Cadillac CT6 With Super Cruise Will Start at $71,300

Cadillac just launched a new ad campaign touting the virtues of Super Cruise in their CT6 luxury sedan, calling it the world’s first true hands-free driving system for the highway. Thanks to confirmation from Cadillac’s chief marketing officer Uwe Ellinghaus on Thursday, now we know how much we’ll have to pay for this futuristic, semi-autonomous technology suite.

According to Automotive News, starting this fall Super Cruise will be a $5,000 option on the Premium Luxury trim of the CT6 sedan, and standard equipment on the range-topping Platinum model. That means a CT6 Premium Luxury with Super Cruise will cost $71,300—or you could upgrade to Platinum which starts at $85,290.

Ellinghaus said that Cadillac made Super Cruise standard on the CT6 Platinum because drivers might not know they want the technology until they use it. He hopes that once people experience Super Cruise, they won’t be able to live without it, which will build brand loyalty and keep Cadillac customers coming back. If the implementation in the CT6 goes well, we can expect to see Super Cruise trickle down to the rest of the Cadillac lineup.

This puts Cadillac in about the same price range as a similarly equipped Tesla Model S with Autopilot technology. The difference is that Super Cruise is purportedly truly hands-free, while Autopilot asks you to keep your hands on the wheel while the semi-autonomous tech is engaged.

As for the gas-powered competition, the cheapest Super Cruise-equipped Cadillac CT6 is still cheaper than the base price of most rivals. It’s about on par, price-wise, with the Jaguar XJ, Genesis G90, and Lexus LS, but about $10 grand cheaper than the cost of entry for an Audi A8, BMW 7-Series, or Mercedes-Benz S-Class. You could argue the German flagships are in a different class of luxury than the Caddy, but in a mid- to high-end CT6 you’re still getting quite a lot of semi-autonomous, rear-wheel-drive luxury for the money.