Canada's Steve Carlisle talks EV plan for luxury brand
April 26, 2019
Automotive News Canada
Canada’s Steve Carlisle has plenty of priorities for Cadillac, the brand he has led for a year. But one of the biggest is to move the luxury line back to the “head of the pack” among General Motors brands, particularly where electrification is concerned.
However, he said at a recent conference that it will take three years for the brand’s first EV to join the line-up.
CONTINUE AT LINK ABOVECarlisle explained the reasoning for the positioning shift for Cadillac as being based on the legacy notion that something that stands out in its field has long been referred to as the Cadillac of its kind.
“We’ve tried to out-German the Germans,” he said. “We can’t outdo what others have already done.
“Right now, we’re the underdog, and that gives us the opportunity to be the comeback kid.
“Maybe it’s time for Cadillac just to be Cadillac again and let it speak for itself, not be put into someone else’s box.”