Monday, December 21, 2020

AR Rewind #4 - Cadillac CTS Convertible


Rewind: This is the fourth in a series of posts where I dive into detail of the work completed for Edmunds InsideLine engagements.

Creative Brief: The Cadillac CTS-V coupe turned out great so the next logical step was a convertible. Even though GM 86'd the idea of a convertible with the new coupe, Scott wanted to run an article about how they should reconsider the move - especially after wasting so much time on the poor selling and mechnically maligned Pontiac G6 hard-top convertible. The brief was simple, bang out a profile shot of what a convertible might look like and get it out to press in just over 48 hours. We agreed to use the beautiful Buick Velite concept car as a starting point.

Execution Highlights - Front

CTS Coupe
CTS Convertible
  • Donor convertible pieces came from the Buick Velite
  • Swapped background color
  • Custom brushed trunk/deck lid

Final Thoughts: This was a quick one and came together in just about a day. As with InsideLine's stance on the situation, I fully agreed that Cadillac made a mistake not considering a covertible. I think it would have sold very well and was necessary to compete with the German brands. They should have presented a full suite of models (coupe, convertible, sedan, wagon).

Original Blog Link: Supercharge Me: Cadillac CTS-V Coupe

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