A few days ago Cadillacs President issued a statement on a new website that Cadillac has called Dare Greatly. I love the idea of him calling out to detractors and while our classic Cadillac fan base doesn’t always agree with what they are doing with new Cadillacs I like the message he is sending. You can read it below or click on the website I linked to above and read it on their site. Would love to hear your thoughts in the comment section. Please keep it civilized as I know this is a hot topic with Cadillac Country Club members
MESSAGE TO CADILLAC ENTHUSIASTS AND THE ODD SKEPTICAL OBSERVER:
CADILLAC IS EMBARKING UPON A BOLD NEW JOURNEY, AND THE CADILLAC ORGANIZATION IS INVIGORATED. IT’S NOT OFTEN THAT A 112-YEAR-OLD ICON WITH SUCH A LEGACY REINVENTS ITSELF, AND IT’S AWESOME FOR ALL OF US TO BE PART OF IT.
Of course, those of you who follow our industry know that, over the last few months, we have already begun to disturb the status quo. In the process, we have unavoidably ruffled some feathers: moving part of our operations from Detroit to New York City; placing Cadillac in charge of its own operational destiny; outlining a plan to dramatically expand the product portfolio; creating a consistent nomenclature for our cars. And yes, as far as the car names go, I know it appears as if we are changing one set of “alphabet soup” names for another, but as they say in the classics, there is “method in the madness.” Have faith, it will all fall precisely and logically into place over time.
Furthermore, if you’ve been following our new product launches, you will know that the latest generation of Cadillac vehicles are among the very best available on the market today. Not only have we impressed every industry expert, the cars have received award after award.
Cadillac is back. The fact is that Cadillac’s resurgence as an automaker of exceptional prowess and producer of superlative automobiles is well underway, and this is reflected in many of the strong gains achieved around the world last year. Cadillac has never produced better product than is available today — and we have only just begun our product offensive—with a single-minded focus to stun friends and foes alike, with one fascinating new Cadillac after another.
While product fascination provides substance for our ambitions, we must also embark on a philosophical shift to match these ambitions.
To once again become the standard for excellence around the globe, we cannot follow any of the examples set by the luxury market “establishment”, nor meekly succumb to preconceived notions about this great brand, or even, perceptions about our rivals. We respect each and every one of our competitors, but Cadillac will chart its own course, and we will speak our own truth.
Cadillac is on a mission to shatter the status quo. Cadillac will lead with highly aspirational products packed with advanced technology, superlative craftsmanship and distinctive design. And a brand character that symbolizes quality and respect. We don’t aim to be the biggest. We aim to be the best, the highly aspirational domain of the few.
In the words of one of the great American presidents, Theodore Roosevelt: “It is not the critic who counts.” Only those who are willing to accept risk, who have the courage to dare greatly, shape the future.
At Cadillac, we are about shaping our future, and with it, the future of the luxury automobile industry.
The presentation of the ATS-V in Los Angeles late 2014, followed by the CTS-V in Detroit in January this year, was the first salvo directly into what constitutes the very essence of the luxury segment. The next reveal under our bold philosophy of excellence will be in New York, on the 31st of March. The unveiling of the CT6 Sedan will be the latest, most daring expression of Cadillac’s ambition.
But that’s not where it ends—as I stated, we have only just begun.
Advanced plans are underway to introduce 8 all-new vehicles before the end of the decade. The transformation of Cadillac is happening all around us. And it has been a while since our industry has witnessed change of this magnitude.
The auto industry is a long-cycle business, and we cannot execute all our plans nor reach all our goals overnight, but Cadillac is now firmly on course to reclaim its rightful place as the iconic, global luxury brand, made in America. As we have our supporters, so too we will have our detractors—those who express their discomfort about this bold challenge to the status quo, through criticism and skepticism. We accept these loud protests at the disruption to the established order and understand it means we simply have to work harder and to convey the truth of today to those whose perceptions are still rooted in yesterday.
We know for some it may be a long and arduous journey.
But we are ready.
Thank you.
Johan de Nysschen
President
Cadillac
Cadillac lost me after 2011 when they stopped making real Cadillacs. I do not have a problem with them trying to set the automobile world on its ear, but I do have a problem when they exclude an entire demographic to do so. I am especially peeved when I am firmly entrenched in that suddenly ignored group of what used to be staunch Cadillac supporters. Perhaps I should gather a small horde of late model DTS’s for my future. I wonder how many I will need. I think two, maybe three should do the trick.
As an aside, Vinny – I like the math question in order to gain access to the comment section. Will we be doing square roots soon?
Earle I knew your position way before they issued this rather bold statement. I agree 99% on them being crazy for pretty much telling older Cadillac owners they are not wanted or needed. If that isn’t their message they need to rework it.
The thing that Cadillac is probably looking for is the first time Cadillac owner that is young and will be buying Cadillacs for more years than me and you will be on this earth for.
I don’t know what the sales are out in in Arizona but I can’t go anywhere without seeing a brand new CTS. It is either that or a 2004 SRX. The thing with the SRX is they look brand new also out in this Arizona climate so there is no need to trade them in for a new version.
Myself I like the look of the ATS and if it was a convertible I would look into getting one. I am waiting to see how this whole CT6 numbering system works out, maybe the CT4 will be bigger than a ATS and I will like that. Heck by the time that happens I may not fit into one lol.
As for the comment number question. We would get about 25 -50 spam comments a day. Since adding that number thing we get 0. I like to think that I am helping people exercise their brains a little.
Vinney I believe some years ago prior to the forward move, to build better autos the industry got lax with their workmanshiup and upgrades. Thus they opened the door for many automotive takeovers from out side our borders.
Well I am a fairly young Cadillac owner at 45 and also miss the cars prior to 2011. The new models are pretty exciting and necessary if Cadillac wants to survive and compete as a global premium player. Cadillac must just not forget who supported them through their difficult years. Those folk have another 20 years of driving ahead and need to be catered for.
I would be very happy if their “global domination” includes RHD countries. I live in South Africa and own a 2009 STS and several older model Cadillac’s dating back to 1969 too. I am a Cadillac nut through and through. Cadillac pulled out of South Africa in 2009 after only three short years since launching the brand. This was due to the GM meltdown and Global financial crisis which basically left us Cadillac owners stranded. I will be looking at replacing my STS in a year or so and the new models are quite appealing but sadly without Cadillac’s in RHD form and a presence in Africa the German brands will be getting my vote.