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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."

GM to add 1,200 workers at 2 Michigan factories

DETROIT — General Motors is adding 1,200 jobs at two Michigan factories to build midsize SUVs and two new luxury sedans. GM said Friday that its Lansing Delta Township plant will get a third shift and 800 more workers to build the Chevrolet Traverse and Buick Enclave SUVs, which have three rows of seats. The Lansing Grand River plant will get a second shift and 400 more workers to build two new Cadillac sedans, the CT4 and CT5. Employees laid off at other GM factories will fill the new jobs first, then workers will be added, GM spokesman Dan Flores said. The company has not determined yet how many new people will be needed, he said. Both additional shifts will start working sometime between April and June, the company said. Lansing Delta Township now employs about 2,500 salaried and blue-collar workers, while the Grand River plant has 1,400. GM sold more than 147,000 Traverse SUVs in the U.S. last year, a 0.4% increase from 2018. Enclave sales were up 3% to just over 51,000, according to Autodata Corp. Related Video:

Mary Barra thinks GM is a leader in autonomous tech

Saying General Motors is "among the leaders" in autonomous vehicle technology, CEO Mary Barra rapped about her company's driverless work in an interview with USA Today. Barra covered a number of topics, including well-known efforts, like Cadillac's upcoming Super Cruise technology, as well as hinting at "a lot of efforts that are confidential." "Things are moving quickly in autonomous [cars] because there's so many different pathways and the standards aren't even set. A lot of people can claim leads because people are making advancements in different areas," Barra said. "Next year we're going to have Super Cruise on one of our Cadillacs. On highways you'll be able to take your hands off the wheel and feet off the pedals – with a very creative way to make sure the driver is alert and involved in the driving process." As for those "confidential" efforts, feel free to speculate. GM has recently confirmed that it'd be running autonomous Volts at its Warren, MI tech center, which certainly indicates that the company is playing with much more than Super Cruise. GM will need to continue to embrace autonomous driving, owing to both traditional competitors like Toyota, as well as non-traditional opposition, like Google and Apple. Speaking of its competition from Silicon Valley, Barra was asked about two of the region's biggest names – Apple's Tim Cook and Tesla boss Elon Musk. "I have tremendous respect for Tim Cook, and I don't really think he needs advice from me," Barra told USA Today with a laugh. And when asked about Apple's future as a "viable competitor," she said, "I have no insights other than what I read in the papers. But it would be foolish for me not to assume that they're going to." As for Mr. Musk's openness about future products and how it contrasts with GM's relatively closed attitude, Barra also gave a chuckle. "I'm sure you would like me to say yes. I think we're fundamentally different. Look at our volume and look at the segments where we compete. His product line – his two products – his scale, it's completely different." The rest of Barra's interview is certainly worth a read, and includes talk about the Volkswagen diesel scandal, GM's changed relationship with the National Highway Traffic Safety Administration, and Uber. Head over to The Detroit Free Press website for the full story from USA Today.