Autonews: GM Seeks Global Input For Future Cadillac

[megeebee]

GM seeks global input for future Cadillacs


Rick Kranz

Automotive News | January 28, 2008 - 12:01 am EST


DETROIT — In yet another attempt to turn Cadillac into a successful global brand, General Motors this year will take a group of designers to China, Russia and other countries to learn what it might take to get BMW and Mercedes-Benz buyers behind the wheel of a Cadillac.

This is a major change in product-development strategy for GM. Generally speaking, today's Cadillacs are developed for North American buyers, then sold in other markets.

"What we see happening in China is profound in terms of how quickly and exponentially the growth is happening," said Clay Dean, Cadillac's new global design director. "The luxury market is going to be big in China. It isn't big there yet, but it will be big in the first- and second-tier cities."

Leaders from GM's Asia Pacific regions met Jan. 17 with GM management in Detroit to discuss Cadillac's potential in China. Dean said Cadillac's product portfolio was a key topic.

A rear-drive large sedan debuting around 2011 or 2012 will be the first Cadillac developed for a global customer instead of a North American buyer, said Dean. That sedan is expected to replace the STS and DTS and compete with the Mercedes-Benz E class and BMW 5 series.

"When we look at our direct competitors — BMW, Mercedes and Audi — they are global brands," Dean said.

Particularly in terms of vehicle size, he said: "They have product that is acceptable and more appropriate around the world. We have a North American portfolio."

Trying to sell U.S.-oriented vehicles globally has been a dismal failure for Cadillac. Last year Cadillac said it sold 15,722 vehicles outside North America, up from 9,581 in 2006. In 2007, 7,022 Cadillacs were sold in China, the No. 3 market for Cadillac behind Canada. Cadillac sold 3,023 vehicles in Europe and 1,485 in Russia last year.

Sales of the BLS, a mid-sized sedan and wagon sold in Europe, have been disappointing. GM plans to add a small rwd sedan that will replace the BLS around 2010 and be targeted at the BMW 3 series. A small all-wheel-drive crossover inspired by the Provoq concept also is planned.

But Dean said those vehicles will arrive before the new vehicle development strategy takes effect.



SOURCE: http://www.autonews.com/apps/pbcs.dl...plate=printart

[mgescuro]

Originally Posted by megeebee

In yet another attempt to turn Cadillac into a successful global brand, General Motors this year will take a group of designers to China, Russia and other countries to learn what it might take to get BMW and Mercedes-Benz buyers behind the wheel of a Cadillac.

This is a major change in product-development strategy for GM. Generally speaking, today's Cadillacs are developed for North American buyers, then sold in other markets.

OH MY ****ING GOD!!!!!

DID GM JUST REALIZE THIS?????? I have continually stated "Sell to America... but Build for the world!!!"

I seriously need to run Cadillac. There's got to be so much bull**** running rampant within that division!!

Why doesn't <Insert Cadillac model here> sell well in <insert foreign country here>??
Well, because the damn car is built for Americans. And only Americans are interested in buying American cars. Whereas, Americans are more than willing to adapt to a global car with global sensibilities.

CTS will compete with the 5-series everywhere else in the world -- not matter what Cadillac THINKS it might compete with. CTS is not completely ready to compete with the 5-series.
This is why BLS is SOOOOOOOO important for Cadillac!! Don't screw it up!!! Screw the media thinking that Cadillac doesn't need a 21st century Cimmarron!! The media just doesn't get it!!

SO BUILD A CAR MEANT FOR THE WORLD AND SELL IT AROUND THE WORLD!!
Better late than never Caddy...

[Bravada]

Ummm... no... Cadillac should try to start where their forte is rather than break into the market where competition is the toughest. To most people around the world, a Cadillac is a huge American luxury car, not a 3er equivalent, why not build upon that? Markets such as China or Russia are naturally open to accept more "new" in the luxury classes than the conservative Europe, so I'd bet on that.

I agree an STS/SLS/DTS replacement would be a good way to start - after all, Lexus started with making a splash with the LS, and only later downsized. When they proved they can build a super luxury car, nobody doubted they can build "lesser" cars.

