Cadillac has been in transformation for over a decade, and their cars continue to reach new heights. What was once scoffed at on the international stage is now becoming feared and respected as the carmaker produces cutting edge new models that rival the best Europe has to offer.
Cadillac recently moved it headquarters from the parent company in Detroit to New York City, a move designed to put their image in touch with the level they seek to represent. No other major city in the country can compete with the scale and impact of not just Manhattan, but the Big Apple as a whole. It is THE iconic metropolitan urban landscape, and Cadillac seeks to be the same.
Recent concepts such as the Elmiraj and the Ciel show the level of upscale luxury the company is striving for while still paying fitting homage to their domestic roots. New models like the potent ATS-V display the kind of performance usually reserved for German engineering.
In an age of business forever focused on bottom lines, it is refreshing to see a marque dare to rise up and challenge both tradition and perceptions. Cadillac recently launched a new marketing campaign entitled, “Dare Greatly” where images of New York are narrated by the lines of a poem written by Teddy Roosevelt. If find this prose fitting not only to this resilient automaker but to athletes and actors alike who live their lives under the scrutiny of the press and public at large.
Powerful words from a President who lived with a bold heart and strength of will.
“Man in the Arena”
It is not the critic who counts
Nor those who point out how the strong man stumbles
Or where the doer of great deeds could have done better
The credit belongs to the man in the arena
Whose face is marred by dust, sweat, and blood
Who strives valiantly
Who comes short again and again
Because there is no effort without error and shortcoming
But those who actually strive to do the deeds
Who knows great enthusiasm and devotion
Who spends himself in a worthy cause
Who at best knows, in the end, the triumph of high achievement
And at worst, if he fails,
He at least fails… while daring greatly.
While I may never own a Cadillac, I have a growing respect for an automaker that dares greatly.