Autos
Eighth Time’s a Charm? Cadillac’s New Reboot Challenges Luxury Small SUVs
- New president Steve Carlisle says ‘this time is different’
- GM plans six new models in three years in push for revival
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Here we go again. For at least the eighth time in two decades, General Motors Co. has a new brand chief vowing to reboot Cadillac, the once-storied luxury name that has been losing market share and prestige for years.
GM promises a $12 billion parade of new models, with the perhaps most significant being a smaller, cheaper sport utility vehicle that turns on its head everything Cadillac has historically stood for. There also will be revamped advertising, including a fresh tagline -- not yet revealed -- to replace the sleepy “Dare Greatly” campaign. The strategy kicks off with the millennial-aimed XT4 SUV, followed by five more models.