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    William Maley

    Cadillac's Marketing Chief Admits the ELR Price Was A Bit Too Much

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      Uwe Ellinghaus Admits the ELR was priced too high

    You don't hear a lot of executives admit when they or their company has made a blunder. When they do, it comes as a bit of a shock and helps you realize they are somewhat human. Case in point is Cadillac's marketing chief Uwe Ellinghaus telling Bloomberg they bit off bit a more than they could chew with the ELR pricing.

     

    "The MSRP was, indeed, a mouthful. We overestimated that customers would realize our competitors were naked at that price," said Ellinghaus.

     

    So why did Cadillac price the ELR so high? Well product planners believed if the ELR was close to the price of the Chevrolet Volt, people would go for the Volt. Also, the high price was seen as to signal this was a special car from Cadillac.

     

    "We just wanted to make this a statement for the brand of how progressive we are," said Ellinghaus.

     

    Sadly it hasn't worked with just 1,835 ELRs being sold in North America within the past 18 months. Also, dealers have been piling on incentives to get them off their lot.

     

    Source: Bloomberg

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    "The MSRP was, indeed, a mouthful." 

     

    Um, I think potential buyers were more concerned with another bodily orifice when they saw the $75,000.00 price tag.

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    Also, dealers have been piling on incentives to get them off their lot.

     

     

    Seems we've heard & heard this before....

     

     

    Cort :) www.oldcarsstronghearts.com

    1979 & 1989 Caprice Classics | pigValve, paceMaker, cowValve
    "Promises mean everything" __ Everclear __ 'Wonderful'

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    Call up all the GM, Cadillac, and EV haters because we gotta 'nother live one. Some people love to hear this kinda thing. Its actually a bit weird.

     

    ELR at $75K was fine IF Cadillac only wanted to sell them to niche buyers. They didn't. They FAILED to sell the intended 3000 (last year about 1/2 of that)  units annually because they did nothing to market this car after "Poolside" went viral and let's be honest, its a 2-seater (eff the back seat in any of these sports coupes/Verts from Cadillac to Benz), it has no sunroof, which is insane considering the market for this car would seemingly be the well-to-do, Silicon Valley, greenie types who love to show up in something sexy that lets their hair blow around in the wind. 

     
    This car.. THIS CAR.. should have been a sub-ATS sports car, with a convertible roof or sunroof having coupe, with a TT 2.0L 270HP and 350HP VSeries version, and ta hell with EV. The Voltec should have gone in the XTS. The XTS, with Voltec would have made sense. The XTS with Voltec would have added numbers in the realm of what Tesla sell because it would be in a car that could actually seat 5, maybe 6, with a trunk that could house a bunch of Golf Clubs.
     
    Anyway, the CT6 Hybrid rights this wrong. The ELR, will return in a proper form, and a different name. I'm thinking CT7. The CT6, with 335 hp and 432 lb-ft of torque, not to mention light weight will be pretty refreshing   

    And another thing I wish people would stop always bringing up the Tesla Model S. The comparison of the Tesla Model S to the Cadillac ELR was a dumb one created by idiots in the first place simply because of price and they both being EVs. 

     
    Tesla Model S is a 7-Seater. ELR is a 4 Seater. 
    Tesla Model S is a sedan. ELR is a Coupe
    Tesla Model S is a Full-Sizer. ELR is a Compact
    Tesla Model S is a 100% EV. ELR is a Plug-in Hybrid
     
     
    Lets start comparing Pick-ups to Dirt-Bikes.
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    To top it off, the Model S may sell in steadily, slightly increasing volume, but it still doesn't make the company one thin dime. They have to keep it going because it's the ONLY vehicle they have. Cadillac/GM, of course, have the room to speak on the ELR because it's one of a hundred vehicles built.

     

    Still, these guys don't understand marketing. It's one thing to (appear) candid in an interview, it's another to openly admit 'mistakes'. It gains you nothing.

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    No kidding Sherlock, where was the voice of reason when that came to that insane price to begin with.  They missed the opportunity to price it between $55k and $60k.  Cadillac needs to take a page from Lexus of the past and price their cars at a reasonable low price as not to be perceived as low rent.  Then work their way up and people would have been more tolerate of the pricing environment.  I love Gm and  Cadillac but there is a perception problem they have to work around and doing business as usual is not going to make it go away.