Secondly - Marc, you're right. The CTS is already a 5er competitor, size-wise and all. There's no point denying that, just hone the car so it's up to par.

Third - leave the compact executive market to SAAB, and perhaps Buick. Cadillac should follow the Mercedes, or Lexus for that matter, route. First establish themselves as a large, luxury carmaker and only then downsize and downgrade.

Well, I know it all might be hard with the new CAFE, but perhaps it will mean Cadillac needs to get more popular worldwide and more exclusive in North America. Both are positive to me, actually.

[asrapid]

Originally Posted by megeebee

GM seeks global input for future Cadillacs


Rick Kranz

Automotive News | January 28, 2008 - 12:01 am EST


DETROIT — In yet another attempt to turn Cadillac into a successful global brand, General Motors this year will take a group of designers to China, Russia and other countries to learn what it might take to get BMW and Mercedes-Benz buyers behind the wheel of a Cadillac.


A rear-drive large sedan debuting around 2011 or 2012 will be the first Cadillac developed for a global customer instead of a North American buyer, said Dean. That sedan is expected to replace the STS and DTS and compete with the Mercedes-Benz E class and BMW 5 series.

Particularly in terms of vehicle size, he said: "They have product that is acceptable and more appropriate around the world. We have a North American portfolio."

Sales of the BLS, a mid-sized sedan and wagon sold in Europe, have been disappointing. GM plans to add a small rwd sedan that will replace the BLS around 2010 and be targeted at the BMW 3 series. A small all-wheel-drive crossover inspired by the Provoq concept also is planned.

Well they have to change perception of European buyers if they wan't to successed. And put more diesel engines in their cars. Also i hope they don't copy german trio in design.I don't like their design.Cadillac will have hard time in Europe. They should also look at Alfa Romeo as opponent not just germans because soon Alfa will also go rwd, they have exellent design, very good handling and performance and probably will have v8 engines in their cars in future.

[mgescuro]

Originally Posted by Bravada

Ummm... no... Cadillac should try to start where their forte is rather than break into the market where competition is the toughest. To most people around the world, a Cadillac is a huge American luxury car, not a 3er equivalent, why not build upon that? Markets such as China or Russia are naturally open to accept more "new" in the luxury classes than the conservative Europe, so I'd bet on that.

Well... because the "huge American luxury car" is passe. That's why.
Cadillac can't build the large floaty cars and expect people to buy them. That time has passed.

Originally Posted by Bravada

I agree an STS/SLS/DTS replacement would be a good way to start - after all, Lexus started with making a splash with the LS, and only later downsized. When they proved they can build a super luxury car, nobody doubted they can build "lesser" cars.

LS was Lexus' attempt to compete with S-Class. Of course, it didn't manage to compete with S-Class until the 4th generation LS, but the car had already built quite the reputation for itself.

Originally Posted by Bravada

Secondly - Marc, you're right. The CTS is already a 5er competitor, size-wise and all. There's no point denying that, just hone the car so it's up to par.

Yup. It will be fine, once CTS is brought up to par.

Originally Posted by Bravada

Third - leave the compact executive market to SAAB, and perhaps Buick. Cadillac should follow the Mercedes, or Lexus for that matter, route. First establish themselves as a large, luxury carmaker and only then downsize and downgrade.

I believe both can co-exist in the same market with 2 different purposes.

[bcjohnso99]

My American friends...

How does it feel to have the premier American Luxury brand say that American tastes are inferior to those of the Chinese and Russians?

I guess the size of the emerging economies means that the American market and the tastes of Americans will be less significant over time.

[mgescuro]

Originally Posted by bcjohnso99

My American friends...

How does it feel to have the premier American Luxury brand say that American tastes are inferior to those of the Chinese and Russians?

I guess the size of the emerging economies means that the American market and the tastes of Americans will be less significant over time.

It's just reality. And it hurts.
I made the case a while back that there is really no such thing as "American Luxury" anymore.
What was once considered "American Luxury" has all but faded away, supplanted by a Euro-hybridized version of luxury.

