I was watching my favorite late-night talk show the other night when I saw the most amusing thing I’d seen in a very long time. No, it wasn’t Craig Ferguson’s “Michael Caine in Space” bit, which is very funny; rather, it was a television commercial I hadn’t seen before.
Except that it wasn’t supposed to be funny.
It was an advertisement for the new Cadillac Escalade Hybrid. Excuse me? Cadillac Escalade Hybrid? They’re making a luxury sport utility vehicle (yes, I said luxury SUV) you won’t have to spend as much on for gas? That’s kind of like booking a penthouse suite at the Plaza and not opening the $16.99 bag of Godiva-covered macadamia nuts.
I mean, isn’t the whole point of owning an Escalade to show everybody how much money you have? And isn’t part of that conspicuous consumerism the ability to flaunt being at the gas pump smugly reading Cigar Aficionado as the “total sale” readout pole-vaults over the triple-digit mark as everyone else around you wrings their hands and gnashes their teeth in disbelief at how little gas you can buy for twenty bucks?
But I guess for rich people, who, sadly for them, I guess, have become somewhat looked down upon by the rest of us slobs, it’s no longer enough. They get sidelong glances from the rest of us at the gas pumps as they lean carefree against their gleaming black mobile palaces. They get eye rolls from us as they saunter by in their oversized Paris Hilton-style sunglasses, iPhone in one hand, Starbuck’s non-fat half-caf extra whip iced mocha latte in the other. (Wow…I’ve never ordered anything from Starbuck’s before…I just made that up…somebody should check to see if they actually have something like that on their menu!) We groan quite audibly when they talk about their “busy” day dropping the kids off at cello lessons and lacrosse practice, picking up a pre-school entrance exam/application, going for a mani-pedi, shopping at Von Maur, and then—can you believe this—the cello instructor ended the lesson ten minutes early and they had to go pick up the 6-year old (who, naturally, called from her own cell phone) before they were able to pick up the dry cleaning.
So the rich needed something to put them back on top, where they deserve to be, dammit, where they’ve been admired and envied since the first well-to-do Neanderthal family could afford to have someone else sweep out their cave. And because there is nothing more admirable and buzzworthy right now than social responsibility, some twerp in sales and marketing at GM made the connection that, hey, what could be more awesomer than a socially responsible rich person? Enter the Escalade Hybrid. Problem solved.
Think about it—it’s the ultimate “fuck you” to everyone else. We’re rich, and we’re saving the planet. We could spend our money on gas, but we won’t. Now you have nothing to criticize us for. You can love—and more importantly—admire us again.
I guess I’m not sure what I’m really saying about all this nonsense. I guess I just found it funny that there was even a need for this vehicle, that it was important enough to enough rich people that Cadillac had to make an Escalade that saved on gas. But really, as I try to think of a way to wrap up these thoughts, all I’m feeling is sadness and disgust that I can’t provide for my family much in the way of groceries this week, while some fuck gets to feel better about himself because he can spend 60 k to save a few gallons of gasoline here and there.
Except that it wasn’t supposed to be funny.
It was an advertisement for the new Cadillac Escalade Hybrid. Excuse me? Cadillac Escalade Hybrid? They’re making a luxury sport utility vehicle (yes, I said luxury SUV) you won’t have to spend as much on for gas? That’s kind of like booking a penthouse suite at the Plaza and not opening the $16.99 bag of Godiva-covered macadamia nuts.
I mean, isn’t the whole point of owning an Escalade to show everybody how much money you have? And isn’t part of that conspicuous consumerism the ability to flaunt being at the gas pump smugly reading Cigar Aficionado as the “total sale” readout pole-vaults over the triple-digit mark as everyone else around you wrings their hands and gnashes their teeth in disbelief at how little gas you can buy for twenty bucks?
But I guess for rich people, who, sadly for them, I guess, have become somewhat looked down upon by the rest of us slobs, it’s no longer enough. They get sidelong glances from the rest of us at the gas pumps as they lean carefree against their gleaming black mobile palaces. They get eye rolls from us as they saunter by in their oversized Paris Hilton-style sunglasses, iPhone in one hand, Starbuck’s non-fat half-caf extra whip iced mocha latte in the other. (Wow…I’ve never ordered anything from Starbuck’s before…I just made that up…somebody should check to see if they actually have something like that on their menu!) We groan quite audibly when they talk about their “busy” day dropping the kids off at cello lessons and lacrosse practice, picking up a pre-school entrance exam/application, going for a mani-pedi, shopping at Von Maur, and then—can you believe this—the cello instructor ended the lesson ten minutes early and they had to go pick up the 6-year old (who, naturally, called from her own cell phone) before they were able to pick up the dry cleaning.
So the rich needed something to put them back on top, where they deserve to be, dammit, where they’ve been admired and envied since the first well-to-do Neanderthal family could afford to have someone else sweep out their cave. And because there is nothing more admirable and buzzworthy right now than social responsibility, some twerp in sales and marketing at GM made the connection that, hey, what could be more awesomer than a socially responsible rich person? Enter the Escalade Hybrid. Problem solved.
Think about it—it’s the ultimate “fuck you” to everyone else. We’re rich, and we’re saving the planet. We could spend our money on gas, but we won’t. Now you have nothing to criticize us for. You can love—and more importantly—admire us again.
I guess I’m not sure what I’m really saying about all this nonsense. I guess I just found it funny that there was even a need for this vehicle, that it was important enough to enough rich people that Cadillac had to make an Escalade that saved on gas. But really, as I try to think of a way to wrap up these thoughts, all I’m feeling is sadness and disgust that I can’t provide for my family much in the way of groceries this week, while some fuck gets to feel better about himself because he can spend 60 k to save a few gallons of gasoline here and there.
2 comments:
"Cadillac expects the Escalade Hybrid to deliver 50 percent better fuel economy in city driving and between 20 and 25 percent better fuel efficiency on the highway. The current gas-powered Escalade returns 12 miles per gallon in the city, which means that the Escalade Hybrid could get around 18 mpg in city driving. That’s about as efficient as small to midsize luxury sedans with six-cylinder engines.
"Those estimates are conservative, says David Caldwell, a Cadillac spokesperson. In city driving, the new Escalade Hybrid will get "very close to 20 mpg — and perhaps right at 20," he says.
"On the highway, the standard Escalade gets 18 mpg with four-wheel drive, and 19 mpg with rear-wheel drive, which would put the hybrid version's estimated highway mileage in the 21–24 mpg range."
They aren't going to be getting anything near the mileage we'd like to see them get. We can still call them on their gas guzzling ways. You see there is more to this than just having Hybrid technology.
Seriously, I tend to chuckle when I see these huge vehicles touting hybrid as their calling cards. The benefit of this technology has not been enough to justify the cost. Maybe that is just the sour grapes coming out of my jealous mind. Maybe it is something a little more insidious. I don't know.
I forgot to reference the quote - forbesauto.com
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