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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 teases CT4 and CT5 V-Series Blackwing steering wheel

There's quite a bit that we know about the upcoming Cadillac V-Series Blackwing models. Thanks to spy shooters and prototypes, we've seen the CT4-V and CT5-V Blackwing out and about testing on public roads, which means we've seen the bronze wheels in staggered sizes. We've been told they will offer proper manual transmissions, and we know they will lap a race track quicker than the ATS-V and CTS-V they replace. And now we know what their steering wheels will look like. It's not much to base an entire teaser on, but there are a few interesting tidbits we can glean from Caddy's first official Blackwing tease. First, the wheel itself. It's leather wrapped (not Alcantra, at least on this example), it looks to have meaty bulges where you'll want to grip it, it has a red strip at the top to help locate straight ahead while driving aggressively, and it has a carbon fiber V-shaped spoke at the bottom. Finally, we see a prominent silver button labeled "V" on the left side that will allow drivers to quickly access V-Mode. To the right will be buttons for the Performance Traction Management system. Judging by the fuzzy background behind the wheel that shows some sort of digital gauge cluster, it seems that Cadillac may be aiming for a 200-mile-per-hour top speed for the CT5-V. That's not a stretch, as the last-generation CTS-V could hit that speed, too. Cadillac smartly took this shot in a way that blurs the center console, which means there's plenty more time to speculate on the transmission choices. Cadillac says the V-Series Blackwing models will be ready in time for the summer of 2021. Stay tuned. Related Video:  

Cadillac dealers get $5,000 incentive for ELR test drives

The 530 Cadillac dealers - out of 940 total dealers - that signed on to sell the brand's ELR for $75,000 or lease it for $699 per month have managed to move 247 of them in the last five months. That's a little less than two cars for each dealer more than two dealers for each car if you need help with the math. With inventories of the luxury plug-in hybrid building up - Automotive News reports a 725-day supply - General Motors has created the Demonstrator Allowance Program to billow the sails on that slow moving ship, giving dealers $5,000 to promote ELR test drives.
A dealer with one ELR in its test fleet that racks up 750 test driven miles between May 1 and June 2 earns the fifty Benjamins, a dealer with two ELRs in the test fleet will get one hundred Benjamins. That will be added to summer incentives for dealers that pay $2,000 for units sold in July and $1,000 for units sold in August, while on the customer side, Cadillac has put "customer discount certificates" worth $3,000 on the hood for buyers and lessees.
Cadillac suggests this is about raising awareness of the ELR, but the question is how much dealers will be able to do for a car that observers - and buyers, apparently - still consider highly overpriced.