QOTD: Is It Time for a Cadillac Pickup?

Jack Baruth
by Jack Baruth

This is the day of the expanding man… and of the expanding pickup truck trim level. I’ve speculated elsewhere about a truck-based luxury sedan from General Motors, but other possibilities exist for the current GM full-sized platform.

There’s just one problem with the idea of a Cadillac-badged pickup: it might force GM, and the automotive media, to come to grips with some unpleasant truths about what really sits on top of the Sloan Plan nowadays.

The idea of a Cadillac pickup truck isn’t new and it isn’t confined to the aftermarket conversion industry. The Escalade EXT made it through two generations before following its Chevrolet Avalanche sibling into the grave. One of my business partners bought a pearl white EXT a while back and had Cleveland’s Roman Chariot customizers liberally splash the thing with gold trim. It was truly horrifying to see on the road and for that reason I relished taking every possible opportunity to borrow it.

While the market has spoken fairly plainly about its lack of interest in the Avalanche idea, it has been far more coy about the idea of a six-figure upscale pickup. There are plenty of half-tons going out the door at $75k nowadays, with the Super Duty-class crew cabs often fetching another 10 grand on top of that. Cadillac could have an Escalade crew cab on the market in 12 months, no hassle whatsoever.

The issue here is that GM already has an upscale truck — the demographically desirable Denali sub-brand — and there is every chance that an Escalade truck would put the superior optics of the Denali brand front and center for the world to see. In other words: What if they built it and nobody came?

I think you have to make an ornament of that inconvenience. Price it at $100,000 for a single fully loaded trim level and announce that you’ll only build 5,000 of them a year. Cadillac’s own dealer body would account for several hundred every year — the owners have to pull their boats somehow. The rest would be sought-after rarities that would appear in rap videos and on red carpets. I wouldn’t buy one because I like my Silverado and I like the virtual immunity to traffic enforcement that accompanies it. But somebody will. Bet on it.

What do you say?

Jack Baruth
Jack Baruth

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2 of 61 comments
  • El scotto El scotto on Sep 29, 2017

    oh this isn't nearly over the top enough. Think Cadillac "Raptor" or a "Cad-O-Raptor" as such. Make it bold and outrageous, nevermind the roughest terrain it will ever see is speed bumps at the galleria. Phase two of this diabolical plot: The Cad-O-Raptor running in the NASCAR truck series. Or Melody Lee wearing shorts and drinking cheap canned beer in the VIP Cad-O-Raptor tent. Free tickets to a NASCAR truck race, free booze and food in the VIP tent and plenty of Cad-O-Raptors on display. Customers will tear holes in their pockets getting their wallets out. Melody in shorts and a tank top? Even Dead Weight would like that kind of PR.

  • Lorenzo Lorenzo on Sep 29, 2017

    This is the kind of risk that should be made by Buick, not Cadillac. If the El-Enclave sells, then try out a glam Cadillac version.

  • Redapple2 34 yr in Michigan salt?
  • Mike-NB2 Zero. Not interested at all. I often don't have my phone with me, and if I do, I completely ignore it. Unless it were to catch fire, of course. But I'm old, so that has to be taken into account too.
  • Urlik It’s only important to me for navigation. OEM’s do Nav all wrong and charge for the privilege. While once they charged big money for map updates, they charge subscriptions for the privilege of a worse Nav than you have on your phone.The other stuff mirroring brings is mere gravy.
  • Rna65689660 Zero interest
  • Redapple2 1- bad quality reputation and dealer horror stories make a VW purchase not happening.2- 1.5 turbo in my driveway is something I d be leery of every hour of ownership.