After doing away with its hands-on events around 2014, Cadillac experiential events are making a comeback. As reported by Cadillac Society, the brand is beginning to host events called “Truth + Dare”, where attendees will be able to check out Cadillac’s product lineup and drive it, too.
The campaign’s name stems from two ideologies: “Truth” – truth in Innovation and Freedom delivered by Cadillac vehicles, and “Dare” – dare to experience their Power and Performance. Truth refers to the various active safety systems on Cadillac vehicles, including the flagship Super Cruise system on the Cadillac CT6, while Dare is all about the fun of driving. Cadillac mentions the CTS-V as an example of fun, with its supercharged 6.2L LT4 V8 engine making 640 horsepower and propelling the car from 0 to 60 mph in 3.7 seconds.
One of the traditionally great things about automotive experiential events like Truth + Dare is that it’s an automaker-run event, meaning there isn’t a sense of pressure as one might feel when visiting a dealership.
The next (and, from what we can tell, the first) Truth + Dare event takes place in Miami from May 3rd thru May 5th. Attendance is absolutely free, and there is still some availability at the time of this writing. Those interested in registering for the event can do so by completing the form on this page.
It appears that the entire Cadillac lineup will be present at this event, and GM’s luxury brand presents the following list of things that will be offered:
- Feel the rush of acceleration in the 640-horsepower CTS-V
- Experience the world’s first truly hands-free driving with CT6 Super Cruise driver assistance feature
- Test the limits of drive dynamics in the autocross challenge
- Express your personal style in the unmistakable XT4 crossover
- Discover unparalleled capabilities of XT5 and Escalade
- Be among the first to preview the all-new XT6 crossover, available fall 2019
The GM Authority Take
The fact that Cadillac is bringing back experiential events that give enthusiasts and regular car buyers alike the ability to interact and become familiar with its products is very welcome news. In fact, we’d argue that this is one of the key elements that the brand’s marketing strategy was sorely missing over the past few years, causing a scenario where Cadillac was offering really competitive cars that not enough people knew about. As such, these Cadillac Truth + Dare events should start changing that turn of events.
If done the right way, the Truth + Dare events will hopefully result in more interest, purchase consideration, sales and – ultimately – commercial success for Cadillac and its vehicles. The only thing we don’t get is why it has taken Cadillac this long to start hosting these kinds of experiential events. After all, it did away with its various local events around the 2012 timeframe.