New Caddy Escalade in 2014: Rap Image Has Turned Customers Away

[whitejeep1989]

Interesting stat on how detrimental the Rap connection has been to Escalades sales/image. According to Caddy, for every one customer that purchased the Escalade because of Rap image, 4 customers walked away because of the Rap connection. I'm sure Caddy doesn't regret the lift in image and profits that the Escalade brought to the brand. It will be interesting to see how Caddy tailors the new Escalade to NOT draw the attention of Rap culture. I would definitely like to see the Escalade become less superficial and less "bling-bling".

From The Detroit Bureau:

http://www.thedetroitbureau.com/2012...urce=pulsenews

General Motors has reversed course and will bring an all-new version of that hip-hop segment favorite, the Cadillac Escalade, to market in early 2014.

Worried that the big luxury SUV might hurt the updated image Caddy is trying to craft for itself – and questioning demand for full-sized SUVs as fuel prices skyrocketed — the maker had been ready to pull the plug on the ‘Slade.

However, GM decided the Escalade was simply too profitable to let die, and will now turn out a new model sharing platforms with its next-generation Chevrolet and GMC full-size trucks.

The Escalade built a significant market among hip-hoppers and sports stars, something Cadillac initially embraced, but “We were finding that for everyone turned on by that image there were four (potential luxury buyers) who were turned,” a senior Caddy official told TheDetroitBureau.com.

Cadillac is in the launch mode for several key new products, the entry-lux ATS and the premium-luxury XTS, that the maker hopes will dramatically reposition the brand as a more credible competitor to the likes of BMW, Mercedes-Benz and Audi. To some, the Escalade simply didn’t work into that equation.

Complicating matters, the recent run-up in fuel prices – with many experts predicting gas could reach $5 a gallon in the next year or two – led some GM planners to project that the full-size SUV market, in general, might dry up.

But recent sales data show that while smaller and more fuel-efficient cars and crossover are gaining ground, there remain plenty of buyers for products like the Escalade and other full-size SUVs.

Notably, GM will not follow the path favored by many of its competitors, such as Mercedes, Ford and Nissan, who have migrated many of their larger SUVs to car-based crossover architectures. The new Escalade will remain a body-on-frame vehicle built on the basic chassis that will be used for the new Chevrolet and GMC pickup trucks.

During a media drive of the new XTS, GM officials refused to discuss the timing of the new Escalade but the betting is it will emerge as a 2015 model in early 2014. Meanwhile, GM isn’t talking about powertrains but to help address fuel economy concerns, hybrid and diesel options are thought to be in the mix.

For GM the bottom line was what ruled in the Escalade strategy, the big ute simply generating margins that were too significant to walk away from.

The next-generation Chevrolet Silverado and GMC Sierra pickups, meanwhile, which were delayed by the 2009 GM bankruptcy, represent one of GM’s most important launches to come for the 2013 model-year.

Cadillac isn’t the only maker that foresees a future for full-sized luxury SUVs. Lincoln has confirmed that it will have an all-new version of its own Navigator model by mid-decade.

[Omnilith]

I'd believe it. My biggest beef with the Escalade (besides being a tarted up Tahoe) is the owners.

[GLI Dan]

oh they finally found out the the vagabond scoundrel followers of that culture don't have money? who would have ever have guessed...

[retro_rocket]

Wonder if they're considering a name change for the Escalade - both to bring it in line with the alphanumeric names of the rest of the lineup, as well as to distance the new model from the bling-bling rapper crowd of the existing one.

[whitejeep1989]

oh they finally found out the the vagabond scoundrel followers of that culture don't have money? who would have ever have guessed...

Nah, those customers just moved on to brands that have more "Mad Euro".

LOL

[HASSELHOF]

oh they finally found out the the vagabond scoundrel followers of that culture don't have money? who would have ever have guessed...

And everyone that listens to rock music does drugs, worships Satan, and burns down churchs.

[cryption]

Wonder if they're considering a name change for the Escalade - both to bring it in line with the alphanumeric names of the rest of the lineup, as well as to distance the new model from the bling-bling rapper crowd of the existing one.

Not a bad thought

This doesn't come as a surprise. I don't think the Escalade is the only Caddy that falls into this "market" - but they are trying to work out of it. At least new Caddys are priced out of the market, and buyers typically buy used anyway and prefer older models.

Cadillac should stop at 18" wheels and see what their market looks like. Don't make the cars able to fit 26" wheels.

[rimtrim]

I'm frustrated by Cadillac's insistence on trying to build BMWs with Cadillac grilles instead of traditional American luxury cars. Arguably the Escalade is the most "true" Cadillac currently available.

The traditional styling and "rap image" certainly haven't hurt sales of the Chrysler 300...

-Andrew L

[gtboost]

It's not just the rap image. It's simply the fact that there are many other BETTER options for luxury suv's for the same price.

