Recently, Cadillac has come into question over President Johan de Nysschen’s comments regarding the brand’s future in autonomous driving technology. de Nysschen stated the Cadillac brand would continue to be an “immersive experience” and would not enter the business of transportation modules. “We’ll leave that to someone else,” he stated in a report by WardsAuto.
de Nysschen has reached out to GM Authority to provide the following statement to clarify Cadillac’s future in autonomous driving:
Cadillac fans, the full story is that Super Cruise 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.
So, yes, there will be autonomous Cadillacs coming the future. But the choice to drive will always be an option if de Nysschen has anything to say about it. And we’re definitely okay with that.
Comments
Duly noted!
I think they are choosing their words carefully here. While the car will drive and react on its own it will still need and require an attentive driver behind the wheel just as a plane with autopilot does.
Hence this is why Cadillac is working on facial recognition for the driver to detect if they are nodding off or not paying attention.
In other words you car will drive on its own but who ever is behind the wheel still needs to be engaged.
Hence his we are building pods.
I can only hope that Mr. de Nysschen and Mr. Ellinghaus will be fired before they run Cadillac out of business. The current advertising campaign is the worst in the Automobile Industry and neither are smart enough to realize that’s why sales are dropping like a stone. Cadillacs are great cars and since the price increases were rolled back are actually a pretty good value and yet they collect dust on dealer lots. Could it be because the advertising doesn’t demonstrate that they are GREAT cars. Hell it doesn’t even imply that they are great cars. You need only to look at competitive advertising campaigns. BMW, Mercedes and even Lexus shows their cars in action. They are dynamic !!! Their advertising give consumers a reason to want one. Does anyone get excited about seeing a Cadillac drive slowly backwards in the rain or get excited about a group of women listening to an XT5 radio, again in the rain. I don’t think so! and the sales confirm it. Ms. Berra please explain marketing 101 to these two gentlemen.
Cadillac President Johan de Nysschen is simply out of sync with what buyers want as the design team creates the Elmiraj and we get the CT6; then they design the Escala concept car and de Nysschen says the Escala won’t make production all the while sales numbers are going down the drain as de Nysschen’s problem is that he doesn’t understand the mind of the American buyer.
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