Cadillac has no reservations in telling nearly everyone that it is going directly after BMW and Mercedes-Benz, or rather their customers. That much is clear. And though the brand has been and continues to improve and expand its vehicle lineup to be on par or even better than those rivals, it still lacks in other areas of the ownership experience. One of these areas is performance accessories.
It’s pretty simple, really: a subset of luxury car buyers purchase performance parts, either during their vehicle purchase or after. Though the subset is quite small, it is important due to the fan base (and ensuing word of mouth marketing) it establishes, as well as highly profitable. And for the most part, luxury car buyers are not interested in venturing out to the aftermarket to get their hands on these goods, hence the reason for luxury automakers to offer performance accessories from the factory.
These parts are designed, engineered, tested and, for the most part, manufactured in-house. Their fit-and-finish is impeccable and with a few small exceptions, they carry a solid warranty.
2014 Cadillac ATS equipped with accessories, including 19″ black accessory wheels, black grille, body kit, and black rear bumper appliqué (not pictured)
Currently, Cadillac offers just a handful of performance accessories for its vehicles. On the surface, it appears to be “enough”. But we are of the opinion that it needs to offer more, especially in light of its positioning as a purveyor of sport-luxury vehicles. By comparison, BMW offers significantly more genuine performance accessories that further enhance the ownership experience of its vehicles while encouraging the BMW brand values and associated sport-luxury lifestyle.
The way we see it, Cadillac needs to make available performance accessories that empower owners to further improve the following attributes of their vehicles:
- Powertrain: engine, transmission, power delivery, such as differentials, axles, half shafts and more
- Suspension, chassis, braking
- Exterior appearance, function, performance (aerodynamics)
- Interior appearance, function, performance
Cadillac currently offers accessories in the last three categories, but only on certain vehicles and on a very limited basis. And that’s really what it comes down to: if Cadillac — currently a challenger to the German luxury car stalwarts — will ever be on par with (or better than) BMW, then it needs to be on par (or better) not only when it comes to vehicles, but when it comes to the overall ownership experience, such as accessories.
That’s especially the case given that these accessories are usually very profitable for automakers, while increasing customer retention and elevating brand cachet. Growth in customer retention is the result of accessories being directly correlated to customer satisfaction (and therefore consideration after the first purchase) while the latter is a result of the”wow factor” that takes place when other drivers see a sweet-looking Cadillac on the road.
Why So Few Accessories?
Why does Cadillac not offer a significant amount of accessories with its vehicles today? The reason is that the majority of vehicle-specific accessories are usually developed in close conjunction with the vehicle program itself. If that did not take place, as is the case for the currently-available Cadillac vehicles, then developing accessories after-the-fact becomes significantly more expensive.
And, just like the lack of Cadillac crossover models in a crossover-dominant market, it would appear that someone simply messed up in strategic product planning when it comes to accessories. Hopefully, Cadillac’s newly-installed leadership will not make this error.
The Current Situation With Cadillac Performance Accessories
As we stated, the current selection of Cadillac performance accessories is relatively slim, especially compared to what’s offered by BMW, whose accessories outline you can find below.
Currently-available Cadillac performance accessories:
- Brake upgrades
- Wheels
- Suede steering wheels and shifters
- Ground effects and spoilers (very limited)
- Suspension (very limited)
- Black grilles
- Interior trim
What we would like to see Cadillac offer:
- Wider choice of performance steering wheels (flat-bottom and on-center stripe)
- Performance seats (Recaro units from V vehicles)
- Performance intake and exhaust systems
- Brake upgrade options, including carbon ceramic brakes
- Exterior kits that improve aerodynamics and appearance
- Powertrain items, including axles and differentials and even bundled tuning kits by stages
- Wider choice of suspension and chassis upgrades
- Cadillac, V, and V-Sport stripes/decals
Essentially, owners of “standard” Cadillac vehicles (read: non-V and non-V-Sport) should be able purchase official Cadillac performance parts in order to turn their vehicle into a V-Series model as (realistically) possible. Cadillac parent General Motors already employs a similar strategy with Camaros and Corvettes to great success.
