Making Cadillac the "Standard of the World" again

[Bravada]

But they also need 3 series competitior

Why so? They don't have the credentials to make it in the compact executive class. BMW has basically invented this class, Audi has always been strong there, Mercedes has the 190 legend running and they were a strong brand when they entered. SAAB is a much better fit, I believe the brand isn't poised any worse than Alfa or Volvo to make a splash, they just need a good car.

Cadillac should now focus on creating an SLS that would both create the right impression and bring in sales. That's what people around the world expect from Cadillac - a large luxury car that IS the standard of the world. Not a BMW wannabe with goofy styling.

[Sal Collaziano]

Originally Posted by 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.

Here's what it takes:
Mercedes S550 Test Drive

[Exploder]

I get hypnotized every time I see that car. I really do not know why Cadillac does not sell it in the US or Europe. It is exactly what they need!

The thing is, it does appear Cadillac wants to bring about the products needed to be 'Standard of the World'. But they are taking too long. 2010, 2011? Sigh. They should have been available yesterday.

The best thing Cadillac should do is free itself of GM's financial constraints and woes so that it can speed things up.

As for the DT7, I actually like the decision of making such a car. I would see it as something like a Holden Statesman or Buick Park Avenue, a $60,000 sort of chaffuer vehicle that is in between the E-class and S-class categories. At least, that's what I hope it will be when it appears. It should be at least as good as or better than the China SLS. If it is, I might just buy one in the future. I'm a young guy. It is possible for Cadillac to get me as a future customer.

[Astra RL]

Originally Posted by 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

I Agree!
Basically they need to be BMW, but Cadillac must be above BMW. The E Klasse starts at $51,000.00 and the 2010 version will go up in price. But no our CTS which is the same size starts at $33,990.00 and does not even break into the fifties fully optioned out. The STS is the same way, but I cut it some slack for being slightly smaller than the other flagships, but to me this means upper 50s as the starting price, not $44,550.00.
If they are smart they would bring the SLS interior for '09 the replacement is not coming until 2011 and that is way to long. The BTS had better arrive soon so that the CTS is able to move upmarket where it deserves to compete. If Cadillac does indeed go with a 1/2 step below the A8 for the DT7 than a ULS had better follow. If they plan on benchmarking this A8 they will be way to far behind in 2011. A good V8 is needed even if it is an update to the northstar that is still fine. A bump in power and efficiency could be acheived with DI. Making comparable out put to the 3.6 DI the 4.6 could put out 390 HP. That makes a good upgrade for the CTS and a base engine for the flagship. Also the 2.9 diesel is a good step for the european market.
So basically Cadillac is in a pretty good position to improve, but it may come to little to late.

[Bravada]

I get hypnotized every time I see that car. I really do not know why Cadillac does not sell it in the US or Europe. It is exactly what they need!

Because GM designed the Sigma without sufficient "stretchability", and when it got properly stretched for the Chinese market, structural stiffness gave and the car is unable to attain a satisfactory side-impact rating. Besides, GM is just plain stupid sometimes.

BTW, DT7 is an abolutely hopelessly crap name for a car. If anything, Cadillac should bring back the "Series 40/50/62" etc. monikers if they want alphanumeric. This is very Cadillac, and very unique. DT7 could've been a Lexus, Infiniti or Hyundai for all I care.

[mgescuro]

Originally Posted by Exploder

I get hypnotized every time I see that car. I really do not know why Cadillac does not sell it in the US or Europe. It is exactly what they need!

GM's official reason? "Because it does not meed side impact safety standards."
That, I can understand.
But why the interior NEVER MADE IT TO THE US MARKET AFTER BEING PREVIEWED IN BUSINESSWEEK??? You got me...

Originally Posted by Exploder

The thing is, it does appear Cadillac wants to bring about the products needed to be 'Standard of the World'. But they are taking too long. 2010, 2011? Sigh. They should have been available yesterday.

Cadillac WANTS to bring its product to the world.
HOWEVER, Cadillac is not willing to do what it takes to become competitive worldwide!
In Asia, luxury is king. Clever amenities are a must. Attention to detail is worth its weight in gold. Every single one of Cadillac's lineup is considered sloppy, when you take into account Asian perceptions of luxury and what it takes to be considered luxury. The only region where Cadillac has made a few steps forward? China. But how much longer until we see a Corvette being sold next to an SLS?

Simple matter is, I don't trust GM to do what is necessary for Cadillac to be successful globally. They are willing to do what it takes to be moderately successful in the US. But even that isn't enough anymore.

Originally Posted by Exploder

The best thing Cadillac should do is free itself of GM's financial constraints and woes so that it can speed things up.

