.Cadillac Escalade: How it came to be:
After some general catching up, Jack asked, “Don’t you need a truck?” I remember taking a deep breath and saying something to the effect, “Yes, but too few folks between me and you think so.”Since joining Cadillac in February [1997], every conversation I had with dealers included questions about—if not demands for—a luxury truck.
That said, I resolved to bide my time, feeling sure there would come an opening to formally revisit the question of a Cadillac SUV—by my hand, or someone else’s. That phone call from the chairman proved to be the opening. Getting a Cadillac SUV past the BrandScape palace guards, however, would no doubt be a battle royale.
That night, Michael Grimaldi called. He was GM’s full-size truck vehicle line executive and would be responsible for developing the Cadillac SUV proposal. “I’m not supposed to talk to you,” Michael said. He had been instructed to work on this project without involving the Cadillac team. We discussed what might be unique to a Cadillac truck since money and time did not permit much in the way of visual differentiation.
Rick Wagoner called another meeting to review the Cadillac SUV proposal. Ron Zarrella was there, along with the heads of planning, manufacturing, engineering, design, and purchasing, as were Michael Grimaldi, Mike DiGiovanni , and me. We arranged a satellite broadcast to inform Cadillac dealers of the news. It would be 10 months before we launched, but they could use that information to their advantage anyway, persuading their customers wanting a truck to wait.
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