My Vision of Cadillac

[mgescuro]

A lot has been said about Cadillac and their ability/inability to get things jump-started. And the question was brought up in a thread....

Originally Posted by ChevroletRevived

Mgescuro: what, exactly...IS your dream Cadillac lineup? I'd like to know, since they seem to be doing everything so "wrong".

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

[mgescuro]

So you all of GMI decide.

Am I asking too much of Cadillac?
Am I expecting too much from Cadillac?
Am I expecting too much from GM to do some justice to Cadillac?
Or do I just have an unrealistic dream for Cadillac?

Everyone must realize. Cadillac is one of the oldest Car brands in the world. There was a point in time when Cadillacs were a prestigious and as exclusive as Rolls Royce. There was a point in time where the mere mention of the name "Cadillac" was a source of awe and inspiration. The Cadillac name was worth its weight in gold.

It's a different world now. It's a world of mass production. It's a world where German luxury is the standard to beat. It's a world where the Japanese emulate the Germans and add a dash of Japanese genericism and call it luxury. It's a world where the British are owned by Germans and Americans but don't have the luxury influence they once had. It's a world where "American luxury" is an oxymoron. It's a world where the once proud Lincoln is no more than a Mercury rebadge. It's a world where the once dominant Cadillac has great product, but sketchy marketing, no focus, no direction, and a poor image.

Luxury isn't just about bling. It isn't just about adding a cool chrome side vent. It's about an image, perception, paying attention to the smallest details, and offering the complete lpremium experience.

Is it too much for me to ask for Cadillac to fix these problems?
Is it too much for me to accept what Cadillac is peddling as insufficient?

It took Lexus 10 years to go from nothing to market leadership. No image. No product. No dealerships. No nothing.
Cadillac is 6 years into its renaissance. Sales have fallen. The product lineup is in jumbles. Dealership experience isn't what it can be. Image hasn't changed. Marketing is improving but still relatively ineffective. And now we are looking at a Renaissance Phase 2?? They are moving too slow.

So, that's my vision for Cadillac. Maybe I am expecting too much. But if Cadillac is to be a world player, this vision or something close to it, needs to be executed -- somehow.

Oh and before anyone asks, DTS as a traditional Cadillac is not in my vision. The sooner Cadillac rids itself of that last vestige of its former self, the sooner Cadillac can move forward.

[t-rex]

Brilliant job as usual mgescuro.

[asim]

Originally Posted by mgescuro

So you all of GMI decide.

Am I asking too much of Cadillac?
Am I expecting too much from Cadillac?
Am I expecting too much from GM to do some justice to Cadillac?
Or do I just have an unrealistic dream for Cadillac?

Is it too much for me to ask for Cadillac to fix these problems?
Is it too much for me to accept what Cadillac is peddling as insufficient?

No, you are not asking or expecting too much at all. If GM wants to be THE leading automaker, it has to start with making Cadillac THE leading luxury brand. It needs to expand to MORE than just building and selling cars. It needs to be an experience.

I have to agree with you 100% mgescuro. Cadillac as a luxury auto brand shouldn't just be about building cars and trucks (although that is the main focus). Cadillac should be about the vehicle AND the experience. The Cadillac Experience. The vehicles should be class leading, BUT also with class leading service and class leading retailers (not dealerships).

[Martino_z]

Agree on all counts. Although don't expect people to agree with you. The main argument will be that the old fwd DTS brings volume to cadillac and needs to be continued. I was laughed out of the caddy forums earlier on for suggesting a similar car to the UTS/ULS. What needs to be done is to set a benchmark which must be achieved by each model eg. CTS much be at a higher standard then BMW 5, Mercedes E, Audi A6, Lexus GS, Infiniti M, Jaguar XF.

In response to your ideas for the showrooms. Highly polished black granite flooring to give the impression of walking into the lobby of a luxurious skyscraper but with the atmosphere of an art gallery. Basically a bunch of wanky stuff to make people feel like they are priveliged to be there.

[eaton53]

Any list that does not include a D-Series Zeta in the $40-$55K range is a bad list.

Except for the Escalade, this is just BMW-Mercedes with a Cadillac name. Cadillac does not need to ape them, they need to do their own thing and do it well.

