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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.

Cadillac's Super Cruise — look, Elon, no hands!

Cadillac is about to start selling vehicles with an autonomous driving mode and TechCrunch got an early look at the technology in a production car. "Wait for the green light and let go," the Cadillac engineer instructed. That's it. The car was driving itself. I, the person behind the steering wheel, was no longer the driver. Cadillac's Super Cruise system was driving. The 2018 Cadillac CT6 sped along U.S. 23 under the direction of Super Cruise. Traffic was light and the weather was perfect. The system held the Cadillac sedan in lane and responded appropriately to traffic. I spent an hour on the expressway and touched the steering wheel and pedals only a few times. Super Cruise made the drive boring. I think that's the point. Here's how it works Super Cruise is available once the driver navigates the vehicle onto an expressway. When ready, a little icon is displayed by the speedometer and the driver hits a button on the steering wheel to switch it on. Once the light bar on top of the steering wheel turns green, the driver can let go. Super Cruise is driving.This steering wheel light bar is key to the operation. When green, the driver knows Super Cruise is in control. Blue means the driver interrupted the system to change lanes and red means Super Cruise needs the driver to confirm they're paying attention and not checking Twitter. When active, Super Cruise controls the steering and speed, but again, only on an expressway. This is done through onboard sensors and using GPS and mapping data. GM employed GeoDigital, a startup in GM Venture's portfolio, to map 160,000 miles of expressways in the U.S. and Canada. The car company then used Super Cruise-equipped vehicles to test each mile. This combination of onboard systems combined with map data makes the system feel polished and sophisticated. During my admittedly limited time in the vehicle, the CT6 precisely held its position in the lane and confidently handled sweeping curves at speed. There was no wiggling or squirming — from the Cadillac or myself. The car was in control, and I felt safe. Although the driving conditions were perfect for my test ride, during adverse weather, the system will work normally until one of the key systems is unable to operate.

GM laying off more than 4,000 workers Monday morning

According to reports from Automotive News, The Detroit News, and CNN, General Motors plans to begin laying off more than 4,000 salaried workers starting Monday morning. In a statement to AN, a spokesperson for the automaker said, "We are not confirming timing. Our employees are our priority. We will communicate with them first." We've been expecting layoffs at General Motors since November, 2018. At the time, the Detroit-based automaker announced it would seek to shed 8,100 salaried employees, shut down five assembly plants in North America, and kill off several slow-selling models. One month earlier, GM offered buyout packages to 18,000 workers and said it would seek to cut its global workforce by 25 percent. A spokesperson said at the time the moves were "proactive steps to get ahead of the curve by accelerating our efforts to address overall business performance." The cost-cutting moves are expected to save GM up to $2.5 billion in 2019 and as much as $6 billion by 2020. David Kudla, CEO and chief investment strategist of Mainstay Capital Management, referred to the impending culling as "Black Monday" and told The Detroit News that the layoffs would begin around 7:30 a.m. and continue in waves throughout the coming days and weeks. GM plans to deliver on its fourth-quarter and full-year 2018 earnings report on Wednesday. President Donald Trump plans to deliver the annual State of the Union address a day earlier on Tuesday. We expect to hear plenty more from both sides over the next several days.