General Motors’ Cadillac brand chose to reveal its new CT5 sedan via a social media campaign.
Called “Sensory Symphony,” the campaign, which was launched on Cadillac’s YouTube page and additional social media channels, used a technique called autonomous sensory meridian response (ASMR).
The idea is to stimulate senses, such as a spine-tingling sensation, by focusing on specific sounds, such as the CT5’s exhaust note, audio system and the sound from whisking off the cover during the car’s online reveal.
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The CT5, officially introduced at the 2019 New York International Auto Show, represents a breath of fresh air in some respects, signifying Cadillac’s plans to invest in the sport/luxury sedan segment, instead of focusing on more crossovers and SUVs.
The CT5, which employs Cadillac’s Alpha architecture, will be offered in rear-wheel drive and AWD configurations, with a choice of 2.0-litre Turbo and 3.0-litre Twin Turbo engines, both teamed exclusively with a 10-speed automatic transmission. Aimed at the likes of BMW’s 3-Series, the CT5 will be assembled at GM’s Lansing Grand River plant, which received a $211 million investment to build it.