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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:

2020 Cadillac CT4 spy shots reveal sedan-heavy approach in age of SUVs

You're looking at some pictures of the 2020 Cadillac CT4, which will be smaller than the upcoming CT5. And since they're both smothered in similar-looking camouflage, which is specifically intended to confuse, you might think they look pretty similar. In isolated photos, it's sometimes hard to tell which sedan you're looking at. In fact, when we first saw this car recently, we also thought it was a CT5. Here's how we know they're actually two different cars. Some background: The CT5 is slated to replace the CTS, and to try and find the balance that the old car couldn't achieve in the lineup. Cadillac's former CEO previously stated that this car would also fill in for the ATS, which is on its way out. Whatever it ends up being, it'll have to make a clear case for itself against the CT6 — it can't be too close in size and opulence, or they'll hurt each other in sales. And the CT5 can't be too small, or it will struggle against traditional midsize luxury cars. The CT4 could further complicate matters for the exact same reasons, just in a smaller package. How small can Cadillac make it? It seems poised to replace the wonderful-to-drive ATS, which was as allergic to sales as the XTS. This will give Cadillac a three-sedan lineup: CT4, CT5, and CT6. Let's hope there's enough differentiation between them to prevent consumer confusion and sales cannibalization — and that consumers understand the CT6's promotion via attrition to top dog in the sedan lineup. With all that out of the way, let's look more closely at the CT4 (above left) and CT5 (right). The CT4's greenhouse stops closer to the centerline of the rear wheels than the CT5's. That gives the CT5 a visually longer, leaner look, more of a semi-fastback arrangement. The CT5's rear vanity window should resemble the CT6's, with a glass element behind the door opening. The CT4 will have a more conventional vanity window in the door, like the ATS. Perhaps the quickest "tell" is the size of the side-view mirrors, which are rounder in the CT4 and leaner in the CT5. Out back, the CT4 has a lower cutout for the license plate than the CT5. The exhaust outlets are also different, although that may change for production. Remember, the big full-width rear lights are probably misdirection on the part of the GM camo team. The entire rear decklid of the CT4 has more roundedness to it, while the CT5's extra width gives it more room up top to spread the decklid out a little flatter.

GM announces 3 new recalls affecting 1.7M vehicles in North America [w/video]

Still embroiled in the ongoing ignition switch recall, General Motors announced today three more discrete recalls, affecting a grand total of 1,546,900 vehicles in the US. The Detroit News reports that some 1.7 million vehicles are affected overall in North America. The first and largest of the trio of new recalls concerns some 1.18-million Buick Enclave and GMC Acadia crossovers from the 2008-2013 model years, Chevrolet Traverse from 2009-2013 (pictured above) and Saturn Outlook vehicles from 2008-2010. All of the crossover utilities may have an issue with the wiring harness for their seat-mounted side airbags. Apparently, the vehicles are equipped with a Service Air Bag warning light that, if ignored, "will eventually result in the non-deployment of the side impact restraints." Those restraints include the side airbags, a front-center airbag if the vehicle is so equipped and seatbelt pretensioners. Dealers of affected vehicles will be instructed to remove driver and passenger side airbag wiring harness connectors, and then "splice and solder the wires together." The second recall affects 303,000 Chevrolet Express (pictured right) and GMC Savana vans from model years 2009-2014, and with gross vehicle weights under 10,000 pounds. Said vehicles do not comply with a head impact requirement for unrestrained occupants, and will need a reworking of the instrument panel material to be sent back on the road. It doesn't sound as though there's a quick fix for this one, as the GM press release states: "Unsold vehicles have been placed on a stop delivery until development of the solution has been completed and parts are available." Finally, the third recall affects 63,900 Cadillac XTS luxury sedans from model years 2013 and 2014. A brake booster pump may be susceptible to corrosion by way of the relay, potentially causing and electrical short, overheating, melting of plastic components and even engine fires. GM says it is aware of two engine fires in unsold XTS models and two cases of melted parts. Repairs for the issues affecting the XTS have not not mentioned by GM in the release. The Detroit News is also reporting that along with news of the triple-recall, GM is taking a $300-million credit to help pay for the repair costs, and to deal with the ongoing costs associated with the ignition switch recall. In an attempt to explain just what GM has been doing in the face of these very serious issues, newly minted CEO Mary Barra has addressed the issues in a new video.