Cadillac product blitz rolls on
New STS is aimed at import owners
By Ed Garsten / The Detroit News
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WARREN — Cadillac is putting power to all four wheels in a major bid to win over affluent buyers who prefer foreign vehicles.
The next-generation STS — the luxury brand’s newest import-fighter that debuts Wednesday at the New York International Auto Show — will become the first rear-wheel drive powered Cadillac to feature all-wheel drive when it goes on sale this fall.
The STS replaces the venerable Seville and will be assembled along with the CTS sedan and SRX crossover at General Motors Corp.’s Lansing Grand River plant.
It will share the same underpinnings as the CTS and SRX, but will become the first existing GM model built on the automaker’s new Sigma “architecture.”
The all-wheel drive option will be available initially on the V-8 version, then later on models equipped with a V-6 engine, according to Jim Taylor, vehicle line executive in charge of prestige vehicles at GM.
Prices have not been released.
With the all-wheel drive option, Cadillac is aiming the STS at well-equipped import models such as the BMW 5 and 7 series, Mercedes-Benz E-Class, Audi A6 and Lexus GS 330, GS 430 and LS 430.
As part of a $4 billion product renaissance, Cadillac is aggressively courting so-called “conquest” customers from Asian and European rivals, as well as Lincoln and Chrysler.
Jay Spencian, global products marketing director for GM, said about half of Cadillac’s latest customers previously owned another luxury model, including Lincoln.
But only 20 percent of new buyers are trading in a BMW, Mercedes-Benz, Audi or other upscale import — short of Cadillac’s goals.
“It’s a tough segment,” Spencian said.
Cadillac’s efforts to capture BMW and Mercedes owners won’t be hurt with the new STS, said Art Spinella, president of Bandon-Ore.-based CNW Market Research Inc.
“We’re seeing positive response to anything Cadillac does,” Spinella said. “Cadillac is on (shopping) lists more than ever.”
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Cadillac is winning over younger buyers, too. Three years ago, the average Cadillac buyer was 58 years old. Today, a typical new customer is around 54, according to the Power Information Network, the market research arm of J.D. Power and Associates.
“If we could stay in the mid-50s for the next five or six years, I’d be thrilled,” said Mark LaNeve, Cadillac general manager.
Cadillac’s U.S. sales are up 10.6 percent to 51,175 units so far this year — putting it in contention again as a leading luxury brand alongside Lexus, BMW and Mercedes-Benz. In March, sales jumped 16.3 percent from the year-earlier month.
As Cadillac’s newest offering, the STS represents a melding of power and poshness.
Two engines will be available on the STS — a 320-horsepower, 4.6-liter Northstar V-8 and a 255-horsepower, 3.6-liter V-6. Both are mated to an electronically-controlled five-speed automatic transmissions.
“We think we’ve achieved a pretty sporty sedan that’s got a lot of attitude,” STS design director Kip Wasenko said. “It’s sophisticated.”
While final pricing hasn’t been released, LaNeve said the STS will start at about $43,000, with a loaded version topping out around $65,000.
The STS’s interior is punctuated by eucalyptus wood trim and all-leather seats, which are available heated and ventilated. A premium Bose 300-watt audio system featuring the first factory-installed surround sound layout is available.
The STS will features several high-tech gadgets such as Intellibeam and Smart Remote Start.
Intellibeam uses a tiny camera and light sensor mounted on the rearview mirror to switch the headlamps from high to low beams, depending on the presence of oncoming traffic.
It will be available on models with high intensity discharge headlamps.
A remote start feature will allow STS drivers to start the car from as far away as 200 feet, and automatically adjust the car’s climate control system and seat heat or ventilation, depending on outside temperatures.
Despite its curb appeal, comfort and technological extras, it may be difficult for the STS to stand out in a market segment already crowded with solid contenders, Jim Taylor admitted.
“(The) medium-size luxury market is exploding,” Taylor said. “Everyone is just dividing the pie and it’s going to be harder to carve out a share.”
