Some firms (and people too) just love doing things differently. That is the case with General Motors, Owners of the Cadillac brand. While most luxury car manufacturers use only renowned auto shows like the just concluded Detroit Auto show or the more famous auto show in Frankfurt Germany to make a big splash about a forthcoming car, Cadillac, in addition to the Detroit Auto show, would use next month’s glamorous Oscars to remind the public that the Cadillac CT6 is in town.
Maybe advertising the Cadillac CT6 at the Hollywood event is a brilliant idea come to think of it. The Cadillac CT6, like all Cadillacs, is a luxury car that operates at the top end of the market. And what better place to unveil the car than at a show that is the acme of wealth. America’s prime entertainment show where the whole world would be watching.
According to Cadillac, the reason for using the Oscars to advertise the Cadillac CT6 is not just because it is a star studded event, but because Cadillac’s new business strategy would focus more on challenging European car manufacturers head-on. That is, they are going to confront the Europeans where they have strong sales especially in the West and East coast of the United States.
So using the Oscars to announce the Cadillac CT6 to the world is just one strategy in a series of planned moves to repositioned Cadillac as a dominant brand again. Already, the executives have decided to move Cadillac headquarters to New York from its former base in Detroit.
Speaking in Los Angeles, at the media test debut of the Cadillac CT6, Johann de Nysschen, the president of Cadillac said,
“If you are a resurgent luxury brand, then the premium luxury sedan market is where you make your bold statement. It’s where our reputation was built. Cadillac is at the forefront of innovation again.”
The Cadillac CT6 would hopefully come in three engine variants, the 2.0 liter 4-cylinder model and a V6 3.0 liter engine. There is also the 3.6 liter V6 engine variant. With a fuel capacity of 19.5 gallons, the engines have between them a horsepower of 272 – 400 hp. Check out this excellent hands-on review of the Cadillac CT6 for more details of the technical specifications of the car.
As a luxury brand that aims to compete with the likes of Mercedes Benz S-class and the BMW 7 series, you can expect that nothing would be spared to make the Cadillac CT6 the complete luxury driving experience. Expect the latest in-car technology to be a huge part of the car’s selling point.
The advertisement at the Oscars to herald the Cadillac CT6 is just part of Cadillac’s and General Motor’s bold plan to cost around $12 billion over the next four years. Ultimately, eight different models should be released by the year 2020.
The Cadillac CT6 would hopefully go on sale soon enough in showrooms (March is the announced month) around the US with a starting price of $54,495. A pretty penny to pay for a car that aims to be more compact and more efficient than what the Germans are producing. Later this year, Cadillac plans to release a plug-in hybrid version of the car.