Tags: cadillac | ct6 | teased | oscars | ad

Cadillac CT6, GM's New Luxury Flagship, Teased in Oscars Ad

By    |   Wednesday, 25 Feb 2015 06:45 AM

The Cadillac CT6 isn't scheduled to make its debut until the New York auto show more than a month from now, but General Motor's new flagship sedan was teased in a commercial during the weekend's Academy Awards telecast.

The Detroit Free Press described the ad for the Cadillac CT6 – which is expected to go head-to-head with the Mercedes-Benz S-Class, BMW 7 series and Audi A8 – as a "surprise commercial."



The commercial, meant to stress to the vehicle's technology, featured innovators such as Apple's co-founder Steve Wozinak and a new website Dare-Greatly.com. GM told the Free Press the vehicle is supposed to be Cadillac's most advanced semi-autonomous driving technology.

"Make no mistake, as we've surmised from spy photos of CT6 prototypes testing, the new Caddy is a full-size, rear-drive luxury barge …," wrote Alexander Stoklosa of Car and Driver. "It'll use a significant amount of aluminum to keep weight down, and its name officially marks the beginning of Cadillac's new alphanumeric naming system. We'll need to wait until the New York show for full details and a better look at the CT6, but for now, we dig what Cadillac has shown us."

In a live online discussion about the vehicle Monday, Cadillac president Johan de Nysschen said on Jalopnik.com that the challenge for the automaker is re-positioning Cadillac in the marketplace but believe current sales are adequate.

"The new CTS represents such an advance over its predecessor, we should probably have called it something else," de Nysschen said. "But it was a very deliberately planned and executed element in the re-positioning of Cadillac.

"It is aimed at a new customer. It is complemented in the segment by the XTS, which is aimed at the more traditional buyer. And if we take the sales of these two combined, our segment share actually rivals that of BMW. So I think we're doing quite OK," said de Nysschen.

Mike Bernacchi, University of Detroit Mercy marketing professor, told the Free Press, that the Dare Greatly commercial targeted those who would be interested in technology and innovation.

"The Oscar ads of about four minutes and $15 million in spending surely put 'Dare Greatly' on the right road to success, but it is not a superhighway to success," said Bernacchi.

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The Cadillac CT6 isn't scheduled to make its debut until the New York auto show more than a month from now, but General Motor's new flagship sedan was teased in a commercial during the weekend's Academy Awards telecast.
cadillac, ct6, teased, oscars, ad
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2015-45-25
Wednesday, 25 Feb 2015 06:45 AM
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