Once, Cadillac was the standard against which others were measured. Being the “Cadillac of x” was being the best in an industry. But, since then, their identity has lost some of its coherence. To a younger generation of drivers, Cadillac was estranged from its history of greatness. Recently, however, Cadillac has been redefining itself – while holding on to what earned them their success. By all measures, they’re gaining ground, and Capital Cadillac is showcasing that momentum.
A New Approach
According to Mahmoud Samara, Managing Director of Cadillac Canada, the “Dare Greatly” campaign is the enactment of their new ethos. In his words, “Everyone and anyone that touches the Cadillac brand has to walk, talk, act and live the daring attitude.” They’ve partnered with young artists, young fashion designers, young filmmakers, and more young creators. Did I mention that they’re all quite young?
One of the most daring aspects of Cadillac’s reinvention is the adjustment of its demographic. The bench seat has ridden toward the sunset in the DTS. Instead of offering reactive designs married to the past, Cadillac is reaching ahead of the curve. Seemingly, the modernisation of their lineup could risk alienating their faithful (older) customers. But one might instead argue that lifelong fans of Cadillac would identify more with the reclamation of Cadillac’s golden-age spirit than with the iteration of vehicles from the past. That “golden-age spirit” is one of aggressive innovation and risk-taking. Clearly, Cadillac must agree, because those two principles are the defining elements of their latest concept car, the Escala.
According to official channels, Escala signifies “scale” in Spanish, but it might be apt take the alternate translation, “ladder.” After all, Cadillac has been trying hard to climb back to the top. As Johan de Nysschen, president of Global Cadillac, puts it, Escala signals “the brand’s return to the pinnacle of premium.” If that’s true, the pinnacle of premium certainly looks enticing.
In the sense that Cadillac actually intended for the name, Escala might be a scaled-down Escalade. Cadillac’s King of SUVs has been dominating the full-size luxury SUV category for years. In addition to sharing half of its name, the Escala shares its luxury sensibility. Cadillac has used their standard hand cut-and-sewn technique. The interior was inspired by their suiting partners. The front row interior is different from the back, emphasizing the distinct needs of drivers and passengers. Per Cadillac’s design team, this makes the Escala “a car you desperately want to drive, and also one in which you want to be driven.” Personally, I’d rather drive it.
The Cadillac of Cadillacs
Although the Escala only exists in fantasy or the future (depending on your worldview), its DNA is visible in Cadillac’s CT6. Both vehicles feature aggressive versions of Cadillac’s iconic vertical lighting system – although the Escala’s is a few shades angrier. Sharp contours on the hoods of both vehicles drive the eye down toward signature crests. Finally, Cadillac has packed both sedans with an absurd amount of technology to facilitate each of the driver’s interactions.
The CT6’s available Rear Camera Mirror streams HD video of your surroundings. The available Night Vision system uses thermal technology – yes, thermal technology – to provide a rendering of upcoming obstacles, pedestrians, and wildlife. The entertainment dock offers touchpad input and available wireless device charging. I could go on, because it’s easy to get mired in a list of features, but that’s not really the point. The experience delivered by the sum of those features is all that matters.
And that experience is one of excitement and comfort. The CT6 is big, but remarkably lithe. Any of its available engines will pull you to the corners and push you back in the seat. Suspension is stiff, but very responsive, making for an engaging drive. However, the CT6 is still a thoroughbred Cadillac, so you’ll still be comfortable. Both the front and back seats offer substantial legroom with leather detailing cut and sewn by hand. Remarkably, the available 20-way power-adjustable seats feature heat, ventilation, and massage functions. At once, the CT6 is the quintessential Cadillac, and something singular.
Capital Cadillac – The Future of Dare Greatly
The purpose of the Dare Greatly campaign is to orient Cadillac toward the future. It’s worthwhile, then, to consider the Escala as a target for the company’s innovation and design. However, we may be years from seeing the Escala’s one-piece interior trim and translucent headliner in a production car. For now, the CT6 is negotiating (with aplomb) the gap between future and present. When you drive the CT6, you get a sense of the company’s golden-age swagger. But, with Cadillac’s renewed dedication to industry leadership, you should be more excited about what’s ahead.
To explore the CT6, and the rest of the 2017 Cadillac Lineup, visit Capital Cadillac today.