Once upon a time, Cadillac and Oldsmobile often ushered in the best General Motors had to offer. Flash forward decades later, and the strategy has changed. GM used Chevrolet to bring its first mass-market electric car to market, that being the Bolt EV, and its self-driving car plans revolve around the electric car.
That’s about to change, Bloomberg reported on Monday.
The publication spoke with Cadillac President Johan de Nysschen, who said Cadillac will once again be GM’s darling brand for future electric powertrains and new technology, including self-driving tech.
“Cadillac in the future will be the technology lead brand for General Motors,” de Nysschen said. “Technologies will debut in Cadillac first and then cascade down to the other brands.”
The strategy will be one way for Cadillac to carve out its own differentiation factor from the German luxury brands, which have a heritage in performance and engineering. Cadillac will soon be the luxury brand known for technological prowess, if de Nysschen and GM have their way.
Developments on the self-driving car front will continue with the GM Cruise AV, based on the Chevy Bolt EV, but the learnings will find their way to production Cadillac cars first. Meanwhile, the Cruise AV will serve as GM’s ride-sharing autonomous car.
de Nysschen again clarified that future Cadillac will still house steering wheels and pedals, unlike GM Cruise’s fourth-generation self-driving car. He said Cadillacs will always offer the luxury of choice between driving the car and letting the car do the driving. Cadillac is the only brand to offer true hands-free driving technology with Super Cruise.
Cadillac will reveal the first of a wave of new products at the 2018 New York Auto Show, the 2019 XT4 compact crossover. The CUV will be the first new Cadillac developed and launched under de Nyscchen as the brand looks to regain its footing in North America.