As we addressed in a recent article, Cadillac has been spinning its wheels for quite a long time now, reinventing itself several times in lofty attempt to compete with the better established German luxury brands. Cadillac is now in the midst of yet another transformation, moving its offices out of Manhattan and back to Michigan and placing a new-found focus on emerging technology and electric vehicles.
GM president Mark Reuss wants to set the record straight, however. He recently penned an op-ed for Automotive News in which he defended GM’s strategy for Cadillac in the wake of recent media reports, saying GM has now established the company well from a branding standpoint and is ready to capitalize on it with new products.
“Cadillac’s modern brand identity is well established, and we are building an arsenal of products and technologies that will differentiate Cadillac and take it to the next level in the marketplace, despite the slings and arrows of the pundits and naysayers,” Reuss wrote. In fact, by every critical measure — sales, quality, dealer engagement and customer satisfaction — Cadillac is making great progress.”
Reuss goes on to point out that Cadillac will be introducing a new vehicle every six months on average through to 2021, which will give dealers “new products in segments that represent 90 percent of U.S. luxury market sales.” He also noted that the next-generation Escalade is “on the way to round out the SUV lineup with an exclamation point,” and that Cadillac “has a stable of new and freshened sedans that will soon be complete with the arrival of the CT5 and CT4 and their V-series stablemates.”
The op-ed wouldn’t be complete without a reference to the brand’s upcoming electric crossover and subsequent EV offerings, with the long-time GM exec saying these products “will lead Cadillac’s journey to an all-electric future.” He also stressed that internal combustion engines will remain a critical part of its future, however, as Escalade and XT6 customers sometime tow trailers and V-Series buyers want access to the thrill and performance of an ICE motor.
Read the full op-ed for yourself at this link and let us know what you think of Reuss’ statements in the comments down below.