What Exactly is Luxury??

[mgescuro]

What Exactly is Luxury?
...an mgescuro commentary...


Perhaps you’ve seen this commercial... talking about clean lines, attention to detail… You think it was a new luxury car… Perhaps Japanese? Maybe British? Maybe German? Well, the commercial was for Beck’s Beer. But it got me thinking… How come you don’t get an image of an American car or anything American when one thinks of luxury and luxury items?


What makes something a “luxury” item? Is it quality? Is it price? Is it design? Is it materials used? Is it features? I think it’s all of the above!

When you look at a luxury condo or a luxury house, you start looking at the features, the detailings of the place. Polished marble floors. Nickel fixtures. Solid hardwood flooring. Vaulted ceilings. Large open windows. French doors. It all makes you just want to sit and enjoy the ambiance of design and features. That’s luxury.

Looking at the Auto industry, what do you have? The Germans focus on their attention to detail, their performance, their features, their perceived quality. The British lead the world when it comes to heritage and painstaking attention to detail. The Japanese lead in quality and subtle, conservative luxury. Then what exactly has happened to so-called “American luxury?”

So, what is Cadillac? What do their commercials show? Some cool features? Aggressive styling? Is that luxury? Show the attention to detail! Well, they can’t, cause there is none. Show the premium materials! Well, they can’t, cause there is none… unless you focus on the exotic wood in the $100,000 XLR-V. Well, they can focus on the leather. Sure, that’s luxurious. Too bad the seats aren’t stylish.

I think Cadillac has outgrown its “Breakthrough” marketing campaign. It was fine for a while. Cadillac was moving on from the stodgy image of the past, and moving forward (no pun intended) into the next generation of luxury. But now we know that step wasn’t as big as it could have been, when it came to luxury, luxury items, and attention to details. It’s co-branding with Bvlgari fell flat on its face. There was so much that could have been. Bvlgari keyfobs. Bvlgari crystal etched with the Cadillac emblem on the steering wheel (ie – Sixteen), Bvlgari watches for Cadillac, Bvlgari luggage for Escalade and SRX. Bvlgari timepieces on every dash of every Cadillac. The possibilities were endless.

Nothing about current Cadillacs make you want to sit back and enjoy the beauty of the design. Not the c0ckpit. Some of the time, Cadillac interiors are derivative of a cheaper car. A Chevy. A Buick. And when it’s a design all its own, it’s total trash. So what gives? Is it not possible to have both luxury and performance? BMW manages. Porsche manages. Jaguar manages.

Why is it not possible for Cadillac designers to dream up something that is luxurious and sporty. Something a buyer will be happy to show off to people. An interior that will win design awards. An interior with unparalleled attention to detail.

Why must everything related to luxury be European in origin? Can’t Americans design something luxurious? Something uncompromising? Something that says, “This is Luxury” “This is Cadillac!” “This is the Standard of the World!” And not one critic, pundit, import lover, has absolutely no leg to stand on…. Because it IS the best it can be.

Cadillac should be a Status Symbol again. An aspirational brand. And the only way to do that is raise the bar, pull out all the stops, and off everything in excess.

[MNdudeswitz]

Luxury is one thing in my mind; keeping up with the Jones, excess, and status


P.S. I don't think it will take much effort into making Cadi into a great luxury brand..............is soooo close!

[asim]

Nice write up mgescuro. Well obviously luxury isn't Cadillac. We just need to find a way to make luxury=Cadillac.

[ChevroletRevived]

Good commentary, mgescuro. I didn't know you wrote them! I see your point; so much could have came out of the collaboration with Bvlagari. I think the next CTS will show a new level of attention to detail for Cadillac.

[mgescuro]

Originally Posted by ChevroletRevived

Good commentary, mgescuro. I didn't know you wrote them! I see your point; so much could have came out of the collaboration with Bvlagari. I think the next CTS will show a new level of attention to detail for Cadillac.

I don't usually write them. I've been thinking about writing this one for about 2 weeks, since I first saw that Becks beer commercial, but I never found the time. I seriously thought it was some new German car or a new Lexus commercial. Then it came to me... WHy aren't American products viewed as luxury items? Even the so-called premier luxury car of GM.

The 60 Minutes sneak peek showed major steps in teh right direction, IMHO. But I need a better view of that interior.

[eaton53]

It’s co-branding with Bvlgari fell flat on its face. There was so much that could have been. Bvlgari keyfobs. Bvlgari crystal etched with the Cadillac emblem on the steering wheel (ie – Sixteen), Bvlgari watches for Cadillac, Bvlgari luggage for Escalade and SRX. Bvlgari timepieces on every dash of every Cadillac. The possibilities were endless.

Except Bulgari doesn't really have much prestige. It's considered jewelry and not taken seriously in watch circles (yes, there are boards just like this one for watches).

