This is a battle of perceptions and marketing. We know the recently revealed Lamborghini Urus and Cadillac Escalade are miles apart mechanically and in their construction, but both have similar missions: draw the well-off to their court.
The Escalade has done this very well for quite some time, and we’ve heard rumors the Escalade could move even further upmarket in the near future. As for the Urus, we don’t have a price yet, but like the Escalade, Lamborghini has a very positive aura to it. The Escalade’s became a pop culture icon during the 2000s and a go-to SUV for some of the biggest athletes and musicians. The same can be said of Lamborghini and the multitude of Gallardo sports cars it sold in the same era—probably to some of the same customers.
That’s why we’re here to ask if Cadillac should be worried about the Urus. We imagine the brand’s SUV will absolutely outprice the Escalade, and it’s rumored to start at around $200,000. But when an Escalade flirts with $100,000, is anything more really a deal breaker?
Perhaps it’s a sign for Cadillac that there absolutely is room to move upmarket. The Urus promises luxury, performance, and off-road capability, and we know Cadillac is capable of just that.
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