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. “Had it been just another concept vehicle which is glorious, but not with a serious intent to produce something similar in the future, I wouldn’t have done it,” he told Auto News.
However, not everyone has been getting the message. 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.
During the ad, 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.