Which is why I call for Cadillac to be spun off into a separate entity -- AWAY from the corporate nonsense of GM. It needs to become what Saturn once was.

Originally Posted by Exploder

As for the DT7, I actually like the decision of making such a car. I would see it as something like a Holden Statesman or Buick Park Avenue, a $60,000 sort of chaffuer vehicle that is in between the E-class and S-class categories. At least, that's what I hope it will be when it appears. It should be at least as good as or better than the China SLS. If it is, I might just buy one in the future. I'm a young guy. It is possible for Cadillac to get me as a future customer.

DT7 as it stands is a waste. It's neither here... nor there...
It will essentially be a glorified fleet car.
Sorry.

[Astra RL]

Cadillac's next flagship needs to take this to 150% of the level that it is at.

The MCE'd CTS should have an interior at this level in the base model minus the yellow.

Touches like the pedals in this and the Provoq, and the chrome seat belt buckles provide that extra specialness like the gold keys and emerald fob.
Below The CTS cadillac needs a real 3 series competitor. However it cannot compete with a fully loaded Malibu. And IF they really want to compete they will make an ATS/H to compete with the 1 series but it is not vital. This entry model cannot be the AT1 in my avatar.
If they fail to do so then they can kiss standard of the world goodbye.

[jasaero]

I think it's pretty obvious to all of us many of the things Cadillac needs to do to become "Standard of the World" again. Think all the comments I have read here are needed in some way or another. The bigger thing they need though is CASH to be invested in them. And to challenge a company like MB or BMW seriously in any reasonable time starting from where Cadillac is at now, or Lincoln for that matter, would require a LOT of cash!!! Someone needs to be willing to loose a TON of money in the next decade or so to really get Cadillac where they need to be. Just look at how the DTS/STS and BLS replacements are taking so long. I can garuntee the delays are just because of slow decision making. The only thing slowing the dicision making down is lack of funds to do what many in Cadillac probably know they should be doing, but are being forced to rebirth standard of the world with chump change.

So basically what Cadillac REALLY needs is for GM to be profitable again in a big way so they can afford to take some bigger risks with Cadillac. They just aren't positioned to do that at the moment. I really have faith once the economy recovers and GM newest vehicles and those in the pipe really start to be seen and understood they will get new buyers that will help them invest in really making the most of brands like Cadillac. MG's idea to spin them off would be ok only if they could find a huge investor to help with that as they would kill the rest of GM if the spun them off and then kept throwing money at them. So basically we have to wait until someone has huge cash to invest in Cadillac before there is any chance they will be "Standard of the World" again. I don't care how much better the first truely S-class or 3-series competing cars end up being, they aren't going to the same numbers globally as those cars for a good few generations and probably loose GM BIG money if they are actually better than those vehicles, but not selling anywhere near the volume.

[mgescuro]

Originally Posted by jasaero

I think it's pretty obvious to all of us many of the things Cadillac needs to do to become "Standard of the World" again. Think all the comments I have read here are needed in some way or another. The bigger thing they need though is CASH to be invested in them. And to challenge a company like MB or BMW seriously in any reasonable time starting from where Cadillac is at now, or Lincoln for that matter, would require a LOT of cash!!!

BA-LONEY!!!
Cadillac has had the benefit of $6+ Billion AND 8 years and counting!!

How much more do you want GM to spend?
How much more time would you like Cadillac to take?

$6B and 8 years has gotten Cadillac exactly ONE hit car and 6 flops!!

Cadillac and GM simply doesn't have what it takes to do what is necessary to compete in the luxury market.

Once they get their heads out of their collective asses and sees that their entire product strategy and their dealership strategy is unequivocally flawed, then we can start this talk about becoming standard of the world. But until then, Cadillac is nothing more than a tired, old, 2nd rate luxury marque.

And no amount of money or time will EVER fix that!! Only the desire and the willingness to do what it takes to win will ever bring Cadillac up to par with the rest of the world.

[Sal Collaziano]

It's sad but true. Cadillac is a second rate luxury automobile company. I won't lose hope, however. Maybe one day they'll go online and start reading for a change. The Emerald idea - including the key fob - is excellent.

[F14CRAZY]

Cadillac could probably get back in the game if they produced the Voyage concept, unchanged, today

[mgescuro]

Originally Posted by F14CRAZY

Cadillac could probably get back in the game if they produced the Voyage concept, unchanged, today

What they need to do is build the Imaj.

[F14CRAZY]

Originally Posted by mgescuro

What they need to do is build the Imaj.

or Sixteen, or Cien