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Cadillac president de Nysschen says electrification coming 'across the spectrum'

We like to pick on new Cadillac president Johan de Nysschen for his insistence, many years ago, when he was president of Audi of America, that plug-in vehicles are for idiots. Listening to him give the keynote address at the Washington Auto Show today, you wouldn't know he ever said anything negative about an electric vehicle. Instead, he sounds something like a EV-angelist. De Nysschen said that Cadillac will be able to benefit from GM's considerable expertise in plug-in technology, which he said would be "applied across the spectrum of our portfolio." GM's electric committment will help in "making electrification commonplace." With the plug-in ELR already on the road, de Nysschen said that the company's next step in advancing powertrains will be the introduction of stop/start technology – which de Nysschen called an "important system to reduce fuel consumption and CO2 emissions" – into a Cadillac for the first time later this year. Without giving any specific details, de Nysschen said that Cadillac will introduce eight new models (not necessarily plug-ins) by the end of this decade, including five that "will take Cadillac into market segments where the brand is not even present today." These new vehicles will likely be much lighter than today's vehicles, de Nysschen said, because "weight reduction today is critical to automotive design, it helps to improve fuel efficiency and contributes to desireable vehicle dynamics." The key is to reduce weight without compromising safety or comfort and to use the right material – steel, aluminum, carbon fiber – in the right place at the right time. It was a not-so-subtle jab at Ford and its new aluminum F-150. "In the pursuit of weight reduction, some manufacturers have also opted for abandoning steel and have gone for an all-aluminum approach," he said. "At Cadillac, we believe that different materials each present particular advantages in specific applications. There is no single material that represents the optimum balance of the conflicting objectives of every single application." Related video:

Cadillac's new ad campaign to tell you how to get lucky

Cadillac is set to launch a new ad campaign this fall, as it attempts to maintain the momentum established by new models like the ATS. The campaign comes from an agency called Rogue, and according to AdAge, will lean on American values. It's called, "Work Hard. Be Lucky."
The campaign is fairly self-explanatory, just from the tagline. It's meant to make a Cadillac seem more attainable to the average, aspirational buyer. It does kind of pander to that American idea that everyone's hard work gets rewarded, but as ad campaigns go, that's not a bad thing.
Somehow, it doesn't roll off the tongue quite like "The Standard of the World." As AdAge points out, Cadillac's advertising over the years has lacked a real coherent theme, although we'll admit to enjoying the most recent campaigns, particularly the around-the-world jaunts with the ATS. It's unclear if the "Work Hard. Be Lucky." theme will evolve into an actual tagline for the brand, with Caddy spokesman Dave Caldwell telling the advertising mag, "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured."

Cadillac's Super Cruise — look, Elon, no hands!

Cadillac is about to start selling vehicles with an autonomous driving mode and TechCrunch got an early look at the technology in a production car. "Wait for the green light and let go," the Cadillac engineer instructed. That's it. The car was driving itself. I, the person behind the steering wheel, was no longer the driver. Cadillac's Super Cruise system was driving. The 2018 Cadillac CT6 sped along U.S. 23 under the direction of Super Cruise. Traffic was light and the weather was perfect. The system held the Cadillac sedan in lane and responded appropriately to traffic. I spent an hour on the expressway and touched the steering wheel and pedals only a few times. Super Cruise made the drive boring. I think that's the point. Here's how it works Super Cruise is available once the driver navigates the vehicle onto an expressway. When ready, a little icon is displayed by the speedometer and the driver hits a button on the steering wheel to switch it on. Once the light bar on top of the steering wheel turns green, the driver can let go. Super Cruise is driving.This steering wheel light bar is key to the operation. When green, the driver knows Super Cruise is in control. Blue means the driver interrupted the system to change lanes and red means Super Cruise needs the driver to confirm they're paying attention and not checking Twitter. When active, Super Cruise controls the steering and speed, but again, only on an expressway. This is done through onboard sensors and using GPS and mapping data. GM employed GeoDigital, a startup in GM Venture's portfolio, to map 160,000 miles of expressways in the U.S. and Canada. The car company then used Super Cruise-equipped vehicles to test each mile. This combination of onboard systems combined with map data makes the system feel polished and sophisticated. During my admittedly limited time in the vehicle, the CT6 precisely held its position in the lane and confidently handled sweeping curves at speed. There was no wiggling or squirming — from the Cadillac or myself. The car was in control, and I felt safe. Although the driving conditions were perfect for my test ride, during adverse weather, the system will work normally until one of the key systems is unable to operate.