GM's Reuss: Next Cadillac Escalade to be "much less ostentatious"

Chris Paukert — Wed, 31 Oct 2012 17:21:00 EST

Filed under: SUV, Cadillac, GM, Design/Style, Luxury

Within the next year or so, Cadillac will be launching its fourth-generation Escalade, and the SUV will be entering into a very different market than the one its predecessor first encountered in 2006. Over its history, General Motors' most expensive SUV has carved out a high-profile, highly profitable niche for itself as a larger-than-life, flamboyant style statement. But the next Escalade will dial back the chrome and the overtly conspicuous design that made it popular among attention-grabbing celebrities. Instead, General Motors' North American President, Mark Reuss, says the 2014/2015 Escalade will be "much less ostentatious" to be better in-step with the times.

At a media roundtable held earlier today at GM's downtown Detroit world headquarters, Reuss told Autoblog that Cadillac is changing its design tack with the next Escalade because there has been a "permanent mindset change about what luxury looks like." The new luxury, it follows, is more substantive and less showy, with a greater emphasis on efficiency. As a consequence, the Escalade will be "understated yet elegant," though Reuss was quick to assert that the SUV's new design "is not feminine." Indeed, spy shots of the next Escalade suggest that the truck's design will still have gobs of presence, including a massive front grille and an intimidating stance marked out by large wheels.

The Escalade will be "understated yet elegant," though Reuss was quick to assert that the SUV's new design "is not feminine."

Reuss cautions that even though GM is targeting a more refined visual and driving experience, the Escalade will still hold appeal for current owners, with a much more upscale interior and the same high ride height that buyers have come to know and love. And as the Escalade will remain a body-on-frame truck with V8 power, it should still maintain its workhorse capabilities for those who tow regularly, despite posting sizable efficiency gains.

At the same roundtable, Cadillac's new Global Vice President, Robert E. Ferguson, noted that the current Escalade has a surprisingly diverse ownership base, with clusters around both single males and mothers with young children. The next-gen Escalade will look to better leverage that spectrum of buyers, with GM hoping that its "audience will expand significantly." In order to court that broader consumer base, Reuss points out that the new Escalade also "won't be marketed the same as we did five years ago."

Of course, GM isn't looking to abandon core customers that helped make Escalade one of the industry's most recognizable nameplates. To that end, Reuss assured Autoblog that "there will continue to be a place and trim" for the model's traditional customers who were drawn to the current Escalade's splashier style.

GM's Reuss: Next Cadillac Escalade to be "much less ostentatious" originally appeared on Autoblog on Wed, 31 Oct 2012 17:21:00 EST. Please see our terms for use of feeds.

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GM appoints new global chief of Cadillac who's already talking sports cars

George Kennedy — Thu, 11 Oct 2012 08:30:00 EST

Filed under: Hirings/Firings/Layoffs, Cadillac, Luxury

General Motors has created the new position of global vice president for Cadillac. Stepping into that
new role is GM senior executive and top lobbyist Robert E. Ferguson, who will oversee global growth and development of the luxury brand.

Ferguson is responsible for marketing, brand management and advertising for Cadillac around the world and is also expected to be responsible for sales in the new year. He will report directly to CEO Dan Akerson, who said of Ferguson, "The Cadillac brand will hit a higher gear under his watch."

Ferguson is taking on his new role at a critical time for Cadillac. The American luxury brand is rolling out the ATS and XTS, and word is that a new flagship model is on the way.

"I'm excited to join a talented team during a period of revitalized growth," said Ferguson of this expansion, "The opportunity to strengthen and grow Cadillac is ours for the taking." According to The Detroit News, Ferguson has said the brand needs a flagship model, and has even hinted at a two-seat roadster. Ferguson said, "We're looking at a flagship model now. It would be a car that everyone looks at and says, 'wow, Cadillac is smoking.'"

Before coming on at GM in 2010, Ferguson was a senior strategist at Public Strategies, a business advisory and strategic communications firm. His senior executive role will be filled by Selim Bingol, who will also serve as chairman of the GM Foundation, reporting directly to Akerson.

It should be noted that both Ferguson and Bingol served stints in executive positions at AT&T. Ferguson's time there was prior to his Public Strategies position, while Bingol came over in March of 2010, directly from the telecommunications company. Both men held positions at AT&T during times of unprecedented growth. Bingol and Ferguson are both former AT&T colleagues of former GM CEO, Ed Whitacre.

Answering directly to Ferguson are U.S. VP of Cadillac marketing Don Butler, and U.S. VP of Cadillac sales Chase Hawkins. Ferguson will assume his new role immediately.

Continue reading GM appoints new global chief of Cadillac who's already talking sports cars

GM appoints new global chief of Cadillac who's already talking sports cars originally appeared on Autoblog on Thu, 11 Oct 2012 08:30:00 EST. Please see our terms for use of feeds.

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