The Cruze is doing the same thing Jeep did with the diesel Grand Cherokee a few years ago when it too was relatively testing the market - it has pegged it as a very premium option, with many other miscellaneous options to go with it. A base Cruze is $17,000, it's not the diesel engine alone that makes that version nearly $10,000 more. You get some in the hands of consumers and try and set it up for the future as a desireable premium option.
Why bag on Cadillac, it could transform like Audi did, but it takes time. Audi did not have to go through bankrupcy as a stumbling block. I don't necessarily agree with the extent of Euro lust of its cars tuning, but opinions differ. Make Cadillac just be great and people will come. If it's performance, make it great, if its a smooth ride, make it great but don't dilute one to try and get the "best of both worlds". Just make a stand and stick with it.