DETROIT — Cadillac's TV ad campaign this year featuring the sweeping Escala concept was meant to be a forward-looking exercise that relayed the brand's design aspirations to the world.
But some consumers who saw the commercials, which debuted during the Oscars in February, didn't quite grasp the "forward-looking" part. They've been heading to Cadillac showrooms to inquire about the car, only to find out that it's not for sale, and never will be.
That's a risk Cadillac was willing to take as it tries to rebuild the luxury brand's cachet around a new design language that's less square and more captivating.