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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?

2021 Cadillac CT4 Review | A joy to drive, a puzzle to compare

Cadillac's smallest sedan is arguably its most competitive. The question is, though, what does the 2021 Cadillac CT4 actually compete with? It has the price tag and interior in keeping with the growing number of sub-compact luxury sedans, yet its rear-drive layout and sophisticated chassis are more akin to sedans that are a size up. It sure drives more like a BMW 3 Series than something smaller and cheaper. Actually, it could easily be argued that the CT4 is a more rewarding sport sedan than BMW's benchmark – be it the Premium Luxury you see above or spicier CT4-V trim.  That's where the comparison ends, however. The CT4 is smaller, with a cramped back seat and rinky-dink trunk. Its cabin quality is lower and its engines less refined. Yet, it is sufficiently cheaper to justify all of the above. For the dwindling few who still prize communicative steering and an unflappable suspension in their entry-level luxury sedan, the CT4 is a terrific choice – no matter what you compare it to. What's new for 2021? The CT4 was all-new last year, so there are only minor updates for '21. A 12-inch HD instrument cluster is now available as part of the Technology package in top trim levels, while Cadillac's Super Cruise semi-autonomous driver assist system will be a late-availability option. Wirelessly connected Apple CarPlay and Android Auto are now standard. There's also a new Diamond Sky Special Edition that adds a unique color scheme and trim finishes.  What's the CT4 interior and in-car technology like? We've criticized the design and quality of other Cadillac interiors, and although the CT4's is awfully similar to those, its lower price and market positioning make it far more competitive and, well, palatable. It may not be as expressive as the Mercedes A- or CLA-classes, but for the money, we don't think you'll be disappointed. The infotainment system is controlled by an 8-inch touchscreen with a pair of redundant control knobs better suited to scrolling through playlists, radio stations or other menu functions. One is adjacent to the screen and volume knob, while the bigger one is on the center console. We like this setup quite a bit and appreciate the Cadillac's system's clean look and quick responses. The base setup includes wirelessly connected Android Auto and Apple CarPlay, plus Amazon Alexa integration and a choice of USB Type-A and Type-C charging.

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We're set to record Autoblog Podcast #326 tonight, and you can drop us your questions and comments via our Q&A module below. Subscribe to the Autoblog Podcast in iTunes if you haven't already done so, and if you want to take it all in live, tune in to our UStream (audio only) channel at 10:00 PM Eastern tonight.
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