Cadillac continues to fulfill its promise of introducing a new model every six months with a partial reveal of the all new 2020 CT5, which replaces the ATS and CTS. The Cadillac line up is diverse and expanding, and the styling is in a word impressive.
A smaller CT4 will be showcased later this year and the CT6 is still on the market. Cadillac's crossover lineup is expanding too with the recent launch of the XT4, and don forget that the new three-row XT6 goes on sale very soon.
While other brands are steering away from cars, and especially sedans, Cadillac is heading straight down the traditional road, with a renewed focus on cars, knowing that a certain type of consumer or driver simply buys a car to reject the SUV trend.
"We're still very committed to sedans," Cadillac president Steve Carlisle said. "Sedans also serve as a gateway to the brand," he said.
The all new CT5 is being pitched to the public through a unique new marketing campaign, that is using a ¨sensory social media campaign¨. The advertising uses social media multimedia to reach out to consumers using sight and sound in dramatic and artistic ways. In short Cadillac is doing what luxury brands always do, in that they are selling a lifestyle, and style in general as much as they are selling a car The marketing gurus at Cadillac know that a Cadillac driver sees their vehicle as an extension of themselves. Their vehicle helps define who they are, and they are buying more than a car, they are buying a way of life, and status.
The CT5 “Sensory Symphony” series can be found on Cadillac’s YouTube page and social media channels.
“The Cadillac CT5 is meant to overwhelm all of the senses, and that’s why we’re using ASMR-style videos to showcase its features,” said Deborah Wahl, Cadillac chief marketing officer. “The ‘Sensory Symphony’ videos are designed to convey for viewers the same satisfying feeling that arises from driving this car.”
The ad camapaign is being launched just as the Ottawa Gatineau International Auto Show is opening this week March 21st to 24th at the Shaw Centre in downtown Ottawa. The full reveal of the XT5 takesplace at the New York Auto Show April 16th. Until the New York reveal there will be social media videos released weekly by Cadillac featuring the CT5, and making use of this new sensory multimedia social media approach to marketing.
The CT5 will be produced in Lansing Michigna, and will have a standard 2.0-liter turbo-four engine and optional 3.0-liter twin-turbo V-6. Both are paired with a 10-speed automatic transmission. The new Cadillac comes as a rear-drive car, with all-wheel drive will be available across trim levels.
New badging uses references to torque rather than horsepower. 350T, means the 275-hp turbocharged 2.0-liter engine will deliver approximately 350 newton meters (Nm) of torque (295 lb-ft).
The styling of the new CT5 is distinct and bold. The stance is wide and the car has real presence. It looks less striking from the side, but straight on the front end commands respect, and the rear view looks strong. The light treatment provides styling accents. In the dark with the lights on the car looks classy and fast even standing still. It just looks - strong.
The car has a wide blacked-out mesh grille, that pays homage to the CT6 and XT6, and the Escala concept.
The Sensory videos from Cadillac claim to sue something called that use ASMR technology, which stands for autonomous sensory meridian response. It is designed to stimulate the senses when watching. The idea is that when when you see fire burning, you don just see it you hear the crackle with the flame. Cadillacś marketing folks want you to experience the new XT5 by hearing it, and seeing it in a unique way before you actually get to see it in person and touch it, or sit in it or drive it.
“Sound leaves a lasting impression, and that’s why it is such a focus for this vehicle,” said Brandon Vivian, Cadillac executive chief engineer. “With standard sound optimization and active noise cancellation, our goal is to deliver a world-class cabin experience with a Cadillac-exclusive curated sound library.”