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Christian Soemmer, Managing Director, Cadillac Middle East
a luxury brand, full stop. We think that people connect to this authenticity, and clearly, we have received a warm reception from optimistic, sophisticated, and bold people, who feel that Cadillac reflects their own image and values.” Of course, it’s not all just about how Cadillac presents itself to the world- the company is also making heads turn thanks to its starring role in shaping the future of mobility, and this is particularly noteworthy when you consider that these innovations are being spearheaded by a brand that was born in 1902. “Cadillac is well and truly involved in shaping the future of mobility,” Soemmer explains. “For instance, this year we launched Super Cruise– our autonomous highway driving feature in the 2018 CT6 in the US. Unlike other driver assistance systems, Super Cruise utilizes two advanced technology systems -a driver attention system and precision LiDAR map data- that bring new aspects of safety and intuitive control to further elevate freeway driving. While the system requires drivers to be alert at the wheel, it al-
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Entrepreneur november 2017
“‘Arabs of New York,’ which showcases real, young, ambitious, talented people from this region that are making it big in Cadillac’s home of New York City, helps to bring Cadillac’s reinvention full circle for us. lows for hands-free driving, and impressively, one of our Super Cruise enabled CT6s recently completed a journey from New York to Los Angeles completely hands-free. It was the first official handsfree cross-country drive ever done.” With features like these to boast of, the CT6 has been praised for everything from “reinventing driving” to being declared “a technological leap step forward in the long march to full autonomy,” all of which is a testament to the future that Cadillac is crafting for itself. With respect to the Middle East market specifically, Soemmer notes that technological advances aside, path breaking changes in the region could help elevate Cadillac as a brand as well. “The most exciting
trend in this region for the year ahead is, of course, the royal decree allowing women to drive in Saudi Arabia,” Soemmer notes. “This is one of our largest markets, and this monumental change offers a lot of potential for our brand in 2018. Our motto at Cadillac is ‘Dare Greatly,’ which may resonate with the women in Saudi, who choose to take the new step of getting behind the wheel.” The future does look promising for Cadillac in the Middle East, and Soemmer, for his part, is excited about the road ahead. “It’s a once-in-
a-lifetime opportunity when you get handed a 115-yearold iconic luxury brand, and asked to lead its reinvention here in the Middle East,” he says. “It’s a big responsibility, but the great news is that the sky is the limit. Together with my team, we’re looking to disrupt the business, we’re looking to innovate, and we are taking our ‘Dare Greatly’ motto to heart, as we come up with new ways to approach to the previously traditional automotive business. Daring greatly is not just a tagline to us: it is a mindset, and it’s a culture. It has to be led from the top, and it needs to be genuine and authentic. It has helped us to create an environment that is both motivating and inspiring, where great ideas are not shot down, because the execution is deemed too hard or unachievable. I am open to any creative, innovative ideas, and it doesn’t matter if it’s influenced by the non-automotive industry. One of my favorite leadership philosophies comes from the great Nelson Mandela: ‘It always seems impossible, until it’s done.’ There is so much truth and courage in this, which sums up the Cadillac way perfectly.’”
Regional rundown Cadillac in the Middle East Can you give us a rundown on the models under the Cadillac portfolio that are especially popular in the MENA market? “In most of our markets, the ever-popular Escalade continues to be our bestseller, due to its iconic status and being in a league of its own when it comes to high-end, full-sized SUV luxury. Second on the list comes the newest addition to the Cadillac family, the XT5 crossover, which had its
international debut in Dubai, and has picked up where the immensely successful SRX left off. Rounding out the top four are the ATS Sedan, which is renowned for its driving dynamics, and acts as a great introduction to the Cadillac lineup, and the newly launched CT6, which is packed with premium features such as massaging seats, a 32-speaker Panaray audio system, and redefines what it means to ride in or drive a prestige sedan.”