Latest Cadillac XT4 Ad Appears to Foreshadow Escala Debut
Last month, Cadillac launched a round of advertisements promoting the 2019 XT4 — including television spots. While the commercial is still set in New York City, it avoids the other trappings of the brand’s previous “ Dare Greatly” campaign. There is very little screen time without the crossover blitzing through the streets, backed by a high-energy soundtrack, and at no point does the brand try to encourage the viewer to assume its corporate philosophy. It’s just a straightforward car commercial — or so we thought.
Apparently, there was a hidden element we all missed.
Smack dab in the middle of the ad there is a moment where the XT4 drives by a theater named “Escala.” Noticed first by GM Authority, the outlet claimed that no such theater exists in New York City and we’re inclined to agree. Based on the traffic markers and signage, this author isn’t sure if the street shown even exists within the Big Apple.
It would appear that General Motors digitally inserted the building specifically to hint that the ultra-sexy Cadillac Escala concept would be entering production. There’s even text on the storefront that reads “new arrivals.”
While entirely speculative, it seems unlikely that Cadillac would go to such great lengths to include this in the ad for no reason. The Escala sedan (which is technically a hatchback) appeared in 2016, via video, one day before making a sizable splash at Pebble Beach Concours d’Elegance. It was later said by former Cadillac President Johan de Nysschen that the model served as a “potential addition” to the brand’s product lineup — serving as halo vehicle.
Larger than the CT6, at least in concept form, Cadillac has previously confirmed the model’s role but never said anything definitive on production. There were longstanding rumors that it would begin assembly before 2022 and others that it would simply serve as a concept model highlighting the brand’s future design strategy and tech implementation. However, current Cadillac President Steve Carlisle said he’d like to see a new flagship model as well.
Earlier, we’d have suggested that the Escala would have been a poor fit. Carlisle wanted something electrified but the concept version of the car implemented a 4.2-liter V8 and 10-speed automatic. But we also suppose there is no reason GM couldn’t make the Escala a battery-electric vehicle, especially considering General Motors wants to add over a dozen to its portfolio over the next few years.
As for the name itself, you probably noticed it wasn’t a jumble of letters and numbers. But neither is the Escalade and the brass at GM has already said that new flagship models probably wouldn’t need to adhere to the typical nomenclature of the brand. It definitely sounds like the Escala is coming but we’ve got no clue what it will be packing under the hood right now.
[Images: General Motors]
A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.
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That commercial was shot in Los Angeles, NOT New York. That theater is on broadway and 8th street and is NOT named Escala. It’s an Urban Outfitters, hence the signage in the window.
The XT4 was not filmed in New York. That's L.A., mostly on South Broadway but with some quick cuts of Bunker Hill and the financial district. The "Escala" theater has been digitally altered. It's actually the Rialto Theater at 812 S. Broadway. Make of that what you will.