Whether Cadillac likes it or not, its best-selling vehicle is a body-on-frame SUV. The Cadillac Escalade exudes everything the brand wants from its crossovers and other passenger vehicles. Swagger, luxury, aspiration, pick your adjective.
In the meantime, while Cadillac plays catch up with crossover vehicles, German rival Mercedes-Benz prepares to enter new territory with its own luxury pickup truck, set to debut on October 25. At this point, it seems like a major missed opportunity for Cadillac.
While crossovers are fine and dandy, pickup trucks are the other hot ticket in the U.S. market. And, if there’s a vehicle General Motors knows how to build, it’s a damn good truck. In fact, we’d venture to say its pickups and SUVs are core competencies of the General, alongside its small-block V8 engine.
A Cadillac pickup truck would be nearly effortless, borrowing extensively from the GMC Sierra or Canyon Denali’s playbook, but upping the luxury appointments even further. If there’s anything we can learn from Denali sales, it’s that these buyers aren’t using their vehicles for work; Denali trucks and SUVs are roaming strip malls and taking kids to school all across the United States.
No, a Cadillac truck would not fall in line with Cadillac’s current overarching strategy. But, you know what it would be doing? Daring greatly and setting itself apart as an American luxury powerhouse.
Cadillac knows how to build big vehicles, it’s what the brand has long been known for. The fact it has taken another automaker this long to understand Americans like luxurious trucks is shocking. It’s just even more surprising Cadillac hasn’t taken advantage of it first.