BMW Performance Accessories
The vastness of BMW’s performance accessories catalog puts Cadillac’s to shame. Just… look:
Aerodynamic Components
- Aerodynamic kits
- Front splitter
- Spoilers
- Mirror caps
- Rear diffusers
- Rear fins
- Many of these are offered in standard and carbon fiber finishes
Brake Systems
- Performance brake system
- M Performance brake system (higher caliber than above)
- Carbon ceramic brake system
- Cross-drilled rotors
Carbon Fiber Accessories
- Interior trim
- Door pillar accents
- Mirror caps
- Front splitter
- Rear diffuser
Engine Aspiration
- Performance air intake
- Performance exhaust system
- Rear diffiser
- Exhaust pipe finishers (carbon fiber and metal finishes)
Suspension
- Strut braces
- Aluminum performance strut brace
- Front suspension/strut tower brace (metal or carbon fiber)
- Performance suspension
- M Performance suspension
- Control arm
Tuning
- Various performance packages that bundle performance hardware with stage tunes
Wheels
- Broad wheel selection of various:
- Sizes
- Colors
- Designs
Shifters & Levers
- Carbon fiber gear selector (automatic) and shifter (manual)
- Performance shift knob and gear selector
- Short shift kit
- Shift boot
- Parking brake handle
- Parking brake boot
Steering wheels
- Round
- Flat-bottom
- With and without on-center stripe
Performance Style
- Door sills
- Illuminated M and BMW Performance logos
- Black grilles
- Stripes and decals
- Alcantara and Carbon Fiber interior trim
- Floor mats
- Offered with BMW Performance or BMW M logos
Share your opinion about the notion of Cadillac expanding its performance parts catalog in the comments.
Comments
Absolutely they should offer more performance options.
Nobody markets accessories better than Harley-Davidson. It provides an exceptional revenue stream and helps build a loyal fan base. GM would be wise to follow their lead. I like how they have interior trim kits for the ATS; that’s a start. Keep it coming!
CCC
Performance is the ultimate luxury and given this, Cadillac should develop the twin-turbo 5.0L V8 engine used in the Elmiraj concept car and be independent of needing to borrow the LT4 from Chevrolet’s Corvette and building an engine that would allow the CTS-V or a new Cadillac sports coupe capable of outperforming the C7 Corvette Z06.
motorsycle vs car accessories wtf. This is perfectly normal. This is not a luxury or sporty. It is normality. All car manufacturers offer a variety of models such its annexes. It is odd that the only cadillac discovers such things.
but these extras are quite beautiful cadillac What images.
additional equipment if the equipment does not offer or a little. you will not survive in the carworld.
Car manufacturers are making cars even every month facelift. not easy to survive
Keep in mind BMW can get away with this because they are BMW. Lets face it most Cadillac owners are not tuners at this point. Many of these parts would be made and collect dust on the shelf for now.
Lets let Cadillac first get the rebuild we are in done and then we can worry about tuning parts. We have so many new models and make overs to come in the next 5 years.
Look around now with what parts they offer now and how few are sold. Earn a rep as a tuner car then offer more things.
The Aftermarket is what got BMW on a roll first and then they offered their parts to make profits from them. BMW did not create all of this. There was a good clear network of BMW tuners that lead to this and all were private companies and many are still there.
I would if I were GM get Hennesey or Lingenfelter as a partner to make tuner parts and work from there. SLP is still looking for opportunities.
But I would dedicate my engineering staff to fixing the car lines for now and not bolt on parts.
Just turn on the flex fuel option. E85 gives a very nice boost to the engine as well as a big discount on premium gas. Codes are already in the ecm, just need the sensor.
I believe a performance image is necessary for any car in the Cadillac price range. Not only BMW but Audi and Mercedes compete and win on the track. So does the Cadillac in the Pirelli WC. Maintaining a winning team is crucial. I think being able to win at the track is more important than manufacturing an abundance of tuner parts. A few for the ATS-Vand CTS-V is all that would be necessary.
Not only the performance side but the luxury side too . Then you wouldn’t have to go looking at aftermarket parts that may not be the best quality and doesn’t carry the manufacturers warranty .
There is definitely a market for parts to individualize your vehicle . Not everyone wants to drive the same looking car as everybody else , escpecially high volumn cars and trucks .
