Cadillac-Becoming the Standard Once More

[ChevroletRevived]

Cadillac: Becoming the Standard Once More

A ChevroletRevived Commentary


There's no doubt about it, Cadillac is on a roll. Hits like the Escalade and CTS have suddenly rocketed Cadillac into contention again, and it's ever increasing sales and upward climb in image are certainly things to write home about. But there is one question that has lingered in my mind; will Cadillac ever become what it once was... the Standard of the World again? The American ''BMW'' in the sense of position, superiority and leadership? In this commentary I have outlined some of the things that Cadillac needs to do to regain the title.


CTS; Carrying the Weight of Cadillac


The 2008 Cadillac CTS, along with the 2007 launch of the Escalade is one of the most important product launches in Cadillac's history. Cadillac's sales position firmly rests on the shoulders of the CTS. The CTS is the hottest selling Caddy an commonly seen Cadillac that does it's part to raise the image and perception of Cadillac every time it is driven. So, what can GM do to make sure that this position is not only kept, but strengthened to a point of market leadership and superiority?

Style


With the introduction of the first generation CTS in 2001, Cadillac had to take some risks to get noticed. With the 2008, although there has been conflicting reports, it can be assumed that Cadillac will play it safer. Trying not to ''mess with success'' on this new generation. Au contraire. The current CTS has a distinctive and recognizably Cadillac look. Cadillac style is most certainly in. In designing the new CTS, Cadillac needs to resist the urge to play it safe and water it down. A Sixteen inspired grille and headlights are a must. I would also like to see Sixteen inspired taillights. The new CTS needs to be bolder, more American and different then ever before, or else it will lose it's distinction in a sea of competitive sedans eager for the consumers dollar.

Driving Experience


The driving experience of the CTS is exemplary. Praised for chassis willingness and forgiveness when pushed, it certainly is one of CTS's aces. However, there are some areas that GM can improve upon. One thing is more refinement. The CTS can stand for a little more Noise, Vibration and Harshness control. Quietness? A must. Another is a more ''vault'' like driving experience. Percepted solidity is an area the Germans have cornered. With a little refinement here and there, a strong point needing little improvement can be strengthened even further.

Technology/Equipment

GM has an abundant supply and plenthora of technologies in it's arsenal. The CTS must take the best from what GM has to offer. The CTS should be available with Magnetic Ride Control (MRC) and advanced/"in" technologies like Smart Key, Reverse Sensing, Rain Sense, remote start and cooled front seats; to name a few. The CTS should also have a push button starter. Technologies like this need to be available and standard on higher end models. The base model CTS should include standard HID headlamps, heated seats and remote start. Safety is an important part of the equation, and Cadillac should make sure that the CTS is one of the safest vehicles in it's class. Cadillac needs to make it a point that the value/technology quotient is high. Technology and the ''wow'' factor are major considerations in purchasing a vehicle. BMW realizes this, and their lead in this area is a big part of their sales position. The CTS needs to counter that with a technology palate of it's own.

Interior

This is a very inherent and rampant weakeness on the current CTS. The interior has never been a strong point of the CTS. Low quality materials and a mish mashed design are not acceptable if the CTS is to be a real contender. On the 2008, this area cannot be stressed enough. The new CTS needs to make up for the weakness of the previous in a very big way. It must must go above and beyond the standards that have been set for this segment. GM has a real oppurtunity here and that oppurtunity needs to be capitalized and maximized to it's full potential. Sorry, but no "settling'' this time. The interior cannot be merely good; it needs to be excellent, if Cadillac plans on the CTS being able to survive any competitor refreshes. Lutz, keep your eye on this one. Although I have hope that GM can and will do it after seeing vehicles like the Escalade and Enclave, they need to make sure they don't fall into the ''Good Enough'' trap. The CTS;Cadillac's pace car, it bears the weight of the division on it's shoulders. Let's give it an interior fit for that position.


Style, along with the driving experience is the driving force of CTS sales. Hopefully, with the introduction of the 2008, Cadillac can add interior and technological leadership to that list of strong points. If this can be done, I believe Cadillac can have a chance of being a real contender in this segment. IF, the biased media can give it a fair chance.