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    This car should have been $49,995 base price, but come fully loaded with no options.  It's a Volt, asking $50k is even stretching.

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    Perhaps there are some brains at GM, afterall. It was obvious from the beginning that the price was completely unjustified. The funny thing is... A lot of you guys tried to justify it in the beginning. Watching the backpedaling and further attempts of justification is about as good as any C&G movie gets. 

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    This car should have been $49,995 base price, but come fully loaded with no options.  It's a Volt, asking $50k is even stretching.

     

     

    Agreed. It does not offer much more either.

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    55-60 MSRP would have been fine. The interior is gorgeous as is the exterior. Based on style alone, it would have sold alright out of the box marketed that way.

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    The ELR interior should have been in the ATS.   Would have made the ATS more competitive.  The ELR wouldn't have sold at anything over $50k, the Volt is a slow seller, a luxury Volt was always going to be an even slower seller.

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    Perhaps there are some brains at GM, afterall. It was obvious from the beginning that the price was completely unjustified. The funny thing is... A lot of you guys tried to justify it in the beginning. Watching the backpedaling and further attempts of justification is about as good as any C&G movie gets. 

     

     

     

    Please. The technology is sound,.. the packaging was the issue. What exactly justifies the price of any luxury car over a competent mainstream competitor??? Can U really tell me why a 328i is justified in costing $20K more than a Camry???  

     

    I would have sold the ELR for $75K.. I just would have made the ELR a different, more substantial car for the main reason why going green makes since.. in all segments.. to be environmentally friendly. The configuration is wrong. Tesla had another model that was a failure because since when is a two seater environmentally friendly??? Must carry up to 4 Comfortably whether it be a Model S, ELR, or Chevy Tahoe. Yup.. Chevy Tahoe. Fill one up with people and it could be as fuel efficient as a Prius

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    The ELR interior should have been in the ATS.   Would have made the ATS more competitive.  The ELR wouldn't have sold at anything over $50k, the Volt is a slow seller, a luxury Volt was always going to be an even slower seller.

     

     

    No it shouldn't have been The ELR has an interior that features materials that make the S-Class seem overpriced. The ATS interior is not the reason for its sales issues. This price point now presented will go a nice way to getting more sales for the ELR. 

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    The S-class isn't overpriced, if it were then people would stop buying it.  But it has been the global sales leader for about 40 years, people must think it is a good buy.  Unlike the ELR that will spend about 4 years on market with no sales and be killed off.

     

    The ATS interior doesn't drive away sales, but I don't think it is bringing people in either.  The ATS is a poor seller, it needs something that is a wow factor to bring in more buyers.

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    We've been over this : if the S-class weren't overpriced, it wouldn't need heavy incentives.

    Last gen was sometimes hitting $15 grand off sticker.

     

    ATS physically doesn't need anything glaring or major, it's not the product that's deficient.

    There's also no wow factor from the germans in this segment.

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    In most months the S-class outsells its closest 3 competitors COMBINED and at a higher transaction price.  It creates $1 billion a year in profit for Daimler, there are no problems in the cash making department with the S-class.

     

    There is a new A4 coming next year, along with the mild refresh the 3-series, and the Jag XE is coming.  Competition is only increasing.  The ATS doesn't sell now, and they have another 3-4 years in this life cycle.  Dressing up the interior an extra level would help.  I don't see a downside to taking much of the design and materials for the ELR interior and putting it into the ATS which is a similar sized car.

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    ATS= fix Cue, fix pricing and packages, new dash but most importantly, give the car some leg room in the back.  The ATS-L body should become the ATS sedan.  American lux car intenders have always wanted some room in their car and the ATS doesn't have enough and it would improve sales if it did.

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    In most months the S-class outsells its closest 3 competitors COMBINED and at a higher transaction price.  It creates $1 billion a year in profit for Daimler, there are no problems in the cash making department with the S-class.

     

    There is a new A4 coming next year, along with the mild refresh the 3-series, and the Jag XE is coming.  Competition is only increasing.  The ATS doesn't sell now, and they have another 3-4 years in this life cycle.  Dressing up the interior an extra level would help.  I don't see a downside to taking much of the design and materials for the ELR interior and putting it into the ATS which is a similar sized car.

