The 2016 Cadillac Escalade, well, the entire Escalade’s life, has turned the current, and future, Cadillac brand motif upside down.
But, it’s a good problem to have.
The Cadillac Escalade brings home the bank for the brand, and has an average transaction price of around $85,000. As Automotive News points out, that’s a whopping $33,000 more than the Cadillac CTS.
We’ve visited this once before but, as Cadillac divulges its unfolding master plan, President Johan de Nysschen, frankly, is stumped how to balance the Escalade’s success without compromising the equity built in the latest brand strategy.
Cadillac doesn’t want the Escalade to act as an icon, even though it is without trying. While every vehicle in Cadillac’s portfolio today are well rounded machines, they don’t hold aspiration to them. The Escalade? No one feels ashamed rolling up in an Escalade. It oozes what Cadillac wants every single one of its vehicle to exude.
And that goes hand-in-hand with demographics; the Cadillac Escalade hosts the youngest buyers for the brand, residing in the late-20s to early-30s bracket. The question is, how does Cadillac get those buyers into another Cadillac?
But, there’s something to be said of the Escalade’s success. Why not turn the Escalade into somewhat of a halo vehicle for its crossover and SUV lineup? Take the nameplate into Range Rover territory, dress it up with additional features, exquisite interiors and reap the rewards from those who simply don’t care its cousin wears a gold bowtie.
After all, what’s in a name? Plenty.