Cadillac is a distinctly American luxury brand, but there’s no doubt that the ATS and CTS can both hang with the best from Europe, and even teach them a thing or two. Yet despite this, General Motors president Dan Ammann told British auto publication Autocar that Cadillac is “not going to try and ‘out-German’ the Germans.”
Despite the fact that both the ATS and CTS were designed with competitors from BMW, Mercedes-Benz, and Audi in its crosshairs, Ammann told the publication that China and the U.S. are the number one priority for Cadillac. This comes as no surprise, as both markets have been kind to General Motors. Still, Ammann added that “in the longer term there is a role for Cadillac [in Europe].”
As the British publication points out, though, in order for Cadillac to have a chance of succeeding in Europe, it will need to offer its cars with a “credible” diesel engine.
Comments
That is fully clear I would believe to everyone. There is a essence to each of the cars from Germany, USA, England and Italy.
Each has a feel smell and look that tells you right away where it is from. The Germans have a rather plain interior but one with purpose. The American cars have a little more flair and flash. The Brits even under German control have a lot of hand quality to them yet. Then the Italians have always has a real leather feel, smell and mechanical sound to their cars.
The way I see it GM has not tried to hide that these are Cadillac’s. They still have a little flash to them and a style that still says Cadillac without trying to recreate a modern 1959 Eldo. The key it to advance the brand to have a broader appeal but yet retain that feel and look that tells people this is a Cadillac.
Good design advances the model but does not have to rely on all retro influence for all things. The New Corvette is a prime example of this.
I am not saying there is no room for some retro but at some point you have think ahead and be somewhat original or you will never create a true future classic.
Where would we be if GM had never gone out and designed a car like the 55 Belair or 63 Corvette? If they just rehased the same old things or copied every thing from the others we would not have the classics we have today.
Not though it is good to steal from others as Harley Earl was often quoted. He once said the inspiration for the 55 grill and sculpted body idea of the Chevy was lifted from a Ferrari he spotted in Paris.
So I see Cadillac trying to build a car that is truly a Cadillac but one that would appeal to much more than just a Cadillac owner.
He’s trying to compete with the germans by creating competitive vehicles that have some American essence or pride, nothing wrong with that, he just doesn’t want Cadillac to be as generic as Lexus Acura. And while he does have a point to focus on the two biggest markets in the world right now that have also been the most welcoming to GM’s new products, he can’t deny that a respectable presence in Europe will help strengthen Cadillac’s presence in other areas as well, and in that case, a diesel is a must.
GM knows they need this car to do well in Europe but they do not have to be number one to be successful.
Also it will take time as they have to complete earning their reputation here and then there. China has no preconceived issues with Cadillac so they may be ahead there.
Until they are ready to go to Europe there is little need for a Wagon or diesel in the US market as the bulk to support production would be carried overseas with some pick up sales here. That was the original plan till the distributor went out and left the last wagon in peril here.
Two things to take away here is he is not talking full plans and Cadillac has a lot more work to do yet. This is a slow growth market and it will take time there.
Look at each luxury car brand and how long it took to build in the states as not even Benz was number one when it arrived. Some like Lexus never have been and for the most ones like Acura are even marginal to be considered in the class.
Today’s Cadillacs, IMO, are true Cadillacs like its predecessors. Certain models that were not true Cadillacs in the past by looks are the Cimarron, Seville, Allante and Catera. All Cadillac models have a distinct family resemblance with sex appeal added to them now.
The market change over the years when the Germans came here over seas. Cadillac was out of touch with time in the 80s-early 00s and had to develop vehicles to be competitive with the Germans while fun to drive at the same time. which they successfully did. However, certain models within Cadillac step-on each others toes like the CTS and ’05-’11 STS because they were very similar in size. Even the STS and DTS were similarly priced. The XLR was a beautiful car but was 70% complete with bad interior design with rough materials in areas of the car which was not that fun to drive and unreliable and the ’04-’09 SRX was a credible first effort but styling was too blocky and did not resonate with too many people that well.
Now Cadillac is more competitive in this decade and competitively priced ever before without stepping on anyone’s toes except for the CTS and XTS in terms of pricing. The CTS has gone upmarket and created an image for itself same as for the Escalade and selling like hotcakes.
Anyone that says that Cadillac is trying to be BMW or too Euro does not have a clue. It is not only Cadillac that are benchmarking off the Europeans but the Asian, Koreans American, British, Italian and Swedish are benchmarking after the Germans and even the German manufacturers are benchmarking off from one another. The Germans bought cars over and influence people that this is a proper luxury car and change peoples taste of the luxury car market and gaining market share while Cadillac was losing market share in the past. So therefore, Cadillac had to reinvent themselves in ’00s and now they are successful and in order for them to survive, Cadillac need to change with the times.
If you look at the sales, BMW and Mercedes dominate the sales in certain class and in order for Cadillac to compete, they needed to start making class competitive vehicles.
Today’s Cadillacs may not be the traditional Cadillac like it was more than 10 years ago but they are still uniquely Cadillacs mostly luxury performance with an American twist. Anyone that says that today’s Cadillacs are nothing more than German clones does not have a clue.
Johnls_39
Nice post!
Too many want Cadillac to live in the past with another Deville etc. but time and markets have moved on. You can continue to service the older buyers or you can compete with the current market with a taste of the past but designed for todays markets.
Cadillac needs to build on what they have and it will take time. No one is going to hand them the class lead with three new models in a first gen of real world class.
GM had two choices. One to go the path they have gone or the one Lincoln is on. You tell me who is on the right path?
Image is everything here not just the car but for the owner. Build the car and establish a creditable image and they will be fine.
“The Germans bought cars over and influence(d) people that this is a proper luxury car and change(d) peoples taste of the luxury car ”
When it comes to cars, the more I think about it the more I’ve convinced that there is no such thing as ‘German luxury’ or an ‘American luxury’, or even a ‘traditional American luxury’.
There is just ‘Luxury cars’. Period.
You offer what people want, and offer them a product that is exceptional; that they can pride themselves on.
Saying that Cadillac is ‘too Euro’ is a flimsy excuse to diminish Cadillac’s execution of a luxury car. It’s a product that is a response to the demand of luxury consumers.
Cadillac is on the right track; i very sure
But they need to offer more engine choices, and is BOUND develop at least two different diesel engines to be offered in the Cadillac for Europe.
But the way he is doing with Cadillac ; GM is quite good, do not lose the nerves by a drop in sales
In the world of cars, consistency is what leads to success, so Cadillac keep consistent¡¡
And bring us to Europe at least two diesel engines to choose please¡¡
Regards From Spain
If I were a car journalist, I would completely boycott this kind of GM interviews in which there are only phoney promises. ‘We are serious about Europe!’ has been said many times over the last 10 years and ABSOLUTELY NOTHING HAS BEEN DONE here. Even if Cadillac had a full competetive line-up of cars and SUVs in U.S. together with many engine choices there would be still no sales without proper dealership/service chain in all European markets (not just ‘a few, most important’ – what a BS!) . I don’t even mention lack of RHD. GM keeps on killing Cadillac reputation globally (Europe affects rest of the world incl. China). GM is ran by retarded people that have no clue what they are doing. My friend recently went to Opel service that’s on the list of Cadillac service spots on cadillaceurope.com. The staff knew NOTHING about his car and they didn’t even have updated software! Something like this never happens at Infiniti/Tesla dealers in Europe which are also niche players. If they want to do business like this, they better quit or just sell Cadillac brand to somebody who knows anything about selling cars and who is ready to invest.