
“Dare Greatly,” Cadillac’s slogan du jour, is open to a wide spectrum of interpretation.
Daring greatly could mean being the first to achieve something of note, like when Amelia Earhart became the first female pilot to fly solo across the Atlantic Ocean; it could mean being the first to not do something, like that one kid at school who talked to the new guy instead of making fun of him; it might even be refining or simplifying existing memetics, like Apple did when it changed the way we interact with music through the iTunes ecosystem. Then there’s the case of the late-arriving Cadillac XT4.
Sure, it may be the last of the major-branded luxury-compact crossovers to report for duty in a segment that has been glowing red hot for several years now, but Cadillac’s great dare in this space is a bet that consumers won’t really care which chicken came before the egg, just if there’s a vegan alternative to the omelette. As a late entrant, Cadillac claims it’s been able to study the segment, getting to know the intimate needs of the younger demographic it’s been working to understand and engage for the past five years. And if there’s one thing the thirty-something, upwardly mobile, cosmopolitan, condo-dweller loves more than engineering a career, spinning, and brunch, it’s a puppy.
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