[whitejeep1989]

I'm frustrated by Cadillac's insistence on trying to build BMWs with Cadillac grilles instead of traditional American luxury cars. Arguably the Escalade is the most "true" Cadillac currently available.

The traditional styling and "rap image" certainly haven't hurt sales of the Chrysler 300...

-Andrew L

I'd say that the new Chrysler 300 has made a decided effort to turn down the dial on the "urban".

[TwoLitreVW]

make ICE optional equipment?

don't include chrome wheels?

i don't think it's rap that's doing the damage.

i think it may have more to do with content and pricing.

i mean, there's rappers out there with super exotics, but you don't see those brands claiming hurt sales because the cars are in music videos with blunts, forties, and well, the ladies .

[CP1]

The Lexus LS first got its (street) cred in rap videos and lyrics.

[cryption]

The Lexus LS first got its (street) cred in rap videos and lyrics.

It's selling so well now, too.

[Fritz27]

I think the "hip-hop" image related to this car is a result of its styling. Someone that wants an Escalade might find the Q7 or GX460 too demure. I think people that don't like that image just don't care for the more ostentatious styling that Cadillac offers.

Also, the Escalade is old and people probably aren't that enthused about the lack of features compared to more modern offerings.

[DJMRDARK]

I can see this. I'd never want one and the associated image is just one of many reasons why.

[nickthaskater]

I'd say that the new Chrysler 300 has made a decided effort to turn down the dial on the "urban".

My sister has a first-gen 300 with the mesh grille insert ("Bentley" grille). She hates the new 300

[Lwize]

And everyone that listens to rock music does drugs, worships Satan, and burns down churchs.

QFT

[MRVW00]

I'd believe it. My biggest beef with the Escalade (besides being a tarted up Tahoe) is the owners.

This.

When I'm at the auction, anytime a 'Slade () pulls up in the lanes, the Black dealers swarm to them, while the traditional White dealers run. ESPECIALLY with big aftermarket wheels.

I won't stock them. The (attempted) buyer doesn't have the credit for this car. OR they try to use child support as a source of income...

[DJMRDARK]

My sister has a first-gen 300 with the mesh grille insert ("Bentley" grille). She hates the new 300

I'm a fan of the latest one. Love the factory upgrades, loath the aftermarket grills.

[King]

And everyone that listens to rock music does drugs, worships Satan, and burns down churchs.

/thread.

I can already foresee the ignorance express train getting ready to steamroll this thread......

[rich!]

thefts would deter me away...

These SUVs, trucks and cars had the most theft-related insurance claims per 1,000 vehicles.

Vehicle Claim Frequency

Cadillac Escalade 10.8
Ford F-250 4WD 9.7
Chevrolet Silverado 1500 crew 9.2
Ford F-450 crew 4WD 7.9
GMC Sierra 1500 crew 7.3
Chrysler 300 7.1
Ford F-350 crew 4WD 7.0
Chevrolet Avalanche 1500 6.4
GMC Yukon 6.4
Chrysler 300 Hemi 6.3

in other news - saw a pink escalade with eyelashes mounted to headlights.

[8v_gti777]

I remember walking around a GM lot and positively giggling at the prices they charge for these.

[blahblahyoutoo]

why dem ****** at GM gotta be racist for?

[AndyG86]

If I could get one cheap enough, I could use a tow rig for my jeep

[Mabe]

This.

When I'm at the auction, anytime a 'Slade () pulls up in the lanes, the Black dealers swarm to them, while the traditional White dealers run. ESPECIALLY with big aftermarket wheels.

I won't stock them. The (attempted) buyer doesn't have the credit for this car. OR they try to use child support as a source of income...

and true.

[cryption]

Can the truth be racist? It's the truth ....

[kraut_pauer79]

maybe would-be non-ghetto Escalade owners are either aware or just naturally deduce that the Escalade has an extremely high theft rate, and that also plays a part in why they wouldn't want to own one.

[ToucheTurtle]

90% of the Escalade owners I see around here are middle aged white women.

[Claff]

It might be true, but I don't trust a single throwaway line with no context from an unnamed source.

[julz88]

Or maybe, just maybe, it's because there are better SUV options out there.....

.... Wild thought I know.

[juventuss]

90% of the Escalade owners I see around here are middle aged white women.

Quoted for truth. I see more white folks driving these things around.

[Chapel]

I'd believe it. My biggest beef with the Escalade (besides being a tarted up Tahoe) is the owners.

ditto
great truck ruined by stereotype.

[302W]

II would definitely like to see the Escalade become less superficial and less "bling-bling".

The Escalade will never be anything but superficial. Luxury SUVs only exist for one reason, image.

[GTRaavv]

Range Rovers have arguably the same rap image but I don't think I've ever seen them get any crap for it.

[MRVW00]

Range Rovers have arguably the same rap image but I don't think I've ever seen them get any crap for it.

Consider the sales numbers.

Escalades 50 Trillon
Rovers <10,000