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Cadillac puts on a big performance for the Oscars with 'Rise' campaign

Cadillac skipped the Super Bowl, saving its big play for the 91st Oscars telecast tonight. America's luxury brand has a presence planned for nearly every medium, from television to Twitter to stairstep stories tied into the new commercial campaign. Speaking of which, that campaign is called "Rise," and lauds the "now-complete SUV portfolio" as well as Cadillac's determination to get back to the top. Four new spots will debut: "Rise Above," celebrating the XT6 and the rest of the new range, "Take the Stage," focused on the Escalade, "Make Your Escape," all about the XT4, "Take Flight," for the XT5. The first commercial will be 60 seconds, while the other three are 30-second spots. Cadillac chose Childish Gambino's song "Me and Your Mama" for the campaign soundtrack — it works a lot better than you might guess based on the track name. Beyond that, the Cadillac logo will grace the red carpet, the first time any commercial logo has made a home on the walk of honor. The stairs will be decorated with blue horizontals, inspired by the stair-like pattern of blue in the Cadillac crest. The blue in the carmaker's logo is said to represent "knightly valor" — which, yes, is totally made up, but Cadillac made it up a long time ago, not for this campaign. The real point is that two celebrities in attendance will stand on the steps and present their own stories of rising up. You can check out all the commercials here, watch them unveiled in real time during the Oscars telecast, keep up with what your eleventy hundred Twitter friends think by checking out the hashtag #KeepRising, and finish it off with some time on the Keep Rising microsite.

Combative de Nysschen defends Cadillac move, naming change

Johan de Nysschen isn't afraid of taking quick, decisive actions, even if they are criticized. Since taking the wheel at Cadillac, he instigated moving the luxury division's base of operations to Manhattan's SoHo neighborhood and introduced a new naming scheme for the future of the brand, like he did at Infiniti. The polarizing boss recently explained his feelings about the future of Cadillac in more depth on his Facebook page, but unfortunately only his friends could read it. Thankfully, Daily Kanban posted much of the strongly worded missive for the whole world to see.
Much of the message examines the decision to move some employees to New York. De Nysschen claims that it's all about giving Cadillac distance from Detroit to reshape itself. It allows for, "No distractions. No side shows. No cross-brand corporate considerations. No homogenized lowest common denominator approach. Just pure, unadulterated, CLASS."

2017 Cadillac CT6 Plug-in Hybrid is the most efficient and torquey CT6 of all

Cadillac is returning to the hybrid game after discontinuing the ill-fated ELR, this time with an existing car and a new drivetrain. The company has taken its CT6 flagship and given it a turbocharged 2.0-liter four-cylinder, a pair of motors, and a big battery pack. The result of this combination is a CT6 that manages a rating of 65 MPGe, can go 30 miles on a full electric charge or 400 miles combined with the engine. The powertrain produces 335 horsepower and 432 lb-ft of torque. That's the same amount of power as the 3.6-liter V6 CT6, and more torque than that engine or the twin-turbo 3.0-liter V6. Cadillac claims the CT6 plug-in is capable of hitting 60 miles per hour in 5.2 seconds and reaching a top speed of 150 mph. The green and grunty CT6 plug-in will be available this coming spring, and it will have a premium price of $76,090. Cadillac says that its equipment list is comparable to the CT6 Premium Luxury trim level, which starts at $64,590 with the 3.6-liter V6, and $68,590 with the twin-turbo V6. However, in addition to the hybrid powertrain, Cadillac throws in a number of features that are options on the conventional gasoline models. To get the hybrid's rear seat infotainment system and enhanced night vision, a buyer would have to add $5,800 in option packages. That still leaves the twin-turbo model $1,700 shy of the hybrid, but that's not a terrible trade for the option of fuel-free driving for at least some of the time. Related Video: Featured Gallery 2017 Cadillac CT6 Plug-in Hybrid View 15 Photos Image Credit: Cadillac Green LA Auto Show Cadillac Hybrid Luxury Sedan cadillac ct6 2016 LA Auto Show