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Why Cadillac needs a real truck in its lineup

Premium brands such as BMW, Mercedes-Benz, Lexus, and Cadillac sell vehicles that cover the spectrum from car to crossover to SUV. But trucks? They remain the last frontier when it comes to luxury brands. These days Chevy, GMC, Ford, and Ram sell cheap, bare-bones work trucks alongside loaded models that top $75,000. There is a reverse elitism that comes with this sales tactic. A brand gets to reflect a rugged working class lifestyle with the emblem up front, while what's behind it costs as much as a small house in middle America. But Americans who spend big money on cars and SUVs have always gradually tailed towards luxury nameplates over time. Everyone knows what an Escalade is, and thanks in large part to that image the Escalade is now the best-selling fullsize luxury SUV in the USA. Cadillac's flagship model, along with its midsize luxury crossover, the SRX, routinely outsell the competition from Audi, Mercedes, and BMW, not to mention Ford's Lincoln brand and most of the Japanese rivals. With trucks already dominating overall sales and headed into the pricing stratosphere, I believe it's time for Cadillac to consider a fullsize truck. And no, not a lipstick version that merely takes a Chevrolet Silverado pickup and throws in a few leather seats and some slight interior touches. That experiment already failed both for Cadillac (the Escalade EXT) and for Ford's Lincoln brand (Blackwood, Mark LT). Cadillac is an American brand that currently focuses a ridiculous amount of energy and resources trying to compete with European car offerings. The brand needs to create the Cadillac of trucks. Head honcho Johan de Nysschen has been blunt in his desire to "restore Cadillac to the pinnacle of global premium brands, not in sales but in aspirational brand character." This sounds well and wonderful. But the present problem in achieving this goal is that, on a global basis, Cadillac is a failed brand. Look at Europe, where Cadillac has sold so poorly in recent years that former Soviet manufacturer Lada managed more new registrations in 2014 by a factor of more than four to one. Cadillac is an American brand that currently focuses a ridiculous amount of energy and resources trying to compete with European car offerings. After more than 20 years of Cadillac models selling themselves as import killers, the only one with sustained success has been the CTS, and even that has been a marketplace loser for the last several years. The CTS-V?

Cadillac Lyriq EV unveiled as brand's first electric vehicle

Your author has already seen it, back in March, and has had to wait until today to show you the new Cadillac Lyriq electric luxury crossover. We were excited about it then, we're still excited about it now, but we'll see if we can maintain that excitement for another two years. After some fanfare, a delay, a name explanation and a bit of teasing, Cadillac has finally taken the wraps off the Lyriq, and we like what we see. The bad news — weÂ’ll get it out of the way right now — is that the Cadillac Lyriq wonÂ’t go on sale until late 2022. Moving on, letÂ’s bask in the photos and video weÂ’ve long awaited, and dig into what we know about the first all-electric Cadillac. First, it will come in two drivetrain configurations: rear-wheel drive and performance all-wheel drive. ItÂ’ll use GMÂ’s new Ultium modular battery technology, giving it a driving range targeting north of 300 miles, plus a center of gravity about 3.9 inches lower than that of the similarly sized Cadillac XT5. It will be capable of "over" 150-kilowatt DC fast charging, with a Level 2 charging rate of up to 19 kW. Cadillac Lyriq View 8 Photos In terms of styling, the Lyriq is a substantial move forward both inside and out — and a lot of it has to do with lighting. On the outside, it gets vertical headlights, plus a bunch of little light-up elements in the grille, include a logo that is animated on startup. In fact, the face will light up as you approach, not unlike a dog seeing its best friend ready to play. We see some more nifty lighting signatures in back that carry on a similar theme with more vertical lights. Inside, the lighting situation gets even more interesting, with another light-up crest on the steering wheel, plus wood veneer over aluminum door panels, all backlit. As for its stance, the Lyriq has a long wheelbase, and rides on 22-inch wheels. At the back, we see a slick vented spoiler hanging over the raked rear glass. The side doors of the Lyriq automatically open with the touch of a button in door handle outlines that are flush with the body. Similarly, they close automatically, slowing down at the end to pull the doors fully shut. We wouldn't be surprised if this doesn't make it to production. Moving around the interior, the curved, 33-inch combination digital driver display and infotainment screen sprawls across the dash. It uses advanced LED technology, and is capable of displaying over a billion colors, according to Cadillac.

Cadillac is bringing a new concept to Pebble Beach

Cadillac will debut a new concept Thursday in Monterey. The company also released teaser video, but it only shows us a few glimpses of interior parts and a concept drawing that seems to show a very minimalistic dashboard. The big draw appears to be the large screen filling in for instruments and infotainment. According to Cadillac, the screens are curved OLED panels co-developed with LG, and the technology behind them will appear in a future Cadillac. Bringing a new concept to the famous Monterey Car Week is a return to form for Cadillac. In past years the company brought beautiful concepts like the full-size, four-door Ciel convertible, and the taught, athletic Elmiraj coupe. The latter of these showcased designed cues that trickled into production Cadillacs. No word (or pictures) on the exterior yet. We'll be sure to have complete coverage of the concept later this week. Related Video: Image Credit: Cadillac Cadillac Concept Cars Videos Pebble Beach