Once you wish to attain a whole bunch of hundreds of people that is perhaps fascinated by an entry-level luxurious SUV, you contact the press.

Once you wish to attain the tiny circle of individuals trying to spend greater than 1 / 4 of 1,000,000 {dollars} to customise an ultra-luxury automobile, you submit on an expert networking website.

That’s in all probability the logic Cadillac Chief Advertising Officer Melissa Grady Dias used to succeed in an uncommon choice late final week. She introduced the value of Cadillac’s new super-luxury Celestiq electrical automobile in a LinkedIn submit.

“The bespoke spirit of Celestiq will probably be decided by the shopper’s stage of curation, however the clean canvas will begin at roughly $340,000 MSRP,” Grady Dias wrote.

A Return to Kind from Lengthy In the past

Cadillac was as soon as the builder of a few of the world’s most luxurious automobiles. The posh division of Basic Motors is 120 years outdated. Early in its historical past, it competed with bespoke luxurious automakers.

However in latest a long time, it has moved decrease on the meals chain. Styling itself an American BMW or Audi, Cadillac has targeted on SUVs and sedans to rival these manufacturers, vs., say, a Bentley or Rolls-Royce.

Its best-selling product stays the untouchable Escalade massive SUV. However it has tried to make a splash with its high-performance Blackwing sedans, geared toward BMW’s M automobiles and the Mercedes-Benz AMG store.

The Celestiq is one thing completely different. A recalibration calling again to the times when Cadillac known as itself “the usual of the world.”

Commanding Presence

It’s a shocking automobile – a divisive, love-it-or-hate-it design that has actual visible weight. You may not adore it, however you gained’t look away.

On the surface, Cadillac’s angular, fractured-obsidian design language and a bulbous rear make it each peculiar and imposing.

Cadillac continues to be retaining efficiency particulars near the Zegna vest for now. Supplies offered to the media nonetheless checklist “a GM-estimated 600 horsepower and 640 lb-ft of torque” and an estimated driving vary of 300 miles.

On the within, a charming artwork deco design language melds a Nineteen Twenties aesthetic with 2020s expertise. The early design fashions proven to the press used acres of deep purple leather-based fading to black in herringbone patterns and plentiful polished nickel trim to convey a timeless luxurious.

Design-Your-Personal Ethos

However Cadillac gained’t provide the Celestiq with only one or two inside colour choices. Grady Dias explains that patrons will design their very own automobile, working “with a few of the world’s most proficient designers to make sure their imaginative and prescient is totally understood and executed with excessive precision.”

She writes, “Since its introduction, we’ve seen extraordinarily excessive demand for Celestiq.” Final December, the corporate claimed it already had an 18-month backlog of orders.

The corporate plans to hand-build every automobile, within the type of Rolls-Royce or Bentley. Cadillac has stated it may produce simply 400 per 12 months.

A New Makeover For an Previous Marque

Grady Dias is soliciting new orders, making us marvel in the event that they aren’t all spoken for into 2025.

However a automobile like this doesn’t have to promote in enormous numbers to succeed. As a substitute, it must make a cultural affect.

Grady Dias writes, “Now we have a daring alternative to determine a strong halo for the Cadillac model whereas constructing precious shopper relationships.” That’s not the language of an organization competing to promote $40,000 compact SUVs.

It’s the language of an organization in search of to redefine itself as an aspirational model for the rich. Will ultra-luxury patrons pay Maybach cash for a automobile from the individuals who introduced you the $39,000 XT4?

Maybe, should you attain out to them by means of their skilled networks.