Absolutely! They should offer more accessories, expand it to cover the entire line up & most importantly no more color restrictions on regarding the bodykits ! (right now if you configure an ATS or a CT6, you are limited to just a few colors).
The accessories shouldn’t be to limited to performance only. the visual accessories go a long way, it allows owners to personalize their cars , make one of kind & truly their own (not just another Cadillac). which in turn increases customers satisfaction not just with their cars but with the Cadillac brand as whole.
A Happy customer is a loyal customer & a walking talking ad … Word-of-mouth travel fast.
The OEM-Accessories are very important & more manufacturers are taking notice. Both Bentley & Jaguar now offer more accessories & AMG started teasing their accessories program.
Cadillac is on the right track… But they have a lot of catching up to do
First off, I love the perspective of this OpEd with one issue/fact that comes to mind regarding factory/dealer/GMPP catalog offerings. The T1 package for the C7. It’s an example of what’s wrong with GM providing the package. You buy the $3000.+ package from GM and lose your warranty. Regardless of the packages intended use, you buy it from GM, probably have it installed by GM, then lose your warranty? How could similar such package’s benefit Cadillac or it’s customers?? Also, the cost of said offerings are usually much higher than what’s offered from the aftermarket which is many times better engineered. Unless GM FULLY supports any package sold and applied to a customers vehicle, albeit it’s installed/serviced by the dealer and SUPPORTS the FACTORY warranty it becomes like the T1’s failure and disservice to C7 owners who lose their warranty. Of course, we can always be disingenuous and install a package outside of GM’s knowledge and if warranty issues arise, revert back to stock factory parts but is that what we really want to do? No, so GM, give us well engineered parts and a warranty to warrant the price we’re charged to buy and install them. The after sale of parts/packages if you will is easily emulated and will be successful when focused/geared to the purchasers of a particular model. Performance for the performance Caddy with maybe some added luxury and vice versa for the luxury buyer. Follow BMW’s market modeling if that’s your market. A no brainer, IMHO…
FYI you do know that of the automakers aftermarket parts divisions how sales are?
Direct Connection best seller is not a Chrysler Dealer.
Ford Motorsports best selling retailer is not a Ford Dealer.
GM motorsports is lagging as their dealer sales are not great and the aftermarket retailers have to buy from a dealer as GM will not sell to anyone not a dealer. Some like Jegs bought a dealer just to sell the parts.
GM performance parts is a mess and needs some reorganization.
I sat down with the Direct Connection manager last year and even they are struggling after being raped by the Germans who did not care. They still have a tough road back.
Automakers have never handled performance parts well as they are often unknown and over priced.
Warranties yes but so do the non MFG parts too.
“Some like Jegs bought a dealer just to sell the parts.” This is a misleading statement. Jegs did not purchase a dealer. However, they’re affiliated with one.
Here is the key here to the performance parts.
For GM to make any headway they would need to make sure they offer things only GM can offer.
Things like a Turbo Tune for the ATS Turbo 4 would be nice with a boost in HP and Torque.
But for things like wheels and exhaust the aftermarket has it pretty well covered. In fact many of the wheels and exhaust GM offers now are made by the aftermarket companies and GM sells it at a higher price.
They really need to focus on the lower end cars and not say like the V models. Most V models already have the by pass exhaust and the add on Carbon items. Offer these piece meal to the folks who bought the standard models and want to add some trick parts.
Then offer them to the people at the point of sale with the car so you can add it to the payment.
The problem with GM parts generally is they are almost always over priced for what you get. Too often the parts in the box are often made by the same companies making the parts for Summit Racing and Jegs at a cheaper price.
Some case it is so bad that I have seen the name of the original MFG on the re boxed GM part. Wheels with Ultra Wheels cast to the back side of the wheel etc. Some customers never notice but many do and wonder why they paid more.
The thing is other than some of the engine bits many of the parts you buy from GM Performance, Ford Motorsports and Direct Connection are all made by aftermarket performance companies. Note that for years GM ignition boxes were painted blue but were MSD and many of their gauges were Autometer. Also One company makes many of the valve covers and engine trim parts for Ford and GM both and they sell them themselves under their own brand cheaper.
To do this right and to justify the price they would need to make parts an packages others can not offer. Right now there just is not that much of that going around.
