Latest Cadillac XT4 Ad Appears to Foreshadow Escala Debut

Matt Posky
by Matt Posky
latest cadillac xt4 ad appears to foreshadow escala debut

Last month, Cadillac launched a round of advertisements promoting the 2019 XT4 — including television spots. While the commercial is still set in New York City, it avoids the other trappings of the brand’s previous “ Dare Greatly” campaign. There is very little screen time without the crossover blitzing through the streets, backed by a high-energy soundtrack, and at no point does the brand try to encourage the viewer to assume its corporate philosophy. It’s just a straightforward car commercial — or so we thought.

Apparently, there was a hidden element we all missed.

Smack dab in the middle of the ad there is a moment where the XT4 drives by a theater named “Escala.” Noticed first by GM Authority, the outlet claimed that no such theater exists in New York City and we’re inclined to agree. Based on the traffic markers and signage, this author isn’t sure if the street shown even exists within the Big Apple.

It would appear that General Motors digitally inserted the building specifically to hint that the ultra-sexy Cadillac Escala concept would be entering production. There’s even text on the storefront that reads “new arrivals.”

While entirely speculative, it seems unlikely that Cadillac would go to such great lengths to include this in the ad for no reason. The Escala sedan (which is technically a hatchback) appeared in 2016, via video, one day before making a sizable splash at Pebble Beach Concours d’Elegance. It was later said by former Cadillac President Johan de Nysschen that the model served as a “potential addition” to the brand’s product lineup — serving as halo vehicle.

Larger than the CT6, at least in concept form, Cadillac has previously confirmed the model’s role but never said anything definitive on production. There were longstanding rumors that it would begin assembly before 2022 and others that it would simply serve as a concept model highlighting the brand’s future design strategy and tech implementation. However, current Cadillac President Steve Carlisle said he’d like to see a new flagship model as well.

Earlier, we’d have suggested that the Escala would have been a poor fit. Carlisle wanted something electrified but the concept version of the car implemented a 4.2-liter V8 and 10-speed automatic. But we also suppose there is no reason GM couldn’t make the Escala a battery-electric vehicle, especially considering General Motors wants to add over a dozen to its portfolio over the next few years.

As for the name itself, you probably noticed it wasn’t a jumble of letters and numbers. But neither is the Escalade and the brass at GM has already said that new flagship models probably wouldn’t need to adhere to the typical nomenclature of the brand. It definitely sounds like the Escala is coming but we’ve got no clue what it will be packing under the hood right now.

[Images: General Motors]

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  • Blackawesomeness Blackawesomeness on Nov 22, 2018

    That commercial was shot in Los Angeles, NOT New York. That theater is on broadway and 8th street and is NOT named Escala. It’s an Urban Outfitters, hence the signage in the window.

  • Cicero Cicero on Nov 23, 2018

    The XT4 was not filmed in New York. That's L.A., mostly on South Broadway but with some quick cuts of Bunker Hill and the financial district. The "Escala" theater has been digitally altered. It's actually the Rialto Theater at 812 S. Broadway. Make of that what you will.

  • El scotto No, "brothers and sisters" are the core strength of the union. So you'll take less money and less benefits because "my company really needs helped out"? The UAW already did that with two-tier employees and concessions on their last contract.The Big 3 have never, ever locked out the UAW. The Big 3 have agreed to every collective bargaining agreement since WWII. Neither side will change.
  • El scotto Never mind that that F-1 is a bigger circus than EBFlex and Tassos shopping together for their new BDSM outfits and personal lubricants. Also, the F1 rumor mill churns more than EBFlex's mind choosing a new Sharpie to make his next "Free Candy" sign for his white Ram work van. GM will spend a year or two learning how things work in F1. By the third or fourth year GM will have a competitive "F-1 LS" engine. After they win a race or two Ferrari will protest to highest F-1 authorities. Something not mentioned: Will GM get tens of millions of dollars from F-1? Ferrari gets 30 million a year as a participation trophy.
  • El scotto None of them. The auto industry is full of people with huge egos. It's a case of huge ego = never ever being wrong.GM: The true believers end up at Bowling Green. A fast rising GM executive that just didn't quite make it: Truck & Bus, Fort Wayne isn't really that far from Detroit!Ford: Billy Ford once again, and it seems perpetually, convincing his doubtful relatives not to sell their preferred stock. I give VW a 50/50 shot at buying out Ford; a family buying out another family.Tesla: Straight from Elon: "My Tesla has hidden compartments for handcuffs, ask my latest girlfriend where they're located"Stellantis: Get used to flying to Schiphol. You'll have luggage, lots of luggage.None of the Big 3 will ever admit they were wrong. Tesla will just keep gaining market share.
  • SCE to AUX A question nobody asks is how Tesla sells so many EVs without charge-at-home incentives.Here are some options for you:[list][*]Tesla drivers don't charge at home; they just squat at Superchargers.[/*][*]Tesla drivers are rich, so they just pay for a $2000 charger installation with the loose change in their pocket.[/*][*]Tesla drivers don't actually drive their cars much; they plug into 110V and only manage about 32 miles/day.[/*][/list]
  • SCE to AUX "Despite the EV segment having enjoyed steady growth over the past several years, sales volumes have remained flatter through 2023."Not so. How can EV sales be increasing and flatter at the same time? and H/K/G are all up for EV sales, as are several other brands.