With the official unveiling of its new CT6 sedan, Cadillac is setting out to “reinvent the premium luxury segment, global president Johan de Nysschen declared Tuesday evening. But the debut of the big sedan is also about reinventing the once-dominant Cadillac brand itself.
In the works since late 2009, shortly after parent General Motors emerged from bankruptcy, the Cadillac CT6 will go up against some of the world’s toughest competitors, vehicles such as the Mercedes-Benz S-Class, BMW 7-Series and Audi A8. But Caddy officials insist they went to play the game on their own terms as they begin an $8 billion product program that will more than double the breadth of the brand’s current line-up.
The process began with the debut of the small ATS and mid-range CTS, and now moves to the premium segment where Caddy hasn’t been a significant player in years. “The challenge, us to reinvent the large luxury segment, a category Cadillac once called its own,” said de Nysschen, during a preview ahead of the official opening of the New York Auto Show.