The Future


With it's all important bread and butter sedan covered, Cadillac needs to shift it's focus on moving up. Both literally and figuratively. The positive buzz/image generated by expensive ''halo'' vehicles is spread across the entire lineup. This is a fact of life for the competition, and one known all too well. Why can't Cadillac use this for it's advantage also? Other car makers do it, and so can Cadillac. Out of the 2 vehicles that are considered Cadillac ''halo vehicles'', only one (XLR-V) even hits $100k. A sports roadster, no less. Depending on how you look at it, the DTS may also be considered a ''halo'' vehicle for the sedan lineup; as it's the largest and most expensive (starting out) sedan in Cadillac's arsenal. That said, more is needed in the way of premium vehicles. I propose 3 new vehicles thhat will be instrumental in helping Cadillac to regain it's title of Standard of the World-once again. These image building halo vehicles will be distinctly American alternatives in the classes in which they compete.

First off, a new luxury sedan is needed to compete with the 7, S, XJ and LS. It would be styled boldy and priced between $65-115k. Standard features would include a V and Magnetic Ride Control (MRC). Major options would include a 12 cylinder engine, AWD, and Long Version. An American alternative to the S-Class is espessially important. Someone who wants a car like the S, yet wants to buy American has no alternative. A segment standout, the ULS would be an very important and hot selling bearer of Cadillac's famous wreath.

Moving up yet again, competing in the $150k price range, an all new coupe model, dubbed ULC would compete with the Bentley Continental GT. An impressive vehicle, if I had the money to be able to purchase such a vehicle, there would be no American choice to purchase instead. The ULC, however, would change that. With a standard 12 cylinder engine, AWD and Magnetic Ride Control (MRC) and distinctive Cadillac styling, the ULC would be a bold, distinctive and unmistakably American statement.

The most important vehicle in this 3 vehicle trio and the ultimate expression of Cadillac prowess. Styled like the Sixteen Concept Car, the production Sixteen would be the Standard of the Automotive World. Bold, and priced above competitors such as Phantom and Maybach, the 16 cylinder sedan would employ sophisticated technologies like Acoustic Sound Damping, Bose Suspension System and Advanced Night Vision. Available in either RWD or AWD, the Sixteen would elevate the ceiling for uber sedans. A huge Cadillac grille and a Cadillac wreath made of precious stones and metals would adorn the front end. 16 cylinders are drastic, but shocking action is needed to get noticed and help the Sixteen and the Cadillac division become the ultimate statement in automotive design.

If Cadillac is to ever to regain it's title of Standard of the World, having both competitive mainstream and high end vehicles is crucial in accomplishing that goal. Uber premium vehicles like the three I have outlined are image builders; aspirational vehicles that will stun the world and make owning a Cadillac a dream the world over-once again.

[megeebee]

Well written as always. I agree completely with your thoughts on the CTS, and what's more, I think Cadillac knows and agrees with you too. Where you and I part company is your point about all the hyper-expensive product. The competitors you note, such as Maybach, are losing money, or barely breaking even on an operating basis. This does not take in to account the billions spent in development. GM can barely afford this any time soon. And, if the market isn't buying a Mercedes/Maybach then why would they buy a Cadillac at the same price or even more?
I feel the STS needs SERIOUS attention. We'll never know what Mr.Lutz had changed when he got to GM, but I wish I could have seen what was planned before he sent it back to the studio and delayed it those 6 or so months. It's sales last year were some 33,000 I think. That's pretty lame for a first-year-new-design. Especially that the last generation car was on the market some 7 model years essentially unchanged. That, and the new car has such a wide range of prices and equipment compared to the last one. It too needs a new interior and fast. Not for the same reasons the CTS needs one, but because it's so drab. A lot of the materials I've seen in the STS are not up to the task.
I had an early '03 CTS, and the lease expired last January. I tried so hard to love the STS. I took one home for a few days, drove it and a '05 CTS side by side, and I still took the CTS. If Cadillac is ever to play in the air you suggest, it needs to take care of the STS and DTS first, and very well indeed. I believe credibility for Cadillac lies in these areas. Only then could they hope to have success in the stratosphere.

[mgescuro]

Just a few comments:

* CTS' materials have been upgraded over time; however, the overall look is cheap. Materials need to go up a notch. And attention needs to be paid to design aesthetics.
* CTS should get push button start. Agreed. But if Escalade doesn't have it, what is the chance that CTS will?
* I agree, CTS needs to up the ante in technology, but how much can it cram in there without ultimately upping the price?
* 3.6L HF engine needs 30-45 more HP.
* DTS is not a halo.. no matter how you slice it.
* Cadillac does need a bigger luxury sedan but at a price range of $80-125. I'd expect future high end STS's to move into the $70K area.
* Bose suspension should be brought down to STS level.

