Cadillac says a new TV campaign involving the sleek
Escala concept has contributed to an increase in sales and lured new customers
to the brand. Unveiled at last year's 2016 Pebble Beach Concours d'Elegance,
the Escala takes pride of place in a series of commercials that debuted during
the Oscars.
While Cadillac has no intention of putting the
vehicle into production, chief marketing officer Uwe Ellinghaus says it opted
to prominently feature the concept because many of its design cues will trickle
down into the Cadillac range.
A number of prospective customers have inquired about purchasing the Escala
only to find out that it isn't a production car. Ellinghaus says many have
ultimately ordered a CT6 as a substitute.
Cadillac mentions that the Escala is
a concept that will inspire future models and, while there has been some
confusion, the automaker claims it has attracted people to its website and
increased brand awareness.