Luxury in Asia is also based on European styles and designs, but with an Asian flair.

[1G6]

It means I won't buy any new Cadillacs built with this philosophy in mind.

GM, take your 'global sensibilities' and shove them up your ass.

[2002 Caddy]

Originally Posted by megeebee

A rear-drive large sedan debuting around 2011 or 2012 will be the first Cadillac developed for a global customer instead of a North American buyer, said Dean. That sedan is expected to replace the STS and DTS and compete with the Mercedes-Benz E class and BMW 5 series.

To me the most depressing part of this was the 2011/12 announcement. Wasn't the STS replacement supposed to get here 2009/10? So Cadillac is delaying the new STS 2 more years... Lets see in Cadillac showrooms you have the CTS, the CTS, and then there is the new CTS. How can ANY car maker survive with only ONE successful model.

Yes I know the STS, the XLR, SRX and Escalade are there too. Not counting the Escalade... Not much else is selling...

[mgescuro]

Originally Posted by 1G6

It means I won't buy any new Cadillacs built with this philosophy in mind.

GM, take your 'global sensibilities' and shove them up your ass.

Cadillac's global strategy will alienate more "traditional" buyers; however, in the process, Cadillac will attract new buyers -- buyers more concerned with a high-quality luxury, high level of image and prestige, and an uncompromising ride not found on American cars.

This is exactly where Cadillac WAS headed in 2001 before things got all screwy in 2005-ish.

Cadillac needs to alienate its traditional buyer base in order to establish a new class of buyer.

It is risky, but it is the only way Cadillac will ever grow to reclaim its stature.

Originally Posted by 2002 Caddy

To me the most depressing part of this was the 2011/12 announcement. Wasn't the STS replacement supposed to get here 2009/10? So Cadillac is delaying the new STS 2 more years... Lets see in Cadillac showrooms you have the CTS, the CTS, and then there is the new CTS. How can ANY car maker survive with only ONE successful model.

Yes I know the STS, the XLR, SRX and Escalade are there too. Not counting the Escalade... Not much else is selling...

Well, I understood that the DT7 is still due 2009-10? That's the STS/DTS replacement.
2011-12 is the estimated date for the Cadillac S-Class competitor? And if that car is the first true car to have the global market in mind, I'd be just fine with that.

I would also target the Asian luxury markets with that car with an unprecedented advertising blitz. Can you image the large flashing signs of this car in the Ginza? Or in Hong Kong? Shanghai? Singapore?
Cadillac should establish 1-2 dealership boutiques in each of these 4 cities -- more luxuruious than the ones in China. And then display the Cadillacs as if they were works of art. I will guarantee more than 10,000 sales of the super-sedan in these 4 cities alone.

If Cadillac can put the image and prestige backing behind these next generation Cadillacs, they will have no problem globally.

It might sound like a money losing proposition, but if Cadillac can do the same marketing campaign in the US coastal areas, they should be able to support the international push.

[Mikkoo]

Obviously Cadillac has the wrong formula for the international market. At least they finally
realize that their designs have to be polarizing and make a bold statement. Did the
rebadged Saab really have a chance here in Europe? Obviously it was handicapped from
the beginning. It wasn't special in any category. Ride dynamics, styling, and engineering,
were at best average. While the " All New" CTS is a huge step in the right direction,
will it go far enough to catch on here in Europe? Probably not. The RWD BLS due out
in 2010, must have small displacement turbocharged gasoline and diesel variants.
It must have much bolder styling than the current BLS, alone with far better driving
dynamics, which it should due to it becoming RWD. The engineering must be first rate
too. I've seen more SRS Cadillac's on the road here in Finland, verses BLS and CTS.
Which shouldn't be the case with fuel hovering around $7.00 per gallon. Which shows
me that Cadillac continues to be a small market niche player here.

I agree that study groups from within Cadillac need to look at the world market, to see
first hand why they have been a small niche market player outside of North America.
Given the current situation, they really have no other recourse. Otherwise, they might
as well just pull the plug on international sales.

