Making Cadillac the "Standard of the World" again

[seeg]

What would it take for Cadillac to be a top luxury player in the European market? Not only that, but what would it take for Caddy to be not only be considered with BMW, Lexus and Mercedes, but considered superior than them... globally?

List and explain your ideas in detail, as well as give some examples.

[Kheiron]

Seeg,

It was very well stated by Moderator Mgescuro in his thread seen here:My Vision of Cadillac

I hope this answers your question. I have similar thoughts to this 'vision of Cadillac' and it's sad GM has not implemented these "Necessary" changes.

Text of his thread below:
My "dream" lineup? So I really have no choice but to answer, right?? I answered in the thread, but I felt that this deserves to be a full-fledged article in its own right.

First one has to ask one's self:
-- "What are Cadillac's opportunities in this market?"
-- "What is a global Cadillac really like?"
-- "What does Cadillac need to do to step out of the box and reall, truly gun for 'Standard of the World'?"

So, below is my vision of Cadillac, if I were in charge of Cadillac.
I firmly believe, that this complete vision can be implemented in a rigorous, 10 year plan.

Let's start with a common baseline for all Cadillacs.

Standard on ALL Cadillacs:
-- Leather Seating
-- Power windows, doors, seats, headrests, trunk/hatch release/close
-- OnStar
-- Bluetooth, iPod, AUX, DVD
-- Navigation
-- Push Button Start
-- Adaptable front headlights / Rear LED with Amber
-- Choice of wood: Maple, Blonde Maple, Sapelli, Eucalyptus, Zebrano, Ash
-- Free, 3 years scheduled maintenance (Saab has the damned thing, why not Caddy?)

ALL Cadillacs will remain fully customizable by the customer in any shape or form. (This isn't a feature known to most Cadillac customers, but it does exist. I've known about, since a Cadillac dealer told my aunt, they could customize a 4-door Allante for her, should she want one.)

Dealership Experience:
-- All dealerships are to be stand-alone, or coupled with another premium GM brand (Saab, Hummer). If coupled, distinct and separate showroom floors should be used.
-- All dealerships should focus on the customer experience first and foremost and be treated in a "premium" manner. For example, if you walk into a Saks or a Bloomingdales, the service is impeccable, the salespeople are well dressed, and the surroundings are high class. The same should be done at a Cadillac dealership. Salespeople shoudl be well-dressed and focused on the customer experience. Perhaps take notes from Saturn.
-- All dealerships should be built to similar specs with a unified look and feel: elegant, comfortable, soft leather chairs and sofas, hardwood floors, displays should have a edgy, modern, feel to emulate the Cadillac A&S look.
-- 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.

And now... on to the vehicles....

-------------------------

CARS
ATH/ATH4/ATH-V -- A-Series Touring Hatch (Europe, Asian, African markets only)
-- $25,000-40,000
-- Sub-Compact Hatch
-- RWD / AWD
-- Engine: Diesel, EcoTec
-- HP: 120-250HP
-- Main Competitor(s): Audi A3

BTS/BTS4/BTS-V -- B-Series Touring Sedan (Global)
-- $30,000-50,000
-- Compact Sedan
-- RWD / AWD
-- Engine: Diesel, EcoTec, HF w/ DI
-- HP: 140-420HP
-- Main Competitor(s): BMW 3, Mercedes C, Audi A4, Lexus IS, Infiniti G, Jaguar X-Type

BTE/BTE4 -- B-Series Touring Estate (Global)
-- $30,000-40,000
-- Compact Wagon
-- RWD / AWD
-- Engine: Diesel, EcoTec, HF w/ DI
-- HP: 140-420HP
-- Main Competitor(s): BMW 3 Touring, Mercedes C, Audi A4 Avant

CTS/CTS4/CTS-V -- C-Series Touring Sedan (Global)
-- $39,000-62,000
-- Mid-Sized Sedan
-- RWD / AWD
-- Engine: Diesel, HF w/ DI, UltraV8
-- HP: 180-520HP
-- Main Competitor(s): BMW 5, Mercedes E, Audi A6, Lexus GS, Infiniti M, Jaguar XF