Good ideas.

But I think the core message is "Cadillac just needs to stop giving customers cars and truck that are simply just 'good enough.'"
These cars need to be class leading from the start and need to raise the bar not just meet it... because a year or two later, Merc, BMW, Jag, Lexus, or AUdi will come by and raise that bar, leaving Cadillac looking dated 2 years after launch.
It happened with CTS. It happened with STS. Whether or not it will happen to Escalade remains to be seen, but it just competes with the Range Rover, and the LX500 is coming.

[DuSpinnst]

Originally Posted by mgescuro

Just a few comments:

* CTS' materials have been upgraded over time; however, the overall look is cheap. Materials need to go up a notch. And attention needs to be paid to design aesthetics.
* CTS should get push button start. Agreed. But if Escalade doesn't have it, what is the chance that CTS will?
* I agree, CTS needs to up the ante in technology, but how much can it cram in there without ultimately upping the price?
* 3.6L HF engine needs 30-45 more HP.
* DTS is not a halo.. no matter how you slice it.
* Cadillac does need a bigger luxury sedan but at a price range of $80-125. I'd expect future high end STS's to move into the $70K area.
* Bose suspension should be brought down to STS level.

Good ideas.

But I think the core message is "Cadillac just needs to stop giving customers cars and truck that are simply just 'good enough.'"
These cars need to be class leading from the start and need to raise the bar not just meet it... because a year or two later, Merc, BMW, Jag, Lexus, or AUdi will come by and raise that bar, leaving Cadillac looking dated 2 years after launch.
It happened with CTS. It happened with STS. Whether or not it will happen to Escalade remains to be seen, but it just competes with the Range Rover, and the LX500 is coming.

While Cadillac is not as good as it could be, you nit pick WAAAY too much. Especially on the CTS which for the price range it is in, it's not that bad. The only car I have a problem with at Cadillac is the DTS. The STS and SRX could have nicer interiors but they are hardly crap.

Once again M here is overly critical.

[mgescuro]

Originally Posted by megeebee

Where you and I part company is your point about all the hyper-expensive product. The competitors you note, such as Maybach, are losing money, or barely breaking even on an operating basis.

I think what he means... or at least what I think he means, is create a $150K car that will compete with the smaller Maybach. This is essentially taking a page out of Bentely's book. Don't create a $500,000 car when a $150-200K one will do.

Originally Posted by megeebee

I feel the STS needs SERIOUS attention. It's sales last year were some 33,000 I think. That's pretty lame for a first-year-new-design. Especially that the last generation car was on the market some 7 model years essentially unchanged. That, and the new car has such a wide range of prices and equipment compared to the last one. It too needs a new interior and fast. Not for the same reasons the CTS needs one, but because it's so drab. A lot of the materials I've seen in the STS are not up to the task.

Yup. Totally agreed. I also noticed a slight downtick in STS sales, and sales of the GS has surpassed it. Not good.
STS just came ill-equipped to compete in this market. And that's a shame.

[ChevroletRevived]

Yeah, I have to agree with you, mgescuro-on all points. Yes, that is what I meant when I was talking about hyper expensive products. You thought correctly.

[mgescuro]

Originally Posted by DuSpinnst

While Cadillac is not as good as it could be, you nit pick WAAAY too much. Especially on the CTS which for the price range it is in, it's not that bad. The only car I have a problem with at Cadillac is the DTS. The STS and SRX could have nicer interiors but they are hardly crap.

Once again M here is overly critical.

Take a look at an A4, which is the same price range as the CTS.... so no. I'm not being nitpicky at all. I'm being realistic.

[DuSpinnst]

Originally Posted by mgescuro

Take a look at an A4, which is the same price range as the CTS.... so no. I'm not being nitpicky at all. I'm being realistic.

A4 and CTS are completly different styling.

[ChevroletRevived]

But they're in the same class, DuSpinnst!

[RamJet502]

I love the CTS, but my brother's 2002 Lincoln LS has an interior that is much higher quality than my buddy's 2005 CTS. The difference between the quality of leather and overall feel is astounding. They need to continue the improvement when it comes to the interior, but I think GM understands that now.

