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Cadillac Turns to Teddy Roosevelt in New Ad Campaign

New ad campaign debuting during Oscars broadcast.

by on Feb.19, 2015

Cadillac's new Dare Greatly ad campaign focuses on scenes from New York, rather than product.

Where are the rocks and trees?

A new ad campaign from Cadillac takes a big detour from the traditional automotive marketing approach. Rather than focus on one of the luxury maker’s products, such as the new CTS-V performance sedan, it picks up on one of the more inspiring speeches delivered by President Theodore Roosevelt back in 1910.

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To some observers, it has brought to mind the controversial approach introduced for the 1989 launch of the then-new Infiniti brand which focused on a zen-like natural environment, rather than product. Except the rocks and trees of that campaign have been traded for a slow-motion rendering of New York – which just happens to be where Cadillac is moving its headquarters this year.

“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better,” declared Roosevelt at the Sorbonne in Paris on April 23, 1910.

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GM’s Reuss Confims Cadillac’s Plans for Flagship Sedan

A book-end for a rapidly expanding product line-up.

by on Aug.20, 2014

The Cadillac Elmiraj concept is expected to have a strong influence on the new flagship, though it will go with a sedan body style.

Cadillac will finally bring to market a full-size luxury flagship sedan late next year, Mark Reuss, the global product development chief for General Motors confirmed.

The new model, as TheDetroitBureau.com previously reported, is expected to go up against some of the toughest competitors in the luxury automotive market, including the likes of the Mercedes-Benz S-Class, the best-selling premium sedan. Industry analysts expect the new model to showcase Caddy’s distinctive Art & Science design language while also offering an array of new comfort, performance and safety features.

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“What we do there has got to be a symbol of excellence,” Reuss said during a media scrum following a GM event for student interns. “This is a car that Cadillac needs that will define this brand in terms of innovation and excellence.”

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Cadillac Counting on New Product to Reverse Slump

New Caddy boss expected to accelerate product expansion plans.

by on Jul.30, 2014

The new Cadillac crest - minus the wreath - debuts on the 2015 ATS Coupe.

“New product is the lifeblood of any brand,” said Jim Vurpillat, the marketing director for Cadillac, as he took a break during a media drive of the luxury maker’s new ATS Coupe.  He and the rest of Cadillac’s management team certainly have to hope so after the unexpected slide the General Motors division has taken so far this year.

The ATS Coupe, a new line of performance models, a flagship sedan, a compact crossover and other new products are moving their way through the Caddy pipeline. But the brand could see the pace of that rollout accelerate in the near future under the guidance of a new global brand boss who will officially join the Caddy team later this week.

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Johan de Nysschen, most recently the CEO of Nissan’s Infiniti division and before that head of Audi of America, was brought in as part of a plan to give Cadillac more independence from GM. And company insiders suggest that the South African-born executive negotiated a deal that will also give Caddy more of the product it needs to compete against aggressive German rivals Mercedes-Benz, BMW and Audi, as well as Infiniti, Lexus, Lincoln and luxury upstart Hyundai.

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Cadillac Planning Numerous Product, Concept Roll-outs in 2012 – 2013

New crossover, update of Ciel premium luxury model in mix.

by on Jan.13, 2012

Advanced designer Clay Dean's studio is busy working up new Cadillac products, including a follow-up to the ultra-luxury Ciel, shown here..

It’s been a busy few months from Cadillac, what with the L.A. Auto Show launch of the new XTS premium-luxury sedan and the introduction in Detroit of the new ATS entry-lux model.  “But we’re not getting any time off,” a senior Caddy official told TheDetroitBureau.com during a background conversation at the Detroit Auto Show.

For his part, General Motors North America President Mark Reuss acknowledges there are a number of “open spaces” in the Cadillac line-up, and that it will be essential to fill at least some of them if the maker aims to regain a level of competitiveness against the dominant German and Japanese luxury brands, like BMW, Mercedes-Benz and Lexus.

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Reuss declined to discuss specifics for Cadillac’s expanded line-up, but in a series of background conversations, company officials provided an outline that hints at an aggressive new product strategy that will bring at least one, and possibly two new crossovers to market, while we will also be seeing a follow-up to the well-received Ciel super-premium luxury concept that Caddy rolled out at the Pebble Beach Concours d’Elegance last August.

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