In this short clip you’ll hear Andrew Smith, the Executive Director of Cadillac Design, talk about Cadillac and its new marketing direction. He explains how Cadillac’s heritage and previous workings may influence today’s products, but it does not limit or hinder them in anyway. He opens up by saying, “I am adamant that we can never dwell on the past. We have a fantastic heritage, but we always have to look forward.”
What he means by this (we think) is that he doesn’t want his design team to feel that they must conform to traditional styling cues; he wants them to push forward and create new looks. Smith believes that all of the great Cadillacs have done this.