[Docray1]

Originally Posted by 2002 Caddy

To me the most depressing part of this was the 2011/12 announcement. Wasn't the STS replacement supposed to get here 2009/10? So Cadillac is delaying the new STS 2 more years... Lets see in Cadillac showrooms you have the CTS, the CTS, and then there is the new CTS. How can ANY car maker survive with only ONE successful model.

Yes I know the STS, the XLR, SRX and Escalade are there too. Not counting the Escalade... Not much else is selling...

The STS gets dropped after the 2009 model year, though the car may still be produced into late 2009 or even 2010. The DTS will be built thru the 2010 model year and may continue as a 2010 model into late calendar year 2010. The DT7 is slated to start production in late 2010 or early 2011 and likely will be a 2012 model year car, though some delays in finalizing design and engineering details could delay it longer. The CTS coupe and wagon will still be available and the alpha small car as well as the small crossover will also be available by then, as will the refreshed XLR and Escalade models.

[Bravada]

Well... because the "huge American luxury car" is passe. That's why.

Tell it to the people queueing up for the 300C around the world.

Of course, it didn't manage to compete with S-Class until the 4th generation LS

Well, many people switched anyway.

I believe both can co-exist in the same market with 2 different purposes.

I believe the fish and the human being can co-exist peacefully.

More seriously - GM still hasn't got what it takes to crack this market even once, so spreading thin to try to attack it two ways is not the best solution IMHO. It pains me how GM is the world's largest automaker, yet it lets so many markets/niches/segments go uncovered or barely covered (by weak entries), while competing with itself in others (how many Thetas does the world need?)

At least they finally
realize that their designs have to be polarizing and make a bold statement.

Nope, they have to be nice. Only if you are Mercedes, can you afford to make ugly cars and expect people to still buy them. Audi's recent rise to power is mostly because they realized they have to give people nice cars, even if they are less of a "statement".

How can ANY car maker survive with only ONE successful model.

Cadillac needs to alienate its traditional buyer base in order to establish a new class of buyer.

Nope it does not. It just has to build good cars that don't look awful. It's simple. Less theory, more action.

I've seen more SRS Cadillac's on the road here in Finland, verses BLS and CTS.
Which shouldn't be the case with fuel hovering around $7.00 per gallon.

Assuming SRS is STS, this only goes to show that people want the freakin' big American car! Those who buy the Cadillacs don't really care about fuel prices, they can afford the car AND to fill it up. If they are more budget-oriented, there are far better choices, and there are bound to be. Of course I believe GM once will get their stuff together and will be able to come up with compact executive cars on par with the best, but even so, it will take ages to convince people to switch.

The Lexus IS was a very good proposition from day one, but only in its second generation it is slowly beginning to catch up and is still behind even the lousy taxicab Saab 9-3 in sales numbers. Which also means that even the battered Saab could probably have a better knack at the market if given a competent car.

[Docray1]

Originally Posted by bcjohnso99

My American friends...

How does it feel to have the premier American Luxury brand say that American tastes are inferior to those of the Chinese and Russians?

I guess the size of the emerging economies means that the American market and the tastes of Americans will be less significant over time.

By the way, did anybody take notice that GM's Buick Riviera concept car shown at the NAIAS in DETROIT, MICHIGAN by AMERICAN GM had a CHINESE nameplate prominently visible on its trunklid? Although I personally own both American and foreign cars, I have been a big supporter of GM and our auto industry, as are most people who live in Detroit where the collective failures of the auto industry have resulted in a near economic depression. I was quite disappointed to see that nameplate on display at our premier show where one of the other big issues was the new presence of Chinese automakers like Geely. I know the car was designed there, but it sure came across like a slap in our collective faces to me. Nothing like us abandoning our own ship, huh?

[tkrelston]

Originally Posted by mgescuro

I will guarantee more than 10,000 sales of the super-sedan in these 4 cities alone.

Hum… GM take note, might come in handy as a way to prop up sales!