The lower end of the list also stomps all over Saab's and especially Pontiac's turf.
Under $35K RWD should be Pontiacs... Cadillac should not go there.
I'd love to see Pontiac make a modern day 2002, and serve a market BMW no longer serves.

[PHTM_GTO]

The line up looks very interesting, and it would work if it was built up over the last 10-15 years like Mercedes.
The only model I think could never make it in a US auto makers line up is the U-series. That is such a nitch segment it could never be profitable to a mass auto maker like GM.

Great job though!
</IMG>

[kenman923]

I assume that the FTS would take the place of the DTS. Why do you need an FTC? They had not made a Coupe DeVille in years.

[mkaresh]

Originally Posted by mgescuro

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.)

If such a thing was a available, and I don't think a single one exists, it would be done by an outside firm without GM approval. GM does not and probably legally could not customize cars to this extent. They'd have to crash test one, for one thing.

The list is a nice dream list, but GM does not currently have the resources to pull it off, and if they did they'd lose a ton of money on the venture unless you see this rolling out over 10-15 years. In which case it could be viable and might well be where they're heading.

[DuSpinnst]

I like the list, but kill off the F, U, G, and Z cars for now. Kill off the A car completely.

[eaton53]

Originally Posted by mkaresh

If such a thing was a available, and I don't think a single one exists, it would be done by an outside firm without GM approval. GM does not and probably legally could not customize cars to this extent. They'd have to crash test one, for one thing.

What do they do in the case of livery or hearses, which are obviously highly customized?
Of course that wouldn't matter on this list, since he told them to all pack sand...

[jlt0x]

You know what? I totally agree with you, mgescuro. Your vision is definitely thorough.

But after re-reading it, it looks as if Cadillac is a "stand-alone" company. Like the Mercedes-Benz Group, it has an offering for just about every necessary (and competitive) vehicle segment. It makes Cadillac a full service division on a mission....

I think it's possible...only if 1 or 2 lesser GM brands gets eliminated. GM-sans-Buick could quite possibly accomplish your dream.

[Hurricane]

Wow, fantastic list!

I would suggest that the "ZER -- Z-Series Exotic Roadster (Global)" need not be a roadster. How about a Cien-type Caddy with a fixed roof?

[CmicasatheGreat]

Now....
1) If only GM had the budget to pull it off.

2) If only U were Rick Wagoner/Bob Lutz and could get the GM board to stop being so effing cheap

3) The list is AWESOME, but U modeled it after Mercedes and seemingly Bentley, which is waaaay to ambitious at this time. Something like this undertaking would not be able to be accomplished for at least 10 years even if Toyota's pockets were funding it.

4) The Core of your list is where they should start. The "fluff" is what makes me say #3...


A more GM Board Friendly Line-Up
================================================== ==
CARS

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


GREAT IDEA (Lutz are U reading?) This is absolutely necessary and the pricing keeps it from bringing the Cadillac name down. I, too, believe the CTS is way too large to compete with the 3series. It blows me away that they Brass at GM thinks people even think of them as competitors.

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

The only thing I disagree with is the GLOBAL part of the listing. Wagons are a Euro thing, and only a small part of segment sale sin the U.S. As gas prices go up who knows, but to make this list sell-able to the BOARD.. AXE this car for U.S. duty

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

I am a fan of this idea on the Wagon tho. Even tho it contradicts my comments above about the Bseries wagon.

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

I really think the Fseries and S series should just be combined. THe STS-L/SLS name is similar in fact to the 7series L, for instance, philosophy.

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

LOVE IT!!!!!!!!!

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

Why has this not been already done using the Kappa platform??? It could be slightly stretched and be so completely different that it would be impossible to even associate it with the Solstice/Sky/GT

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

Beautiful car already...just needs fleshing out, more modernized cabin, and more powerful engines. Soften the edges slightly Ala new CTS.


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

SUVs are all perfect. Redo Cabin slightly in the Escalade using real wood and leather everywhere and we are good to go...

[Genghis]

Too many cars/models.
You could probably lose a couple and then it's perfect.
And I want an ATH in the States!

And what about dealerships that already have Caddy paired with other non-premium lines?