And Yes even the Cadillac guys will buy the cheaper part from the aftermarket if it is as good or better. Price dominates in the performance aftermarket. This is why the local speed shops have died as they could not sell for the same prices as the web shops. The dealer parts are usually at rape price.
Even the GM parts I get through work at my discount is too high but better than many of the web sites selling parts. Note many GM performance part web sites advertise cheap prices but sock it to you on shipping. My GM tune kit was two Map Sensors and to harness clips. They were priced at my cost but their shipping was $100.00.
GM and Cadillac need to earn a rep to really get these prices and they will but we are not there yet. They really need to take their racing programs and boost them in marketing much better first. They have had a winning combo but so many have no clue. BMW marketed their racing before the parts and earned a rep.
Also any bolt on parts need to be tasteful. We do not want or need cars looking like they are pimped out trailer park trash.
See the problem here is people think of performance in their own terms here. I work on the inside and see just what is going on in the industry and how things work or don’t work. I also know the customer base as well as anyone here if not better after 20 plus years. Cadillac is going to get better but they still have a lot of work to do before we get too focused on overpriced parts here. This is something that needs to be sorted and planned correctly or you will end up with a ton of unsold over priced parts.
I think the strong move for Cadillac for now is to make a move like Chevy did back in the 50’s and 60’s and work with the aftermarket to make the parts for the cars. If you work with them you can focus on the car and let them take the risk on the parts and let them do all the marketing. Chevy did this with companies and it earned them a reputation real fast.
Scott3, while I dislike your posts as I feel you are a delusional fanboy at best and question your analytical capabilities, I have not down voted you, yet, but you, once again illicit criticism. Let me address this point by point.
1. “For GM to make any headway they would need to make sure they offer things only GM can offer.”
Wrong. What GM needs to offer is what ANYBODY can offer with Peace of mind knowing it’s backed by GM WITHOUT question and is a definitively positive move regarding application parameters and supported by a GM warranty. No BS of, I put this on and it’s not supported by GM and a warranty after I BOUGHT this from GM, and yes, had it INSTALLED by GM. GM needs to provide the best products with the greatest peace of mind. Please tell me and others you understand.
2. “Things like a Turbo Tune for the ATS Turbo 4 would be nice with a boost in HP and Torque.”
Yet you support no warranty for other GM parts like the T1 which is merely a suspension part while any type of tune is a DRIVETRAIN WARRANTY issue??? Seriously? Ok, here’s the olive branch. I, AGREE! There should be a tuning option for ALL GM high performance models! Why? Very Simply put. IF you can tune these HP vehicles and give them ALL you can while being able to literally categorize and catalog what’s being done from a manufacturers standpoint, doesn’t that serve all the very best??? Shelby is the best example of this as they ALWAYS exceed Fords performance yet maintain warranties and MFG support, do they not?? GM needs to do the same. Period. Don’t leave it to the aftermarket when you make the OEM part of the picture and you can make it inclusive. Get it?
3. “But for things like wheels and exhaust the aftermarket has it pretty well covered. In fact many of the wheels and exhaust GM offers now are made by the aftermarket companies and GM sells it at a higher price.”
Yes, the aftermarket has it covered BUT people want these items covered under warranty if they are to pay a higher price at/from the dealer/GM. Screw GM for offering someone else’s product with a higher price and with no warranty or voiding said warranty. Am I getting through here? People are very internet/computer savy and find the best deals and the contradictions regardless of who the manufacturer/seller is. If it’s crap with a crap warranty or forum issues abound, people know and won’t buy. period.
4. “They really need to focus on the lower end cars and not say like the V models.”
Wrong again. GM needs to focus on the people who are spending the $$$. The entrance level buyer wants a “Cadillac” and doesn’t have the $$ for upgrades. Again, look at the buyer/sales model BMW/Benz has going and find the same market. Not rocket science buddy.