CTC/CTC4/CTC Cabriolet/CTC4 Cabriolet/CTC-V -- C-Series Touring Coupe (Global)
-- $43,000-68,000
-- Mid-Sized Coupe and 2+2 convertible
-- RWD / AWD
-- Engine: Diesel, HF w/ DI, UltraV8
-- HP: 180-520HP
-- Main Competitor(s): BMW 6, Mercedes CLK, Audi A5

CTE/CTE4/CTE-V -- C-Series Touring Estate (Global)
-- $50,000-60,000
-- Mid-sized Wagon
-- RWD / AWD
-- Engine: Diesel, HF w/ DI, UltraV8
-- HP: 180-520HP
-- Main Competitor(s): BMW 5, Mercedes E, Audi A6 Avant

STS/STS4/STS-V -- S-Series Touring Sedan (Global)
-- $65,000-100,000
-- Full-sized Coupe-like Sedan
-- RWD / AWD
-- Engine: Diesel, UltraV8
-- HP: 280-625HP
-- Main Competitor(s): Mercedes CLS, Maserati Quattroporte

FTS/FTS4/FTS-V -- F-Series Touring Sedan (Global)
-- $70,000-100,000
-- Full-sized Sedan
-- RWD / AWD
-- Engine: Diesel, HF w/ DI, UltraV8
-- HP: 280-625HP
-- Main Competitor(s): BMW 7, Mercedes S (Low end), Audi A8, Jaguar XJ, Lexus LS, VW Phaeton, Infiniti Q

FTC/FTC4/FTC-V -- F-Series Touring Coupe (Global)
-- $70,000-100,000
-- Full-sized Coupe
-- RWD / AWD
-- Engine: Diesel, UltraV8
-- HP: 280-625HP
-- Main Competitor(s): Mercedes CL

ULS/UTS/ULS4/UTS4/UTS-V -- U-Series Luxury/Touring Sedan (Global)
-- $120,000-200,000
-- Full-Sized Personal Limo Sedan
-- RWD / AWD
-- Engine: UltraV8, Northstar XV12 (or comparable)
-- HP: 450-700HP
-- Main Competitor(s): Mercedes S (high end), Bentley Flying Spur

UTC/UTC4/UTC-V -- U-Series Touring Coupe (Global)
-- $120,000-200,000
-- Full-Sized Personal Limo Coupe
-- RWD / AWD
-- Engine: UltraV8, Northstar XV12 (or comparable)
-- HP: 450-700HP
-- Main Competitor(s): Bentley Continental GT

GLR/GLR-V -- G-Series Luxury Roadster (Global)
-- $40,000-50,000
-- Compact Luxury Roadster
-- RWD
-- Engine: HF w/ DI, UltraV8
-- HP: 255-380HP
-- Main Competitor(s): Mercedes SLK, Porsche Boxster

XLR/XLR-V -- X-Series Luxury Roadster (Global)
-- $80,000-110,000
-- Mid-sized Luxury Roadster
-- RWD
-- Engine: UltraV8
-- HP: 380-625HP
-- Main Competitor(s): Mercedes SL, Jaguar XK, Porsche 911, Lexus SC

ZER -- Z-Series Exotic Roadster (Global)
-- $130,000
-- Exotic Roadster
-- RWD
-- Engine: Mid-engine, V12
-- HP: 750HP
-- Main Competitor(s): Mercedes SLR, Audi R8, Lexus LF-A, Porsche 911 GT3

CROSSOVER/SUV
BRX/BRX4 -- B-Series Reconfigurable Crossover (Global)
-- $32,000-40,000
-- 5-seat, compact crossover
-- RWD / AWD
-- Engine: Diesel, EcoTec, HF w/ DI
-- HP: 140-280HP
-- Main Competitor(s): BMW X3, Mercedes GLK, Audi Q5

SRX/SRX4 -- S-Series Reconfigurable Crossover (Global)
--$40,000-52,000
-- 5/7-seat, mid-sized crossover
-- RWD / AWD
-- Engine: Diesel, HF w/ DI, UltraV8
-- HP: 210-380HP
-- Main Competitor(s): BMW X5, Mercedes R, Mercedes ML, Audi Q7, Lexus GX, Lexus RX

