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Cadillac's Butler announces surprise departure

The Detroit Free Press is reporting that Cadillac's vice president of global strategic development, Don Butler, has resigned. Butler has held the position since April, after a term as vice president of US marketing for General Motor's luxury brand.
As the report explains, the timing here is pretty unfortunate for Cadillac. Butler is the third high-profile member of Cadillac's brass to depart in recent months, following the firing of US sales boss Chase Hawkins and the pending departure of Susan Docherty. Cadillac spokesman David Caldwell told the Detroit paper, "Bob [Ferguson]," global boss for Cadillac, "and other leaders asked him to stay on. Don's here in the office today - and told our team that his decision is purely on a personal level. After three years of putting everything into Cadillac, he is stepping away for some personal time, and to consider new avenues in his life."
Butler says his decision is part of a decision to "recalibrate, reassess my priorities." Whatever the reason, it's an unpleasant surprise for Cadillac, which has been on a surge in 2013, with 30-percent jump in sales on the heels of the hot-selling ATS.

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.

New Cadillac ELR ad more educational, less controversial than 'Poolside'

Cadillac's first TV commercial for its ELR plug-in hybrid, Poolside, was a smash hit, in that a lot of people saw and talked about it. The 60-second spot didn't say the car was a plug-in, took potshots at the work ethic of all non-Americans and has raked in over a million views on YouTube (you can add one more here). Caddy's new ELR video will get a lot less media attention, but that's exactly the point. Cadillac claims it was happy with the way actor Neil McDonough strutted his way into the controversial ELR discussion. This time around, though, the coupe gets promoted in a more traditional way: with information about the car and what it can do - you know, drive on electricity, capture braking energy into the battery, go further on gas power when needed, those kinds of things – courtesy of GM's executive chief engineer for electrified vehicles, Pam Fletcher. The tone of the video has not been changed because of the Poolside controversy. David Caldwell, manager of Cadillac communications, tells AutoblogGreen that the new video is not destined for TV and is completely different because it's meant for a different audience. "It doesn't have any direct relation to Poolside," he says. "TV advertising is not necessarily the heart of marketing something like the ELR. Notwithstanding the fact that we had a very thought-provoking ad [laughs]." "We definitely have a need to communicate what the ELR is" - Cadillac's David Caldwell The way you reach out to people via the web is different than the mass-media techniques used in spots like Poolside during big TV events (it aired during the Winter Olympics). The two video spots are different because you need to offer different information in different ways, for example having an ELR website as well as an iPad filled with ELR information at the dealership. For Cadillac, TV is "not going to be the predominant methodology," used to sell the ELR, Caldwell said, "the web is closer to what you need to do to reach people. We definitely have a need to communicate what the ELR is. It's not television advertising at all." Caldwell said a handful of other short videos similar to the new one will go live in the near future, showcasing design and powertrain aspects of the car. Keep an eye out for them – just don't look for them on TV. You can watch the new video below.