There are more aspects I disagree with you but frankly, i’d rather not waste any more of my time. Bottom line is WHATEVER GM “offers” to customers, It MUST come with a warranty, installation and support without being detrimental to anyone who buys your product. Simply put, offer a superior product with an acceptable warranty and competitive price without detriment to the current owner. Notice I didn’t say original, but, current? Don’t make ANY owner during the vehicles life alienated. Welcome them to the family and give them the support/warranty they deserve and you will have a recurring customer base regardless of original owner or current owner. That is what the aftermarket understands as this is where they make their $$. This leads to so many other brand loyalty perspectives which need to be nurtured and not just based on the current new vehicle sales projections, Cadillac or otherwise.
Well I have no personal feeling one way or the other to you as they get in the way of clear thinking as in your case.
You have laid out a long and winding list of reasons that really are not accurate or true.
Let make this simple just for you since I see the need.
Case in point. You do realize how many RPO parts GM offers now for many of their cars? Yes there are many RPO parts available for each of the car they sell. Many are exhaust and wheel options.
They generally do not sell real well because of one simple thing Price. Have you ever priced the RPO wheels for a Chevy Truck? If so you would understand why it is rare to see a GM exhaust and or wheels or grill on any GM product.
Another Case the Camaro offers a ton of RPO parts from the dealers but here again how many do you see other than the one Ground FX package that often was installed by the dealer prior to the customer finding the car?
Second the fact is aftermarket parts generally all have sold and long warranties. They do not negate the factory warranty unless they do cause some direct proven harm to the car. The Magnusson Act covers this clearly. I have worked with even some companies that if the MFG gives the customer trouble they will legally represent them.
If you want a tune that is fine. I own A GM tune and it works fine but there are others out there that are offered that are as good and will do no harm and do offer a warranty.
You pose Shelby. That was my point earlier. If you want to do a Shelby for GM go to LPE or Hennessy. GM also used SLP and a performance company in Georgia to do Camaro and Trans Am models in the past.
I wish you would read up on the laws reguarding warranties and the aftermarket as it is pretty well protected in several ways. Many of the MFG web sites detail the warranties and the customer rights in modifying the car.
FYI if it is any help just because a dealer installs it does not mean what they are doing. When I had my Tune installed at the GM dealer I had to sort the thing out myself. GM used 90 Degree Map to replace a 180 degree map. I had to move the radiator forward. to clear it. I also had to work with Bill Duncan GM performance powertrain engineer to sort the system out. I also have see many have issues as the dealer could not splice the wires correctly. Just go to the HHR SS forum and read the post. I love my tune but the dealer was really the weak point. I even had a good dealer do the work.
FYI also keep in mind GM has a computer upgrade with a vacuumed pump to help in brake assist at start up. They installed it and found out later the tune did not work right with it. That left many with out their cars till GM sorted that one out too.
The major flaw with your idea is while GM can design or buy these parts from the aftermarket they have a dealer network ill equipped to deal with many of them. Sure they can bolt on a set of wheels but in things like the tune the common GM phrase is replace with know good units is used for the techs as they do not train them to understand the systems at all. The guy I had on mine was their Turbo tech and smart but he missed several issues I found and confirmed with Duncan and I had to go tell the dealer what to fix based on Duncan evaluation.
I have another friend who has an SS now that the car rev’s between shifts. So far no one can sort it out at GM or the dealer.
Oh how I wish your world were true but it is now.
Sorry this is rushed as I have to go to work in the performance aftermarket doing QA.,
Meh. I’d much prefer if they went after Lexus and MB instead of the overrated rubbish BMW is.
They should offer cars with a much better fit and finish and build quality.
The interior of the new E-class is light years ahead of the upcoming CT6.
The new Escalade bottom rusts within the first year, and has a horrible paint quality.
Cadillac should first learn to build top quality cars, before this performance crap.
I couldn’t agree more! Ive owned several BMWs and the performance and appearance parts for them were endless. With my ATS coupe, there is absolutely nothing. Cadillac doesn’t even have a aero kit or spoiler available for the coupe and its ridiculous.
I concur overall that Cadillac should definitely provide more aftermarket performance & appearance parts. My priorities would be, (aka I would purchase these):
Tune of engine & transmission for 2.0T Turbo engine with warranty (believe Ford has this)
Full set of black out trim so I can use when I buy my Dark Adriatic Blue ATS Coupe (why not factory option for all colors)
Light weight two piece brake system option (light weight instead of larger diameter for better ride handling)
V-Sport suspension for any engine available.