Robertas Parazitas looks back on a memorable Geneva Salon, and can’t quite decide whether to praise the Cadillac Escala, or rant against the sustained assault on the English language.
The concept is not new, having had its premiere at Pebble Beach in August 2016. It is intriguing on several levels. The design language is a departure from the distinct vocabulary of present Cadillac offerings. Like the Pininfarina H600, the Escala could fit into a number of manufacturers’ ranges: Jaguar, Lexus, DS.
It’s also a hatchback. Most will refer to the Audi A7, I’m thinking of the Rover SD1.
The Escala’s V8 is not much bigger than the Rover’s; 4.2 litres, but with two turbochargers gives 500bhp. Reports suggest that the Escala is a serious production prospect, with much depending on whether a case can be made for a non-SUV larger – but not massively so – than the CT6, currently the largest Cadillac saloon. If it happens, expect more pillars than the show car.
And so to the bizarre curse of “Bubblegum English” – that’s not my term, it was explained to me some time ago by a German acquaintance and seems to be widely used. The expression “Bubblegum English” is vastly more expressive and precise than “Dare Greatly”. Does anyone “Dare Mildly”?
Oriental tourists’ T-shirt English and social media doggerel are perniciously taking over the world, and it’s hard to excuse Cadillac who, dammit, are from an English-speaking nation.
Elsewhere we had Infiniti’s “Empower the Drive”, VW’s “Think New about the all-new Tiguan Allspace”, Audi’s #untaggable, and Mitsubishi’s well-worn “Drive@Earth”.
I’m not even English, but I’m beginning to think there needs to be some sort of syntactic Euro 6 to control this linguistic pollution…