... for a car they can't actually buy.
Cadillac’s sleek Escala was unveiled almost a year ago at the Pebble Beach Concours d’Elegance to give us a clue about the company’s design approach in the years to come. The luxurious sedan was the focal point of an ad for this year’s Oscars and its exposure is attracting more and more people into the company’s dealerships to make inquiries about the car. However, these folks are in for a disappointment as the Escala is only a concept, so it’s not actually for sale.
Check out Cadillac's 2017 Oscars ads:
That being said, Cadillac’s chief marketing officer, Uwe Ellinghaus, points out the ad is still bringing in more customers even though the Escala is not part of the lineup. He explains some of the people decide to go with the CT6 sedan after finding out the bigger Escala liftback is just a forbidden fruit.
Cadillac’s decision to promote the concept through advertising is understandable as the Escala is a preview not just for a fresh styling language, but also for a new range topper. Indeed, Uwe Ellinghaus explains Caddy has a “serious intent to produce something similar in the future.” Not only that, but the TV spot is driving into dealers more potential clients that otherwise wouldn’t have given attention to the posh brand.
Latest intel suggests a CT8 flagship is slated to arrive around 2021 and will be a part of a new model onslaught that will also include an “XT4” already spied multiple times ahead of a late 2018 / early 2019 release. Slotting underneath is going to be a smaller crossover dubbed “XT1” or “XT2” if we were to rely on the rumor mill.
Further down the line, there might even be a CT9 big sedan with a starting price of an eye-watering $300,000. However, even if it will get the stamp of approval, reports are suggesting it won’t be out until 2029, after the launch of a large XT9 SUV carrying a $250,000 sticker.
Source: Automotive News