Cadillac Preps Fashion Models In New York As It Prepares New Vehicle Models In Detroit

Dale Buss

Get ready for the next big thing in apparel: bespoke casual, sophisticated pieces for men and women that have been inspired by … the new Cadillac XT5?

That’s right. It’s been a while since Cadillac unveiled its iconoclastic new “Dare Greatly” brand positioning on Oscars night earlier this year. But brand stewards will soon reveal the next phase of their strategy as Cadillac moves toward this fall’s launch of the new CT6 sedan and an anticipated successor to its SRX crossover model which outsiders are saying will be called XT5.

At the same time, Cadillac continues to stretch other muscles in its fledgling autonomy from General Motors, building out its new brand headquarters and marketing staff in the SoHo section of Manhattan, and even planning to report its own financial results within a few years, according to CEO Johan de Nysschen.

Uwe Ellinghaus, Cadillac CMO, told me: “We will write the next chapter of ‘Dare Greatly’ with two launch campaigns, one for the CT6, which is due out later this year,” and the other for the new crossover, in spring 2016.

Cadillac is sketching an outline of its plan, at least. The brand will continue its emphasis on a luxury lifestyle, as well as on the attributes of its vehicles, by once again sponsoring a fashion show in New York by menswear designers Public School. Next month, Cadillac will host a “Dare Greatly” media event and fashion show in New York focused around Public School’s designs, where the XT5-themed apparel will be revealed.