     

     

     

    U really are delusional. Your argument of sales is ridiculous.. as the Camry outsells several cars in its segment 3:1. The fact that with its numbers.. it generates $1 Billion in profit.. proves my original, and Balthazar's supporting assertion about it being overpriced. That is.. essentially how U make profit. Only a fool would pay full price for an S-Class... when U can get one for about $30K off a year later. I can find U a '13 S550 with 23K miles for under $60K. That's a fact

    Edited by Cmicasa the Great

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    ATS= fix Cue, fix pricing and packages, new dash but most importantly, give the car some leg room in the back.  The ATS-L body should become the ATS sedan.  American lux car intenders have always wanted some room in their car and the ATS doesn't have enough and it would improve sales if it did.

     

     

     

    I agree about the legroom. Not because I would ever have anymore than 2 people in my sport sedan or hate the idea of chauffeuring anyone... but because apparently more and more people are buying small compact luxury sedans and trying to squeeze their lazy ass friends in the rear to be chauffeured, when they could have just bought a larger CTS..

    Edited by Cmicasa the Great

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    In most months the S-class outsells its closest 3 competitors COMBINED and at a higher transaction price.  It creates $1 billion a year in profit for Daimler, there are no problems in the cash making department with the S-class.

     

    There is a new A4 coming next year, along with the mild refresh the 3-series, and the Jag XE is coming.  Competition is only increasing.  The ATS doesn't sell now, and they have another 3-4 years in this life cycle.  Dressing up the interior an extra level would help.  I don't see a downside to taking much of the design and materials for the ELR interior and putting it into the ATS which is a similar sized car.

     

     

     

    U really are delusional. Your argument of sales is ridiculous.. as the Camry outsells several cars in its segment 3:1. The fact that with its numbers.. it generates $1 Billion in profit.. proves my original, and Balthazar's supporting assertion about it being overpriced. That is.. essentially how U make profit. Only a fool would pay full price for an S-Class... when U can get one for about $30K off a year later. I can find U a '13 S550 with 23K miles for under $60K. That's a fact

     

    But the Camry doesn't outsell the Accord, Altima and Fusion combined, and cost 20% more than those 3.  If buyers thought the S-class was over priced or a rip off then it wouldn't sell.  S-class has over 40 years on top of the mountain, no one has knocked it off yet.   They have sold about 3 million S-classes since 1972 when they actually started using the S-class name.  There must have been a lot of fools walking into Mercedes dealerships since then.

     

    I am sure the bean counters at GM would have loved if the ELR sold 1,000 units a month at their $75,000 price tag so they turned a profit.   Rather than having almost no sales and having to kill the product off as another one and done.

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    Jag XE is competition for nobody; no one buys Jags in this country.  

    True, hardly anyone buys a Jag, but they'll sell like 1,000 a month, they will have to steal that off someone.  People bought the X-type and it was terrible.  I don't think it is a big threat either, but it might take 200 cars a month away from Cadillac, BMW, Lexus and Mercedes. 

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    They barely sell 1000 /mnth now with multiple models. XE isn't going to reach anywhere near 1000/mn- there's just no "wow factor" and no one is clamoring for any more Jags. Niche brand, not competition.

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      High-Tech and High-Touch Interior
      CT5’s interior features elegant, wide surface lines and simple interfaces, focusing on quality, attention to detail, authenticity of materials and impeccable craftsmanship.
      Everything from the instrument panel to the center display is focused on the driver and essential touch points, emphasizing control. That includes a prominent, 1080dp high-definition full-color 10-inch-diagonal touchscreen mounted high within the instrument panel for visibility.
      FEATURE FOCUS: PLATINUM PACKAGE
      The Premium Luxury and Sport models are available with a Platinum Package featuring an exclusive Sedona/Jet Black motif with Opus semi-aniline leather seating surfaces in Sedona Sauvage. These surfaces are distinguished with a custom, layered fading perforation pattern, fine contrasting seat piping and decorative chevron accents. Both front, heated, ventilated and lumbar massage seats feature additional bolstering and 18-way adjustability. The package complements the seats with upgraded leather-trimmed armrests and center console, unique carbon fiber decorative trim and a thicker-rimmed steering wheel with authentic magnesium paddle shifters and alloy pedals.
      Intuitive Technology and Connectivity
      CT5 delivers thoughtful technology integration by offering an intuitive in-vehicle experience with a heightened sense of control. This is provided in everything from vehicle controls that conform to the driver’s driving style to the latest, more personal Cadillac user experience2, which provides more intuitive ways to interface with the system, including phone pairing via Near Field Communication and a new rotary controller.
      CT5 also features standard Adaptive Remote Start and an available hands-free power-release decklid to further customers’ convenience and comfort. Adaptive Remote Start automatically activates features such as the available adaptive heated/ventilated front seats, heated steering wheel and other climate systems, depending on the temperature. The hands-free decklid uses a motion sensor with Cadillac crest target projection that allows customers to activate the trunk release with their foot, supporting easy access.
      FEATURE FOCUS: SUPER CRUISE1
      Cadillac demonstrates its commitment to technology by bringing the Super Cruise driver assistance feature to the CT5. Cadillac’s Super Cruise driver assistance feature enables customers to drive hands-free on more than 130,000 miles of limited-access freeways in the U.S. and Canada, using LiDAR map data, high-precision GPS, a state-of-the-art driver attention system and a network of camera and radar sensors. The driver attention system helps keep drivers engaged by detecting and signaling when drivers need to pay more attention to the road.
       