Escalade/Escalade4/ESV/ESV4/EXT/EXT4 -- (Global - Escalade & Escalade4 Only)
-- $58,000-100,000
-- 6/8-seat, full-sized sport-utility vehicle
-- RWD / AWD / 4WD option
-- Engine: UltraV8
-- HP: 420HP
-- Main Competitor(s): Land Rover Range Rover, Mercedes GL, Lexus LX, Lincoln Navigator

-------------------------

Platinum Edition:
-- Custom Order Only
-- Available on C, E, F, U, X, Z
-- Comprises of: Top Engine Choice + Top Audio/Speaker combo + Suede Headliner + Suede Dash + Custom PE Only Rims + Improved Leather Seats + Suede Seat Inserts + Custom PE Interior Badging + Improved Wood choice
-- Special Key Fob, specific to Platinum Edition -- Made of Platinum

Emerald Edition:
-- Dual-Mode Hybrid System available across the board except on Z.
-- Special Key Fob, specific to Emerald Edition -- Made with Emeralds

V-Series:
-- 1 High-performance variant per line, except Crossovers and SUVs, and Z.
-- All V-series will do 0-60 under 5 seconds
-- Interior accents adds choice of Carbon Fiber or black-dyed wood.
-- Special, bolstered sport/performance seats
-- Custom V-series rims
-- Custom V-series interior badging
-- Special Key Fob, specific to V-series -- Made of Carbon Fiber and Gold

[FenwickHockey65]

^^^ Good plan right there.

[mgescuro]

In short? A friggin' miracle.

Ultimately, what it boils down to is product.
What Cadillac is doing today is so inconsistent, it is synonymous to flailing in the wind.

Cadillac needs to understand that the luxury market isn't just about volume. It isn't just about leather. It isn't about HD Nav systems. It isn't just about sapele wood trim. It's about image of the car. It's about the image you project when you're with the car. It's about perception.

Are Cadillacs supposed to be sold next to Chevrolets? What does that do to an image? Well, it degrades it. It cheapens the image.

Now down the product.
How does it look like when a CTS is large enough to compete with a 5-series, but Cadillac insists it compete with a 3-series? Well, it's too large to run with the 3 series. And it's not fully equipped to compete against the 5-series because Cadillac cut corners in order to price against the 3-series?

How does Cadillac compete with the SL with an XLR that has no improvements with its overall packaging?
How does Cadillac compete with the X5 with a FWD platform gen2 SRX?
Does Cadillac need a blingmobile Escalade? Or is Cadillac willing to do what it takes to compete with Range Rover?
Where is the 7-series and S-class competitor? Why do we get a DT7 that is the size of an A8, but just a few steps below it?
Where is the true 3-series competitor?

The reality of it is, $6 billion later, Cadillac doesn't have the correct products necessary to compete on the global stage.
It's best effort is CTS. But ultimately, it is only competitive with 528 and 535. BMW offers interior improvements, options, and upgrades and the 550.

Cadillacs need to start taking their products and their image seriously; otherwise, no one -- Europeans, Asians, or Americans -- will take them seriously.
What a true global Cadillac will be is a Cadillac that is able to compete with global luxury cars in design, materials, packaging, and true to American luxury ideals, without making it look cheap, 2nd class, and ultimately unluxurious.

Check my "Vision of Cadillac" for something I wrote up a while back. Much of it is still relevant to what I believe Cadillac should be... and needs to be...
My Vision of Cadillac

[goblue]

I agree with much of what mgescuro said, but it doesn't need to be near that complicated. The first tenet to remember is once you leave California, one learns that people actually want to buy American, and will favor it - provided its equal to its competition, ie it doesn't have to be dramatically better. So, how do you do it?

Product: The new CTS is something of a bargain, its very close to being able to compete with the 5 series, in some peoples' minds, it already does but costs a lot less. Its missing a few things. Basically, use that car as a model and scale it to the others. Once you have some traction, position the cars relative to their competitors - that means, for example, making the CTS cost more with more standard features and options.

