So Cadillac is now marketing the Celestiq as a Rolls-Royce killer and selling it for $400,000, which is silly.

No one’s gonna buy it at that price. No one. Cadillac has been selling Celestiq since 2024, even though the first delivery only took place earlier this year.

The only vaguely official figure we have is 25. That's how many we know for sure were sold and delivered.

I’m surprised they sold that many.

The problem is the market is always the first, last and main decider.

There’s no two ways about.

It’s only a good idea if people buy it, or buy into it. Otherwise it’s a silly idea.

Remember BeyondMeat? Great idea, in theory, but if you’re not vegan you want a real burger, and if you’re vegan you probably don’t care much for burger-like food anyway.

Remember when GoPro was a good idea?

Was Jaguar astonishingly tone-deaf rebranding a good idea?

I’m not entirely sure why people sometimes assume the products make the market. It’s always, always the other way around.

People want what they want, and they buy what they buy.

You can spin it, influence it, incentivize it. But ultimately, the customer’s always right. As they say.