Now, had they been able to get Patek Philippe to make the timepieces you'd have something. IMO, they make the finest and most prestigious manufactured objects of any kind, not just watches. And they'd probably cost as much as the rest of the car.

[ChevroletRevived]

Originally Posted by mgescuro

I don't usually write them. I've been thinking about writing this one for about 2 weeks, since I first saw that Becks beer commercial, but I never found the time. I seriously thought it was some new German car or a new Lexus commercial. Then it came to me... WHy aren't American products viewed as luxury items? Even the so-called premier luxury car of GM.

The 60 Minutes sneak peek showed major steps in teh right direction, IMHO. But I need a better view of that interior.

I saw that same commercial when I was at a pizza parlor. I seriously was thinking it was a car commercial; every body at the table did also. Then it turned out to be a beer ad.

[RamJet502]

When I think of Luxury vehicles, the two companies that come to mind are BMW and Mercedes Benz. These are the expensive status symbols that have defined luxury for quite some time. Lexus has gained in stature but isn't to the same point for me yet.

Cadillac and Lincoln are the working man's luxury brands. If Cadillac continues to improve quality and remain semi-affordable then it will be mentioned in the same sentence as the big boys. Lincoln is going to need to revitalize its product line before it can get the same recognition, the Zephyr is a good start but not up to par with the LS it replaces.

[Proetus]

I am hopeful they are moving away from the "square peg in a round hole" school of design.

[peterj2706]

I agree with you 100%. Just read a review on the Escalade this week (Motor Trend?). A comment that says alot is about the cheap plastic 'wood' on a $66,000 vehicle. No excuse for crap like that!!

[mgescuro]

Originally Posted by eaton53

Except Bulgari doesn't really have much prestige. It's considered jewelry and not taken seriously in watch circles (yes, there are boards just like this one for watches).

Now, had they been able to get Patek Philippe to make the timepieces you'd have something. IMO, they make the finest and most prestigious manufactured objects of any kind, not just watches. And they'd probably cost as much as the rest of the car.

Well, the prestige comes from the jewelry aspect of the brand. Take a look at the runway of a fashion show or the red carpet during the Emmys/Grammys/Tonys/Oscars. Bvlgari is around. It is an Italian prestige brand... big in Europe not so much in the US.

If it's a watch... or cufflinks... or necklaces... it's still prestige. Tag Heuer and Rolex will run circles around a Bvlgari watch. True. But that's not the point of having a timepiece in the car.

It's about prestige.

[boblutzfan]

The reliability is there.
The power is there.
The platforms are there.
The panel gaps on the exterior are there.

The interiors are still miles behind the competition. While I like the STS - it isn't even in the same league as the Lexus IS - not to mention the GS or current LS (which is dead after this summer). The next CTS interior looks good - but not class leading. If you want one hint of the quality difference between Cadillac and the rest of the pack - look at the keyless ignition in the STS. It looks crude in style and execution when compared to that of BMW or Lexus. Then to top it off - while Lexus has keyless ignition in all their cars - Cadillac doesn't. In my opinion, the new Escalade should have that and Bluetooth standard. It is those little details that make Cadillac look like they have aimed for the standard of the outgoing models - not the standard of the incoming models.

I agree with what was said earlier - Cadillac is so close. Yet at the same time - they are so far away.

Personally I think the next CTS will probably sell well because it will finally have a competitive interior - with the current crop of entry lux sedans... but when you look at the new IS and upcoming G35 - Cadillac will have a lot to measure up to. I am not suprised that the STS and SRX are not selling well - they have below par interiors. The great driving dynamics and reliable drivetrains can not overcome the initial shock of the test driver when he sees the interior of this $60K car that looks worse (in material quality) than my Mazda6s!** The CTS, SRX and STS have interiors that do not compete in styling, material quality and execution with even $30K cars from other (mostly Japanese) companies.

It is sad. I hope that the upcoming SRX interior upgrade gives us a glimpse of the future of Cadillac design. Surely Cadillac will try to rescue the great car that the STS is with a new interior!

** Slight exageration - but you get the point.

[asim]

Originally Posted by mgescuro

Well, they can focus on the leather. Sure, that’s luxurious. Too bad the seats aren’t stylish.

I personally don't see anything wrong with the seats in the current cadillacs, actually the seats in that concept interior on 60 minutes looks worse IMO than current seats.

[boblutzfan]

Originally Posted by asim

I personally don't see anything wrong with the seats in the current cadillacs, actually the seats in that concept interior on 60 minutes looks worse IMO than current seats.

Some current Cadillac Seats are good - some aren't. The STS seats are blocky and very boring looking. The have surround sound speakers and nice leather - but they look uninspired.

[asim]

Originally Posted by boblutzfan

Some current Cadillac Seats are good - some aren't. The STS seats are blocky and very boring looking. The have surround sound speakers and nice leather - but they look uninspired.

I looked at them before I posted that...and it is a bit blocky looking.