If it’s not electric vehicles, the industry at large is talking about autonomous vehicles and mobility. It’s become the latest round of buzzwords you hear around auto show floors, press releases and more. Except, Cadillac has charted a course in a different direction.
Yesterday, we reported Cadillac President, Johan de Nysschen, said the brand he oversees will not pursue fully autonomous cars. Instead, he stated the following:
For us, driving is a very immersive experience. The notion of removing the driver from that is foreign to us. It’s not what Cadillac stands for. We are not into making transportation modules. We’ll leave that to someone else.
This dwelled on us, and we felt it was a great time to receive readership input on the topic. Is Cadillac making a smart move by distancing itself from fully autonomous cars, or is it setting itself up to be left behind?
Let’s tackle what the entire industry is doing, and that is investing in autonomous vehicle technology. Even General Motors has taken leaps by acquiring Cruise Automation to help spearhead its efforts. In the luxury space, for better or for worse regarding the safety of its system, Tesla has emerged as somewhat of a leader when it comes to self-driving cars. It’s not a perfect system, but the technology is in place.
That’s important because Tesla has opened up a new field of luxury; self-driving cars bring the luxury of not having to be responsible for driving at all. Passengers then have the luxury of enjoying their coffee, checking their phone and even enjoying the scenery while the car does the hard work. To many, that’s luxurious.
However, Cadillac could be positioning itself to embrace a major brand differentiator, the so-called “immersive experience” de Nysschen speaks of. Cadillac will not be the disconnected machines of tomorrow, instead oozing passion and well-engineered driving characteristics.
It’s bold, and very forward thinking. Cadillac’s customer of today surely isn’t concerned very much with the joys of driving. Despite what its ads will show, late twenty-somethings are not buying a 2017 Cadillac CT6. Instead, it’s the of-age boomer with cash to spend. Does that consumer want an engaging ride? Or, are they looking for a new luxury of autonomy? That’s something we don’t know just yet.
Even if Cadillac is chasing the millennials, they’re not incredibly keen on driving to begin with. But, again, Cadillac could be carving an incredibly important niche if it continues to surround itself with aspirational driving pleasure.
That’s all we have to say for now, which means it’s time for you to sound off. Is Cadillac’s cold shoulder to autonomous driving a good move? Or should it follow the crowd? Vote in our poll and do talk to us in the comment section.
Comments
These so call self-driving systems on these cars steal has to have the driver in them behind the wheel, even tesla car’s. Cadillac is saying, that right now is not the time, for a fully-self driving system to be out here because of legal actions that needed to be over come. But there will be a fully-self driving system in the future, by Cadillac.
While the cars are able the society and the other non autonomous cars are still an issue.
it is the right thing to do as it is not a matter of if but when people die. we have already seen several in Tesla. These systems still need people behind them and while the system is able the people are not. They are working on facial recognition because they want to make sure people over seeing the system stay in touch with what is going on.
Also we have the cars people controlling and I can already see it a game to make these automated cars do things by making moves toward them. Cut one off make it slow fast. Veer towards it and make it swerve. You know there are people out their that will do this. In some cases
The way I see it GM has the technology and can implement it is a very short period of time should the legal and social issues finally get resolved. It is not like they would have to start from scratch.
In the mean time they will use the systems as supplemental control systems to stop cars faster and help keep them in control but with the driver still engaged.
Even airliners have had fully auto systems but because of flight conditions and things that can not be accounted on they still keep the pilots in the seats.
I believe in the short run this is a good decision. Until fully autonomous driving comes to really define the industry, there’s no need for them to unnecessarily waste resources and marketing dollars on a technology the masses have yet to fully embrace.
Besides, Cadillac’s main goal should be increasing appeal value for their products! Expanding their lineup, refining their powertrain options, improving their interior quality and user interface, and implementing attractive styling ought to be the high priority for Cadillac right now!
Smart move to have a wait and see attitude.
The technology is still in its infancy and the potential liability is still too great to jump feet first into this.
Also if fully autonomous cars become a must have then it is a easy pivot for Cadillac (GM) to adopt the technology.
I didn’t know how to answer this because I am 100% sure that they are pursuing it right now despite stating that they are not.
Therefore they didn’t decide not to pursue fully autonomous cars. They just said they did.
So is the question, “Is cadillacs decision to STATE that they are not going to pursue fully autonomous cars a smart one”?
Yes, I 100% think that is the right thing to say right now.
Or is the question “Should Cadillac Pursue Fully Autonomous Cars?”
Yes, I think most of us agree that is the right thing to do, and I think Cadillac agrees too.. its just a little premature.
GM is pursing autonomous cars. Cadillac is part of GM. The amount of effort required isn’t something that should be done at the brand level. This statement and question doesn’t really make sense.
Cadillac fans, the full story is that Supercruise will be a huge leap forward as a building block towards full autonomous capability . My original comments on this topic have only been partially reported in the original source of this conversation. Cadillac absolutely will feature full autonomous capability in the future. But owning, driving or being driven in a Cadillac is and always will be an immersive experience. We are not into transportation pods. We are into automotive luxury. If the Cadillac owner wants to enjoy the autonomous capability of their car, their Cadillac will afford the opportunity. If the mood takes them and they want to enjoy driving a precision crafted automobile themselves, then Cadillac will offer that too. Part of a luxury experience is to be offered choices.
Thank you for clearing that up, Mr De Nysschen.
It is a prudent move not to be the early adopter here. I can just see the lawsuits. Remember, these cases will be tried before lay juries. The bankruptcy of Dow Corning over subsequently proved harmless breast implants, and the current pursuit of another idiocy involving uterine cancer from the use of talcum powder are sufficient reasons not to risk Cadillac as an entity. When the atmosphere clears, the technology can be speedily adopted if needed.
What Cadillac needs is to attract younger buyers who aspire to, at some point in their lives, buy a CT6. I drive a performance XTS. It’s my second, improves with every model, and eats up BMW and Mercedes on a price vs value comparison. I’m not so sure about the CT6.
Thanks JDN! We’ll help spread the word. Appreciate your participation as always.
I would be scared to get inside an atomanous car.
Leave it to Chevy to roll out the first GM autonomous products. Test adoption at a more accessible price point for the millennial crowd — don’t repeat what happened to the ELR.
On a side note, is it true a manual transmission is a millennial anti-theft device?