      Turbocharged Performance
      CT5 is powered by a 2.0L Twin-Scroll Turbo engine and 10-speed automatic transmission with Electronic Precision Shift. This standard propulsion combination offers responsive off-the-line performance with excellent low-end torque. The twin-scroll turbocharger and a unique three-step sliding camshaft help the engine optimize performance across the rpm band for a greater feeling of on-demand power at all speeds.
      Cadillac’s powerful 3.0L Twin Turbo V-6 is available on Premium Luxury and Sport models, rated at an estimated 335 hp (250 kw) and 400 lb-ft of torque (542 Nm)5. Low-inertia turbochargers and a manifold-integrated liquid-to-air intercooling system help the engine produce exceptional power with virtually no lag and sustain it across most of the rpm band. Like the 2.0L Turbo, it is paired with a 10-speed automatic transmission with Electronic Precision Shift.
      Both engines employ technologies such as direct injection, camshaft phasing, Active Fuel Management (cylinder deactivation) and automatic stop/start to balance performance, refinement and efficiency. Sound tuning via mechanical and electronic sources contributes to CT5’s optimized effect on the senses, with engine sounds tuned to augment the driving experience in a refined manner, while helping to minimize unwanted noise in the cabin.
      Evolved Driving Dynamics
      Building on the strengths of the superb RWD architecture that underpins Cadillac’s award-winning rear-wheel-drive sedans, the first-ever CT5 is designed to deliver an exhilarating driving experience while maintaining the brand’s signature blend of performance, comfort and refinement.
      Evolutionary enhancements of the front and rear suspensions, including Cadillac’s signature double-pivot MacPherson-type front suspension, are designed to improve road isolation and driver feedback. At the rear, a five-link independent suspension contributes to the car’s excellent feeling of control.
      Additional chassis and driving dynamics features:
      Standard Bosch premium electric, rack-mounted power steering system. Capable, confident and precise eBoost brakes. Brembo front brakes are standard on the Sport model. Standard ZF MVS passive dampers. All-wheel drive is available on all models. Standard customer-selectable drive modes allow CT5 to adapt even better to driver preferences and changing road conditions. The modes — Tour, Sport, Snow/Ice and new My Mode — can alter the calibrations for transmission shifting, steering and brake feel, front/rear torque split (with the available AWD system) and vehicle sound character to customize the driving experience.
      CT5 can handle a variety of road conditions no matter the climate, thanks to all-wheel drive available on every model along with a diverse range of tire choices, including 19-inch all-season run-flat tires and 18-inch Michelin self-seal tires. All tire options allow drivers to continue driving during most punctures that would sideline conventional tires, for immediate replacement/repair.
      Coming Soon
      The 2020 CT5 makes its public debut at the New York International Auto Show April 19-28 and will be available for ordering this fall. It will be manufactured at GM’s Lansing Grand River facility, which previously received a $211 million investment to build the next-generation Cadillac sedans. Pricing and additional information will be announced closer to the start of production. 
    • By Drew Dowdell
      The First of GM’s All-New Pickups Posts a 20 Percent Q1 Gain
      Industry retail sales, consumer sentiment rebounding GM average transaction prices set new first-quarter company record Chevrolet Trax, Equinox and Colorado set first-quarter company sales records DETROIT — General Motors (NYSE: GM) announced today that it delivered 665,840 vehicles in the first quarter of 2019, with a selling mix of trucks, SUVs and crossovers above 80 percent. GM’s focus on these vibrant segments helped it earn the highest average transaction prices for any first quarter in the company’s history.