Efficiency: Recognize that even buyers of 80K vehicles are fuel price conscience, so - rolling out e-flex versions of everything possible is key. The Escalade needs to become standard with the hybrid system and take a drop - yes you read that right, a drop in base power for fuel economy. It needs to hit 25-30 combined to be relevant in a few years. A 3 row crossover should be added, and should have been named SRX. The best idea I've ever heard on this site about Cadillac is the emerald series of hybrids. Every vehicle needs this option and now.

Experience: Reduce the number of dealerships in urban areas. Yes - thats right, by doing this you will have the ability to make what's remaining new, exciting, and desirable. In smaller cities its not such a big deal as the clientele is less demanding.

In short, lets discuss making Cadillac equal to the best first. It can be done - and it won't take a miracle. They already have proven they can build a fantastic vehicle - one at least on par with the competition and in many ways class leading. If that phrase applied to the entire lineup, this thread wouldn't exist.

[Bravada]

The first tenet to remember is once you leave California, one learns that people actually want to buy American, and will favor it

When you leave California, it means you're on a plane to Asia-Pacific. In short - Cadillac already does OK in the US, but does not at all elsewhere, and THAT is what we're discussing here.

Its missing a few things.

A "standard of the world" car can't "miss a few things".

Efficiency: Recognize that even buyers of 80K vehicles are fuel price conscience, so - rolling out e-flex versions of everything possible is key.

E-flex is, at present, inefficient and can lead to increased fossil fuel consumption. Not that it matters, but hybrid would be the way to go for the environmentally obsessed.

In smaller cities its not such a big deal as the clientele is less demanding.

A "standard of the world" company should provide the same high standards to everybody and everywhere. Goblue basically summed up GM's "so so" thinking, which is what keeps Cadillac tied to the USDM market.

ANYHOO

Marc is basically right - he has a good understanding of the luxury vehicle market, obviously.

What should be emhasized:

Top class and quality isn't in standard features or free service. Mercedes, Audis and BMWs charge you for every nice extra (in Europe), come with cloth interiors (I don't understand the infatuation with leather, it is hard to take care of, slippery and stinks), and cost gazillions to service (which is where they actually make money, remember GM has to as well).

That said, even if you get into a bare-bones Audi or BMW (Mercedes not so anymore), you get great materials, even if they're plastic-on-plastic, excellent fit and finish, great ergonomics and design, and a wonderful driving experience even if it's a 1.6 with a manual. That is what really sets a premium brand apart from the "standard folk" - that even when you strip it off the extras, they are still "premium".

Secondly, for Mercedes, Jaguar etc. the smaller cars are only ways to make money on the cachet created by the good old large luxury cars. The Mercedes C-Klasse was possible only because the S-Klasse continued to be the "standard of the world" in many ways (in BMW's case it's different - the 3er does much of the brand-building, but it is because of their heritage, which is markedly different than Cadillac's).

Also, BMW and Mercedes don't have other brands to cover the "smaller" bases for them - MINI and Smart can only reach just as high up as they do/did. GM has a lush portfolio of brands which will perfectly take care of e.g. the compact executive market. Cadillac should first concentrate on their large cars, which are rather regrettable ATM, than try to become another BMW without right credentials.

[mgescuro]

Originally Posted by goblue

The best idea I've ever heard on this site about Cadillac is the emerald series of hybrids. Every vehicle needs this option and now.

My reasoning behind that is I feel the whole "Hybrid" moniker and cartoony logo is inappropriate for Cadillac.



The question is, what is green and can be considered luxurious and special and unique for Cadillac? Well... Emeralds.

Thematically matching what Cadillac is doing with "Platinum Edition," Cadillac can create "Emerald Edition" Cadillacs, in which every member is a Hybrid. No more BAS, BAS+, 2-Mode, E-Flex.
When you say, "I drive a 'CTS Emerald Edition,'" you just know.

And the idea of having a key fob with Emerald accents would add some cachet to the hybrid idea that really isn't present thus far in the luxury segment. Lexus is trying to do it with a letter of the alphabet. We've all seen the commercials.

I know... people laugh about emeralds on a key fob. But these are the same people that don't realize that Cadillac used to give out real gold keys with every Cadillac.

