[mgescuro]

My Vision of Cadillac (Redux)
... another commentary by mgescuro ...

This is the thread I’ve been wanting to do for some time. My original vision of Cadillac has had some time to sink in, but it’s about time to revisit it and tweak as necessary.

So what exactly is Cadillac?
Quite simply, Cadillac is the premiere American luxury automaker. Cadillac established the standard for what luxury cars could and should be. Cadillac led with automobile innovations and technology. Cadillacs had unabashed style and image. They coined the phrase the “Standard of the World” and no one batted an eye because there was no way to really challenge that statement. But Cadillac lost its way. It moved towards being generic, relying on its name to keep them afloat until that name became synonymous with “old,” “unappealing,” and a “bad joke.”

Cadillac has not only lost its way, but its image as a respectable luxury brand. It is fraught with inconsistent product, and a lack of focus and direction. And due to a cash crisis at GM, it no longer has the financial means to truly realize its goal. Make no mistake, the so-called Cadillac Renaissance, that was meant to bring a new age of Cadillacs to the masses is a failure. It has failed in its goals to establish Cadillac as a leader and has failed to do anything about Cadillacs still faltering image. There is more product confusion that ever. At least before the Renaissance, we knew what to expect from Cadillac; now, its product is woefully inconsistent, with its best product not even sold in its home market. What the Renaissance has managed to do is bring forth a new design language, that for the most part, has been executed with varying stages of success.

What does Cadillac need to do? The list is endless.
First and foremost, Cadillac needs focus. What defines a modern Cadillac? What are Cadillacs opportunities in this market? What is a “global” Cadillac?

The ultimate goal for Cadillac is to build a car that matches feature for feature, style for style, luxury for luxury, amenity for amenity, image for image the Mercedes-Benz S-Class. Why? Because the S-Class is the Standard of the World. You don’t become Standard of the World by mimicking Audi or seeing if your car will out run or out corner a BMW.
You become the Standard of the World because your car is better than the Standard of the World.

As in my original “Vision of Cadillac” commentary, Cadillac needs a common baseline:

Standard on ALL Cadillacs:

• Leather Seating
• Power windows, doors, seats, headrests, trunk/hatch release/close
• OnStar
• Bluetooth, iPod and other media access
• Navigation
• Push Button Start
• Advanced forward lighting (projectors with light tubes) / Rear LED with Amber
• Choice of wood or metallic acced: Maple, Blonde Maple, Sapelli, Eucalyptus, Zebrano, Ash, carbon fiber, brushed metal
• Free, 3 years scheduled maintenance

In addition, Cadillac will remain fully customizable.

Dealership Experience

This is the most crucial element of Cadillac’s survival. Cadillac cannot be the Standard of the World when the top XLR is sold next to an Impala.
Cadillac dealerships must be standalone. And each dealership must exude sophisticated and modern luxury. Each dealership should be elegant and comfortable. The dealership should have soft leather chairs and sofas, hardwood floors, displays should have a edgy, modern, feel to emulate the Cadillac A&S look.
Customer service should be priority. They should be treated as a buyer of luxury products. Anything less than a premium experience is inappropriate. Salespeople should be well dressed and look the part of a luxury product salesperson. It is this experience where luxury and the premium nature of Cadillac needs to be brought to the forefront. Cadillac cannot be expected to be a leader in luxury if it doesn’t look, act, or behave like a luxury brand.
Showroom floor should showcase and highlight the Various Cadillacs Sedans, coupes/roadsters, CUV/SUV. This way, you don't have a CTS sitting next to an XLR. You get a contiguous experience.

The Vehicle Lineup

Coupes and Sedans

Compact Luxury (BLS)
This car is the makes up one-third of the core Cadillac lineup.
Not only is it a compact sports sedan, it manages to maintain dignified luxury, instead of the spartan, technical look of the 3-series.
This class should have a sedan, coupe, wagon, convertible, and V-series.

Mid-sized Luxury (CTS)
This car is the next third of the core Cadillac lineup.
Taking the current CTS as a baseline, luxury and amenities need to be improved to match E-Class. Particular care to traditional Cadillac comfort is needed. However, this car will run with the 5-series.
This class should have a sedan, coupe, wagon, convertible, and V-series.

Full-sized Luxury (Fleetwood)
This car is the next third of the core Cadillac lineup.
It replaces STS and DTS from the current stable. This cars amenities should harken back to the true luxury Cadillacs of old. Name the amenity? This car has it. It offers uncompromising luxury and sophistication. It should offer the performance and sophistication of the future Jaguar XJ but remain relatively affordable (like the XJ). And it can compete with the S-Class. But it isn’t an S-Class competitor... or at least a low end S-Class competitor.
This class should have a sedan and coupe and V-series.

Full-sized Luxury (S-Class and Flying Spur/ConGT Competitor)
This is the next product extension for Cadillac. The S-Class competitor. Not only does it offer uncompromising luxury and sophistication, it is the technological tour de force and platform for innovation and first-of-its-kind application. There is nothing you can’t get in this car.
This class should have a sedan and coupe and V-series.

Roadsters

Compact Roadster (SLK Competitior)
A small 2-seat roadster. Great to throw around corners and for weekend jaunts. A good entry level for individuals who want a small, fun roadster, but doesn’t have the cash for a full blown roadster. It is more luxury than sport, but it will have a solid ride and bite into corners nevertheless.
This class will have base and V-series.

Luxury Roadster (XLR)
It continues to share its existence with Corvette. But luxury amenities and technology and customization are taken up a few notches. There is no mistaking XLR for Corvette. Its luxury and sophistication distinguish it from its brash brother. XLR exists to compete with the SL at all levels.
This class will have base and V-series and “Super V” Series. The base will have a V6. It is expected that Super-V will have at bare minimum a Twin-Turbo V12 of 750+ HP.

Exotic Roadster (Cien)
Completely custom vehicle. Production is outsourced to a manufacturer that will hand-build it to order. Target competition are the Italian supercars. Car is expected to run with Veyron and Porsche Supercar.
Base engine is the “Super V” engine found in XLR. Top engine at 850+HP.

Crossovers

Compact Crossover (BRX)
This is the GLK and X3 competitor. It’s a smaller 5-passenger luxury crossover. Standard RWD biased AWD. Great for navigating smaller streets in Europe and American metropolitan areas.

Midsized Crossover (SRX)
This is the X5 and ML competitor. It’s a 7-passed luxury crossover. Standard RWD biased AWD.

Fullsized Crossover (Escalade)
Yes. The Escalade becomes a crossover. It retains its large proportions, but is more efficient about it. It has uncompromising luxury and performance. It’s main target is still Range Rover, and will offer a smaller, 5-passenger version.
Escalade will have a luxury version and a Sport version. And it will have a V-series.

Vehicle Tiers

Platinum Edition:
Custom Order Only
Comprises of: Top Engine Choice + Top Audio/Speaker combo + Suede Headliner + Suede Dash + Custom PE Only Rims + Improved Leather on Seats + Suede Seat Inserts + Custom PE Interior Badging + Silk carpet
Special Key Fob, specific to Platinum Edition -- Made with platinum

Emerald Edition:
Dual-Mode Hybrid System (or EFlex) available across the board.
Special Key Fob, specific to Emerald Edition -- Made with emeralds

V-Series:
All V-series will do 0-60 under 4.5 seconds
Interior accents adds choice of Carbon Fiber or black-dyed wood.
Special, bolstered sport/performance seat option
Custom V-series rims
Custom V-series interior badging
Special Key Fob, specific to V-series -- Made of Carbon Fiber and Gold

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So there you have it. My Vision of Cadillac. (Again)