      The Chevrolet Trax, Equinox and Colorado all set GM first-quarter sales records and the GMC Acadia posted its best quarter ever. The all-new Cadillac XT4 was the best-selling vehicle in its segment and the Buick Enclave was up 28 percent versus a year ago.
      The all-new full-size pickups from Chevrolet and GMC are also off to a very strong start.
      “Our production launch was very smooth and crew cab sales are brisk, especially those with premium trims,” said Kurt McNeil, U.S. vice president, Sales Operations. “We look forward to improving availability of our wide-range of cabs, trim series and powertrains.”
      First-quarter 2019 average transaction prices for GM's all-new, light-duty pickups were $8,040 higher compared to their outgoing models in the first quarter of 2018, with the GMC Sierra leading the segment, according to J.D. Power PIN estimates. Combined sales of the 2019 Chevrolet Silverado 1500 and GMC Sierra 1500 crew cabs — the first of the company’s all-new full-size pickups to launch — were up 20 percent year over year. Crew-cab production mix is currently running above 70 percent to meet strong customer demand, up 10 percentage points on average from the previous-generation trucks. More than 95 percent of the all-new GMC Sierra 1500 crew cab sales are high-end trims including SLT, AT4 and Denali. Availability of all-new regular-cab and double-cab pickups was very limited during the quarter due to launch timing, but full production of all cab styles started in March and they currently are arriving in dealer showrooms.
      GM will begin the next phase of its full-size pickup truck launch in the second half of the year with the all-new 2020 Chevrolet Silverado HD and GMC Sierra HD.
      “We are bullish on pickups and expect to gain sales momentum throughout the year,” said McNeil. “We are installing capacity in Flint to build more HD pickups in total, more crew cab models, more dualies and diesel models, too, all in response to dealer and customer demand.”
      Other new models launching this year include the XT6, Cadillac’s first three-row crossover, and the CT5, Cadillac’s new luxury-sport sedan. The all-new Chevrolet Blazer is also gaining momentum, and the brand will begin national advertising for the vehicle during the second quarter as production ramps up.
      Solid U.S. Economy, Strong GM Operating Discipline
      GM sales in the first quarter of 2019 were down 7 percent year over year compared to a very strong first quarter of 2018.
      “After a slow start to the year, the retail SAAR has risen each month since January,” said Elaine Buckberg, GM chief economist. “Consumer sentiment continued to recover in March and the other key drivers of auto sales like employment, wage growth and household balance sheets are healthy. The Fed paused in raising interest rates, which eases a headwind facing auto sales. Overall, the U.S. economy is in solid shape, which bodes well for the industry outlook.”
      GM’s Commercial deliveries, which are another barometer of economic strength, grew at an average annual rate of more than 7 percent from 2012 to 2017 and were up 11 percent year over year in 2018. Commercial deliveries were close to flat to a very strong first quarter a year ago, even with limited availability of regular light- and heavy-duty pickups, and heavy-duty crew-cab pickups.
      GM has demonstrated continued strong operating discipline and is very well positioned heading into the second quarter:
      The company’s incentive spending as a percentage of average transaction price was 13 percent, down close to a full percentage point year over year, according to J.D Power PIN. GM’s per-unit incentive spending was down $175 year over year, as domestic competitors increased their spending in the quarter, according to J.D. Power PIN. Average transaction prices rose $938 to a first-quarter record of $35,881, according to J.D. Power PIN. Inventory is a healthy 818,967 units heading into the second quarter, which tends to be a strong quarter for industry sales.   QUARTER 1 (CALENDAR YEAR-TO-DATE) JANUARY - MARCH   2019 2018 %Change Volume   2019 2018 %Change Volume   Cascada 746 918 -18.7   746 918 -18.7   Enclave 12,580 9,869 27.5   12,580 9,869 27.5   Encore 24,606 25,468 -3.4   24,606 25,468 -3.4   Envision 7,623 9,696 -21.4   7,623 9,696 -21.4   LaCrosse 2,902 7,066 -58.9   2,902 7,066 -58.9   Regal 3,408 3,708 -8.1   3,408 3,708 -8.1   Buick Total 51,867 56,804 -8.7   51,867 56,804 -8.7   ATS 522 3,962 -86.8   522 3,962 -86.8   CT6 2,188 2,467 -11.3   2,188 2,467 -11.3   CTS 2,428 2,442 -0.6   2,428 2,442 -0.6   Escalade 6,819 8,111 -15.9   6,819 8,111 -15.9   XT4 7,026 0 ***.*   7,026 0 ***.*   XT5 13,278 14,845 -10.6   13,278 14,845 -10.6   XTS 3,734 4,898 -23.8   3,734 4,898 -23.8   Cadillac Total 35,995 36,727 -2.0   35,995 36,727 -2.0   Blazer 3,023 0 ***.*   3,023 0 ***.*   Bolt EV 4,316 4,375 -1.3   4,316 4,375 -1.3   Camaro 12,083 11,792 2.5   12,083 11,792 2.5   Colorado 33,494 28,859 16.1   33,494 28,859 16.1   Corvette 3,943 4,457 -11.5   3,943 4,457 -11.5   Cruze 23,311 39,855 -41.5   23,311 39,855 -41.5   Equinox 88,500 82,398 7.4   88,500 82,398 7.4   Express 17,215 19,774 -12.9   17,215 19,774 -12.9   Impala 13,259 14,067 -5.7   13,259 14,067 -5.7   LCF 559 530 5.5   559 530 5.5   Malibu 34,197 34,150 0.1   34,197 34,150 0.1   Silverado 114,313 135,545 -15.7   114,313 135,545 -15.7   Sonic 4,460 5,983 -25.5   4,460 5,983 -25.5   Spark 6,423 6,945 -7.5   6,423 6,945 -7.5   Suburban 11,029 14,725 -25.1   11,029 14,725 -25.1   Tahoe 20,853 23,643 -11.8   20,853 23,643 -11.8   Traverse 34,223 38,198 -10.4   34,223 38,198 -10.4   Trax 24,580 20,482 20.0   24,580 20,482 20.0   Volt 2,520 3,478 -27.5   2,520 3,478 -27.5   Chevrolet Total 452,401 490,919 -7.8   452,401 490,919 -7.8   Acadia 31,200 29,900 4.3   31,200 29,900 4.3   Canyon 6,954 7,213 -3.6   6,954 7,213 -3.6   Savana 6,566 4,797 36.9   6,566 4,797 36.9   Sierra 40,546 41,468 -2.2   40,546 41,468 -2.2   Terrain 25,364 32,964 -23.1   25,364 32,964 -23.1   Yukon 14,947 15,002 -0.4   14,947 15,002 -0.4   GMC Total 125,577 131,344 -4.4   125,577 131,344 -4.4   GM Vehicle Total* 665,840 715,794 -7.0   665,840 715,794 -7.0                     76 selling days for the QUARTER 1 this year and 77 for same QUARTER last year.  
    • By Drew Dowdell
      Cadillac will be unveiling the CT5 sedan at the New York International Auto Show next month. 
      The CT5 is build on the next generation of GM's Alpha platform and will come in rear-wheel drive and all-wheel drive configurations.  Power will be provided by either a 2.0T 4-cylinder or 3.0 Twin-Turbo V6.  Both engines will send power to the wheels via a 10-speed automatic transmission.  The CT5  will offer Luxury and Sport trims.
      In a video series called "Sensory Symphony", Cadillac slowly peels back the specially design camouflage film to trigger an ASMR response in the viewer while slowly revealing the car. This is to bring awareness to the CT5's auditory experience with active noise cancellation and other sound optimizations. 
      The Cadillac CT5 will be built at GM's Lansing Grand River plant. 

      View full article
    • By Drew Dowdell
      Cadillac will be unveiling the CT5 sedan at the New York International Auto Show next month. 
      The CT5 is build on the next generation of GM's Alpha platform and will come in rear-wheel drive and all-wheel drive configurations.  Power will be provided by either a 2.0T 4-cylinder or 3.0 Twin-Turbo V6.  Both engines will send power to the wheels via a 10-speed automatic transmission.  The CT5  will offer Luxury and Sport trims.
      In a video series called "Sensory Symphony", Cadillac slowly peels back the specially design camouflage film to trigger an ASMR response in the viewer while slowly revealing the car. This is to bring awareness to the CT5's auditory experience with active noise cancellation and other sound optimizations. 
      The Cadillac CT5 will be built at GM's Lansing Grand River plant. 
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