CARS.COM — Cadillac will use one of its expensive ads in the 2018 Academy Awards broadcast on Sunday to tease its new 2019 XT4 compact SUV. The coming XT4 will have its full unveiling March 27 at an event at Cadillac House, the brand’s headquarters in New York, on the eve of the 2018 New York International Auto Show.
The XT4 is Cadillac’s first-ever entry in the fast-growing market for luxury compact SUVs. Cadillac has been behind the curve with a car-heavy lineup as luxury buyers have pivoted increasingly to fancy SUVs. The XT4 will give Cadillac a third SUV, along with the mid-size XT5 crossover SUV and the big Escalade truck-based SUV.
The car will be featured in one of three Cadillac ads in the show on ABC (8 p.m. EST). The others will include an overall brand ad and another highlighting Cadillac’s Super Cruise driver assistance technology. The Oscars are one of the few non-sports premier live TV events (i.e., watched without skipping the ads). Last year it drew 32.9 million viewers and, unlike many live sports events, 62 percent of the audience comprised women.
While Cadillac in a fifth consecutive year holding the exclusive national auto-advertising rights for the Oscar telecast, Hyundai’s Genesis brand will have a presence for the Oscar weekend and possibly be glimpsed during the Oscar arrivals. As it did last year, the brand has created five lavish custom versions of the big G90 sedan specifically for the Oscars that it will showcase at Academy Awards-related events and use to provide transportation for stars. Cadillac says it will be doing the same with a fleet of its Escalade SUVs and CT6 plug-in hybrid sedans.