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New STS is aimed at import owners
By Ed Garsten / The Detroit News
WARREN — Cadillac is putting power to all four wheels in a major bid to win over affluent buyers who prefer foreign vehicles.
The next-generation STS — the luxury brand’s newest import-fighter that debuts Wednesday at the New York International Auto Show — will become the first rear-wheel drive powered Cadillac to feature all-wheel drive when it goes on sale this fall.
The STS replaces the venerable Seville and will be assembled along with the CTS sedan and SRX crossover at General Motors Corp.’s Lansing Grand River plant.
It will share the same underpinnings as the CTS and SRX, but will become the first existing GM model built on the automaker’s new Sigma “architecture.”
The all-wheel drive option will be available initially on the V-8 version, then later on models equipped with a V-6 engine, according to Jim Taylor, vehicle line executive in charge of prestige vehicles at GM.
Prices have not been released.
With the all-wheel drive option, Cadillac is aiming the STS at well-equipped import models such as the BMW 5 and 7 series, Mercedes-Benz E-Class, Audi A6 and Lexus GS 330, GS 430 and LS 430.
As part of a $4 billion product renaissance, Cadillac is aggressively courting so-called “conquest” customers from Asian and European rivals, as well as Lincoln and Chrysler.
Jay Spencian, global products marketing director for GM, said about half of Cadillac’s latest customers previously owned another luxury model, including Lincoln.
But only 20 percent of new buyers are trading in a BMW, Mercedes-Benz, Audi or other upscale import — short of Cadillac’s goals.
“It’s a tough segment,” Spencian said.
Cadillac’s efforts to capture BMW and Mercedes owners won’t be hurt with the new STS, said Art Spinella, president of Bandon-Ore.-based CNW Market Research Inc.
“We’re seeing positive response to anything Cadillac does,” Spinella said. “Cadillac is on (shopping) lists more than ever.”
Cadillac is winning over younger buyers, too. Three years ago, the average Cadillac buyer was 58 years old. Today, a typical new customer is around 54, according to the Power Information Network, the market research arm of J.D. Power and Associates.
“If we could stay in the mid-50s for the next five or six years, I’d be thrilled,” said Mark LaNeve, Cadillac general manager.
Cadillac’s U.S. sales are up 10.6 percent to 51,175 units so far this year — putting it in contention again as a leading luxury brand alongside Lexus, BMW and Mercedes-Benz. In March, sales jumped 16.3 percent from the year-earlier month.
As Cadillac’s newest offering, the STS represents a melding of power and poshness.
Two engines will be available on the STS — a 320-horsepower, 4.6-liter Northstar V-8 and a 255-horsepower, 3.6-liter V-6. Both are mated to an electronically-controlled five-speed automatic transmissions.
“We think we’ve achieved a pretty sporty sedan that’s got a lot of attitude,” STS design director Kip Wasenko said. “It’s sophisticated.”
While final pricing hasn’t been released, LaNeve said the STS will start at about $43,000, with a loaded version topping out around $65,000.
The STS’s interior is punctuated by eucalyptus wood trim and all-leather seats, which are available heated and ventilated. A premium Bose 300-watt audio system featuring the first factory-installed surround sound layout is available.
The STS will features several high-tech gadgets such as Intellibeam and Smart Remote Start.
Intellibeam uses a tiny camera and light sensor mounted on the rearview mirror to switch the headlamps from high to low beams, depending on the presence of oncoming traffic.
It will be available on models with high intensity discharge headlamps.
A remote start feature will allow STS drivers to start the car from as far away as 200 feet, and automatically adjust the car’s climate control system and seat heat or ventilation, depending on outside temperatures.
Despite its curb appeal, comfort and technological extras, it may be difficult for the STS to stand out in a market segment already crowded with solid contenders, Jim Taylor admitted.
“(The) medium-size luxury market is exploding,” Taylor said. “Everyone is just dividing the pie and it’s going to be harder to carve out a share.”
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