ArchitecturalDigest: Car Shopping with Andrew Smith

[Bruce Nunnally]

MR: What’s Cadillac’s take on the evolution of luxury?

AS: In a world of mass-produced products, everyone wants something unique, bespoke, something that feels completely theirs. We place a big emphasis on handcrafted elements—hand-sewn interiors, beautiful wood grains, metals with a particular patina—so no two vehicles are exactly alike, even though they conform to the highest standards of manufacturing. It’s essential that every vehicle tell a story about where and how it was made, a heritage story. Luxury means uniqueness and authenticity.

MR: Beyond dry sales numbers, how do you gauge a successful car design?

AS: It’s the intangibles that draw people to our cars, the sense of ingenuity and optimism, a spirit that is confident and dynamic. We take great pains to make sure that every detail in every model in our portfolio radiates that energy. We’re not just making cool cars. We’re making Cadillacs.

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