[kgm777]

Cadillac will never be the "Standard of the World" again without a flagship. The smaller and cheaper Caddys (with the exception of the first Seville in 1976) came after that title was forfeited in the late 70s and 80s. Although most of the 60s Cadillacs were less expensive than the RR Silver Cloud of the day, Cadillac had much to recommend it such as size, smooth ride, and more advanced engineering features. Audi (was Audi around then?), MB, and BMW products were all vastly inferior to the Caddy back then, not to mention the few Japanese cars that were considered junky. Although I'm not recommending a retro car division, the CTS, no matter how good it is, has not and never will make Cadillac regain "Standard of the World" status. Cadillac needs another Fleetwood flagship. It should be smaller than the '93-96 version, but have all the room inside of the current long-wheelbase Town Car; maybe just a few inches longer overall than the current DTS, but with a longer wheelbase. A coupe version should also be offered. Make mine Cotillion White with white leather and red instrument panel and carpeting as in my beloved '76 CDV (skip the white vinyl half-top).

[goblue]

Originally Posted by mgescuro

My reasoning behind that is I feel the whole "Hybrid" moniker and cartoony logo is inappropriate for Cadillac.



The question is, what is green and can be considered luxurious and special and unique for Cadillac? Well... Emeralds.

Thematically matching what Cadillac is doing with "Platinum Edition," Cadillac can create "Emerald Edition" Cadillacs, in which every member is a Hybrid. No more BAS, BAS+, 2-Mode, E-Flex.
When you say, "I drive a 'CTS Emerald Edition,'" you just know.

And the idea of having a key fob with Emerald accents would add some cachet to the hybrid idea that really isn't present thus far in the luxury segment. Lexus is trying to do it with a letter of the alphabet. We've all seen the commercials.

I know... people laugh about emeralds on a key fob. But these are the same people that don't realize that Cadillac used to give out real gold keys with every Cadillac.

I don't laugh at a small emerald on the fob - I think its brilliant.

[goblue]

Originally Posted by Bravada

When you leave California, it means you're on a plane to Asia-Pacific. In short - Cadillac already does OK in the US, but does not at all elsewhere, and THAT is what we're discussing here.



A "standard of the world" car can't "miss a few things".



E-flex is, at present, inefficient and can lead to increased fossil fuel consumption. Not that it matters, but hybrid would be the way to go for the environmentally obsessed.



A "standard of the world" company should provide the same high standards to everybody and everywhere. Goblue basically summed up GM's "so so" thinking, which is what keeps Cadillac tied to the USDM market.

ANYHOO

Marc is basically right - he has a good understanding of the luxury vehicle market, obviously.

What should be emhasized:

Top class and quality isn't in standard features or free service. Mercedes, Audis and BMWs charge you for every nice extra (in Europe), come with cloth interiors (I don't understand the infatuation with leather, it is hard to take care of, slippery and stinks), and cost gazillions to service (which is where they actually make money, remember GM has to as well).

That said, even if you get into a bare-bones Audi or BMW (Mercedes not so anymore), you get great materials, even if they're plastic-on-plastic, excellent fit and finish, great ergonomics and design, and a wonderful driving experience even if it's a 1.6 with a manual. That is what really sets a premium brand apart from the "standard folk" - that even when you strip it off the extras, they are still "premium".

Secondly, for Mercedes, Jaguar etc. the smaller cars are only ways to make money on the cachet created by the good old large luxury cars. The Mercedes C-Klasse was possible only because the S-Klasse continued to be the "standard of the world" in many ways (in BMW's case it's different - the 3er does much of the brand-building, but it is because of their heritage, which is markedly different than Cadillac's).

Also, BMW and Mercedes don't have other brands to cover the "smaller" bases for them - MINI and Smart can only reach just as high up as they do/did. GM has a lush portfolio of brands which will perfectly take care of e.g. the compact executive market. Cadillac should first concentrate on their large cars, which are rather regrettable ATM, than try to become another BMW without right credentials.

