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King of Bling? Cadillac hoping hip-hop input will help make 2007 Escalade a hit
JASON STEIN | Automotive News
Posted Date: 9/27/05
DETROIT -- General Motors might not have Snoop Dogg in a commercial. But it will have a Cadillac with factory-installed 22-inch wheels.
GM is still a few months away from unveiling its next generation of Cadillac SUVs, but the automaker already is nicknaming its 2007 Escalade the "King of Bling." GM can thank a few trendsetters for the tips.
Two years ago, during the early development of its next-generation Escalade SUV, GM brought in more than 30 of the biggest names in sports and entertainment as consultants on the vehicle.
A month ago, GM brought back the same group to make sure Cadillac got everything just right.
"We had a private showing to these same guys, and they gave us input that we then brought back," says Jim Taylor, Cadillac's general marketing manager. "They took another look, and I was pleased to hear from these hip-hop guys, 'I'm not going to have to do anything to this vehicle," in the aftermarket. "That was music to my ears."
To bling up the Escalade, Cadillac made 22-inch wheels optional (the 2006 model offers 20-inch wheels), added a glitzier chrome grille and used interior materials such as continuously lit white-LED backlighting and richer fabrics.
Taylor says designing the Escalade to meet the tastes of the influencer is not easy.
"It's a fine line," he says. "If it becomes commercialized, it looks forced, and immediately that group can turn on you."
The Escalade will be available in the first quarter next year.
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