trucks is one thing. But a graphic the company developed for this announcement — shown above — is something else entirely, something that is absolutely credible, creative and clever. There is a photo of a Chevrolet Bolt EV driving along a highway, which seems to be in Marin County (based on the blurred San Francisco skyline in the background). Text on the photo states: "It's Time for American Leadership in Zero Emissions Vehicles." It seems to say, in effect, "If we want to make America great again, then we're going to do it by leading in technology, not by retreating behind weakened regulations." General Motors understands that the auto market is globally competitive, and if U.S.-based companies are going to be in the game, then they'd better be able to out-innovate the companies based elsewhere, where emissions and economy standards are not being weakened. What's good for our country ... Related Video:

GM's Buckle to Drive teen safety feature comes to more models for 2021

In 2014, GM announced a feature called "Belt Assurance," which would prevent a vehicle from being shifted out of park until the driver and front passenger had buckled their seatbelts. Initially launched on certain fleet vehicles in 2014, the feature rolled out as a free option on the 2015 GMC Sierra, Chevrolet Colorado, Cruze and Silverado. At the time, GM said it would push Belt Assurance to more models if customers took to it. That appears to have happened; come 2019, GM repackaged Belt Assurance as Buckle to Drive, part of the automaker's Teen Driver System that bundled tech such as geofencing and speed limit warnings to help parents keep track of their children's driving habits. In that implementation, the system only works when Teen Driver Mode is activated, locking out the shifter and muting the radio for 20 seconds or until the seatbelts are buckled, whichever comes first. The system shows a visual warning in the gauge cluster, too.  For this model year, the Teen Driver System came standard on 10 Chevy models, but Buckle to Drive was only allotted to the Colorado, Malibu and Traverse. Later this year, the 2021 Camaro will join the Chevys outfitted with the Teen Driver System and will get Buckle to Drive in addition. GM Authority reports that for the 2021 model year, Buckle to Drive will also be picked up by the Cadillac CT4 and CT5. Previously, the Cadillac ATS, CTS, Escalade and XTS came with the Teen Driver System, but three out of those four vehicles are no more, and the 2021 Escalade makes no mention of the Teen Driver System nor Buckle to Drive among its safety features. Elsewhere around the GM empire, the Buick Envision and Encore GX include the Teen Driver System, as do six GMC vehicles, but it's not clear when any will be upgraded with Buckle to Drive. The tech could help save numerous teenagers' lives. On its page of teen crash facts, the Centers for Disease Control and Prevention writes that roughly 300,000 teens between the ages of 16 and 19 ended up in emergency rooms to treat crash injuries in 2017. Furthermore, "only 58.8% of high school students always wore seat belts when riding as passengers," and, "Among young drivers aged 15-20 who died in car crashes in 2017, almost half were unrestrained at the time of the crash (when restraint use was known)." Related Video: