Cadillac Boss Not Outwardly Terrified of Brand's Transition

Steph Willems
by Steph Willems

Were it not for his Canadian place of birth, Cadillac President Steve Carlisle might make an ideal centrist presidential candidate. On paper, anyway. Mild-mannered and cautiously optimistic, not prone to exaggerated doomsaying, Carlisle would either be triumphantly swept into power, or creamed like a bushel of Iowa corn.

Well, he’s not running, though he is couching the importance of his brand’s product turnaround in less apocalyptic terms. Unlike, say, GM President Mark Reuss.

While the GM prez ominously stated that Cadillac’s new role as GM’s electric car flag bearer is the brand’s last chance for glory, Carlisle has a more subdued take on things. Speaking to Wards Auto, Carlisle said GM’s EV investment can’t be wasted.

“I wouldn’t call it desperation,” he said. “We have to electrify transportation. We have an opportunity to change the world so let’s focus intensely on that, and we have confidence in the technology and there are early signs we’re turning the brand around.”

The brand boss admits that a pivot to electrification “does not occur without consequence, in terms of resource allocation, return on investment (and) return to the shareholders,” adding, “We won’t get a second chance to spend billions of dollars.”

GM revealed a conceptual, nameless electric Cadillac crossover in Detroit last month as a way of whetting consumer appetite, assuming it exists, for a futuristic Caddy. A production version should appear in 2021, but not before more profitable models come online. Those include the late-to-the-game XT6 and a revamped Escalade.

Carlisle seems to think that buyers of a Cadillac EV will choose to add a second, internal combustion Cadillac to their driveway. Speaking of early EV adopters, who tend to be younger and better educated, Carlisle said, “If they have an electric car, it is probably not the only car in the driveway. Take all those things into consideration, and it makes sense for Cadillac to take on the role as leader when it comes to electrification.”

For Cadillac’s sake, let’s hope that brand loyalty grows in the next couple of years. A 2018 Edmunds study shows an erosion of return Cadillac buyers over the past decade ( not at CarMax, though!), though the sudden spike in SUV and CUV popularity could account for some of this loss. As more and more buyers gravitate towards high-riding vehicles, a segment they’re not likely to vacate, car-heavy brands suffer. It’s another reason why products like the recent XT4 and upcoming XT6 are so important for Cadillac. In the short term, they’re far more important than any EV.

As well, considering profit margins for electric vehicles are generally slim or nonexistent, Cadillac will need the bread brought in by big, gas-slurping vehicles to fund its transition.

[Image: General Motors]

Steph Willems
Steph Willems

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  • Buickman Buickman on Feb 12, 2019

    never going anyway unless the marketing is radically altered.

  • JLGOLDEN JLGOLDEN on Feb 13, 2019

    The 1992 Seville STS was supposed to reinvent Cadillac, then perhaps the 2002 CTS. Then there was confidence that the 2013 ATS would be a turnaround move. Each of these products has moved the "feel" toward an athletic image, but sadly none has brought lasting brand luster - beyond a few favorable road test reviews. High scoring performance is admirable, but image means even more. Now Cadillac wants to be reimagined with an EV push? Wow. Let's hope that all the eggs are not in one basket here.

    • Buickman Buickman on Feb 13, 2019

      it's not the product, it's the marketing. these people are stupid. B

  • CanadaCraig You can just imagine how quickly the tires are going to wear out on a 5,800 lbs AWD 2024 Dodge Charger.
  • Luke42 I tried FSD for a month in December 2022 on my Model Y and wasn’t impressed.The building-blocks were amazing but sum of the all of those amazing parts was about as useful as Honda Sensing in terms of reducing the driver’s workload.I have a list of fixes I need to see in Autopilot before I blow another $200 renting FSD. But I will try it for free for a month.I would love it if FSD v12 lived up to the hype and my mind were changed. But I have no reason to believe I might be wrong at this point, based on the reviews I’ve read so far. [shrug]. I’m sure I’ll have more to say about it once I get to test it.
  • FormerFF We bought three new and one used car last year, so we won't be visiting any showrooms this year unless a meteor hits one of them. Sorry to hear that Mini has terminated the manual transmission, a Mini could be a fun car to drive with a stick.It appears that 2025 is going to see a significant decrease in the number of models that can be had with a stick. The used car we bought is a Mk 7 GTI with a six speed manual, and my younger daughter and I are enjoying it quite a lot. We'll be hanging on to it for many years.
  • Oberkanone Where is the value here? Magna is assembling the vehicles. The IP is not novel. Just buy the IP at bankruptcy stage for next to nothing.
  • Jalop1991 what, no Turbo trim?
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