No, what I summed up is a reasonable way forward. In order to be the standard of the world, you first need to be the Standard of the US. A pragmatic approach is appropriate. There are huge differences between driving in the states and Europe. Frankly, Cadillac should have never launched a car in Europe in its present state, they are not ready. So yes, I'm hijacking the thread. Cadillac needs to master its core market first. Many european cars are not the most appropriate for our roads, they sell because the US makers have produced such garbage in the luxury market for many years. We ceded this market to the europeans and japanese.

Now, onto the bold part. E-flex is a serial hybrid, and is more efficient, and better for the environment on multiple levels than any present parallel hybrid.

[FenwickHockey65]

Originally Posted by mgescuro

My reasoning behind that is I feel the whole "Hybrid" moniker and cartoony logo is inappropriate for Cadillac.



The question is, what is green and can be considered luxurious and special and unique for Cadillac? Well... Emeralds.

Thematically matching what Cadillac is doing with "Platinum Edition," Cadillac can create "Emerald Edition" Cadillacs, in which every member is a Hybrid. No more BAS, BAS+, 2-Mode, E-Flex.
When you say, "I drive a 'CTS Emerald Edition,'" you just know.

And the idea of having a key fob with Emerald accents would add some cachet to the hybrid idea that really isn't present thus far in the luxury segment. Lexus is trying to do it with a letter of the alphabet. We've all seen the commercials.

I know... people laugh about emeralds on a key fob. But these are the same people that don't realize that Cadillac used to give out real gold keys with every Cadillac.

Again, not a bad idea at all. It would really set Cadillac apart as well, as the only brand with a full hybrid lineup available.

[asrapid]

To start with basic things.
Cadillac needs more cars. Not just one car that can compete against German trio but it also need
3 series competitor (sedan/coupe/wagon)
S class competitior
More engines. If we are looking at the world market not just USA it need engine ranging from 130 hp(Alpha cadillac -4 cylinder) to over 600 hp (v12 in s class competitior not v8).Also engine with over 400 hp is also needed for non V cts.
This is just start. Of course interior must be top of the line.
Also all 3 german manufacturers are very active in motorsport. Now i know cadillac is active and doing great in SCCA but this series isn't very famous outside America. Now Audi is in Lemans (i know there was prototype in past) and Mercedes and Bmw is in F1(probably to expensive for cadillac)

[Bravada]

In order to be the standard of the world, you first need to be the Standard of the US.

I fail to see the reason.

E-flex is a serial hybrid

Pardon my ignorance. I thought E-flex is about being 100% ethanol ready.

Cadillac needs more cars.

Nope, they need BETTER cars. Competing with Germans et al. is not about offering everything they do (which nobody buys anyway, BLS anyone?), but about offering BETTER stuff than they do. Jag is turning around now by offering a large sedan BETTER than the 5-series, not by building another X-Type, a small Y-Type, a crossover, SUV and all.

[asrapid]

I meant more cars than they have now or will have once xlr is dead.They soon won't have cabrio when xlr gone. Actually they won't have car in that class at all. Of course they need better cars we all now that. But they also need 3 series competitior(bls isn't even close to that) and s class competitior(dts ..not even close) and they don't have that. They even don't have competitor against e55 etc.
Jaguar is not even consider to being true competitior against german trio..not in my country.They have one good car. Just like cadillac has CTS.
Nobody buys BLS because it is more expensive Opel Vectra whith little more luxurious interior and same driving dynamics..which isn't good at all. If i want Vectra I will buy Vectra. And that car is supposed to be 3 series or c class competition...c'mon.

[mgescuro]

Originally Posted by FenwickHockey65

Again, not a bad idea at all. It would really set Cadillac apart as well, as the only brand with a full hybrid lineup available.

Emerald Edition is a lot better than that silly h on the Lexus.

The thing with GM is that they have a problem branding and marketing their products.

If it's a hybrid, then lets call it "Hybrid." Well, Toyota calls it "Hybrid Synergy Drive." Lexus calls it "Lexus Hybrid Drive." It's just a little more special.

Well "Emerald Edition" not only makes it a whole lot special, it's something only Cadillac can deliver. And it draws on Cadillac's history of fancy keys. And in today's market when a fancy fob is considered just as good as jewelry, having a real gem on the fob takes it to another level.

GM is more than welcome to use my idea.... but I won't hold my breath...