[ChevroletRevived]

Yes, it's certainly something GM is working to improve on. Look at GM's new car lineup of recently introduced models. Impala, DTS, Lucurne, ect...very nice. And with what we have seen that hasn't be introduced, we should be bracing ourselves for even better. (Enclave, for instance)

[DuSpinnst]

Originally Posted by ChevroletRevived

But they're in the same class, DuSpinnst!

I understand, but they appeal to different buyers. At least in my experiance.

[Bravada]

I think the big picture is missing - Cadillac used to be the standard of the world (back in 1909, but it still counts ). Now it's doing fine in America, but certainly not in the world. Cadillac needs a better lineup to compete on a global scale.

What I would suggest:

1. DRAMATICALLY IMPROVE QUALITY - better materials, fit and finish

2. DESIGN - STRIKING BUT REFINED - as mentioned before, CTS (and other models too) does not LOOK like a premium car. It surely does stand out both inside and out, but that's not the point here. Audis are probably less "striking", yet there's something about the refinement and cleanness of their design, the thoughtful dashboard layout and attention to detail that makes them unmistakeably premium cars.

3. ATTENTION TO DETAIL ONCE AGAIN - this concerns the entire car, nothing overlooked. Cadillac ought to have all the features the others have and preferably more - remember they were the first brand to offer "crankless ignition"? Why are they to do without keyless ignition? Cadillacs have to be extremely well-thought, practical and convenient in everyday use and suprise owners with small and seemingly unimportant solutions and details.

4. MATCH PRICE AND SIZE - for example, CTS is almost 5er-sized (or GS, E-Klasse, S-Type et al.), but price-wise it's in the territory of 3er, IS and the like. "More car for the buck" works well with family cars, but not with prestige automobiles. CTS needs to be on par with either group in terms of quality, size and price. You can't convince people to forgo their 3ers becuase they can get a bigger car for the money (they could have a dozen others, but somehow they chose the 3er), or a 5er buyer to save up on the STS - the people buy BMWs or Mercs because they can afford them, not because they are bargains.

5. FOCUS AND DON'T STRETCH BEYOND REASON - although many premium brands ventured into new areas lately, it benefits their volume rather than image. If Cadillac started it's revolution around RWD, it should stay that way. There's no need for small FWD sedans, compact crossovers and the like - leave that for other brands, which GM has in abundance. A RWD small midsize car to compete with IS/3er might be advisable, but provided it's RWD. This could be either a downsized CTS or a brand new model. And nothing BELOW it.

6. NO NEED FOR HYPEREXPENSIVE SUPERSHOWCAR - as the Maybach and Rolls-Royce ventures show, the market for superexpensive cars is very small and unpredictable. Although a car like that might boost Cadillac's image and egos of a few GM bigwigs, it can also be a costly flop, which is just what GM does not need. There's enough room to expand for Cadillac - e.g. models to truly rival S-Klasse, CL, A8, 7er, 6er etc.

6.5. NO NEED FOR 12, 16 CYLINDERS - 12-cylinders are heavy and the benefits over modern-day V8s are usually outweighed by, well, the weight, which impedes handling, as well as fuel consumption. BMW and Mercedes top models garner better reviews in V8 than V12 versions, and the former outsell the latter by a bigger margin every year. Just look at the emphasis all the manufacturers pay to their V8, while the V12s remain largely neglected. A new engine block would cost a lot and have very limited use. GM would better develop a big brother for the Northstar out of existing engine blocks.

[CobaltSScrazy]

I agree with alot of points you guys make. Upgrade the bread and butter make the cts a true 3er competitor and the sts a true 5er competitor. Get rid of the f'ing DTS as its a piece of ***** next to a 7 S A8 LS etc. and give us a true ULS. We need better interiors, hp needs to jump 30-50 hp on EVERY engine (minus the Escalade) and a CTS coupe/vert need to be offered also. As far as 120+k cars...wait till the ULS comes out and then another 5 years AFTER THE uls is successful. THe boys at GM need to do this and FAST!!!!!!!

[ChevroletRevived]

Um, the DTS is a very nice sedan. It's not supposed to compete with the cars that you mentioned. It tops out where they start out, so in that respect, I don't agree with you.