Magnesium Cadillac Paddle Shifters’ Days Appear Numbered
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Years ago, when General Motors launched the 2014 Cadillac ATS, the premium GM brand made a big to-do about the car’s brand-new magnesium paddle shifters. While not a particularly rare element, magnesium’s total, industry-wide use in automobiles is substantially less than iron, steel, and even aluminum, and the metal is prized for its light weight.
Magnesium is a premium material, and its use in Cadillac paddle shifters starting with the second-model-year ATS showed that the brand was serious about elevating the overall feel of its interiors by incorporating high-quality parts at crucial touch points.
Now, however, Cadillac appears ready to phase out its (presumably costly) magnesium paddle shifters. Starting with the XT5 crossover and CT6 sedan, both launched in early-2016, Cadillac paddle shifters began to shift away from magnesium and toward plastic. The trend continued with the all-new, 2019 Cadillac XT4 crossover unveiled earlier this year.
If some recent spy shots are anything to go by, the forthcoming Cadillac CT5 will also use plastic shift paddles rather than magnesium ones, suggesting that the magnesium shifters’ days are numbered. Two models that still use the lightweight metal pieces – the ATS and CTS – will find themselves on the chopping block after 2019, and the paddle shifters appear likely to die with them.
With that, the question becomes: just how important are aesthetically and tactilely pleasing touch points on an automobile from the standpoint of profitability? It seems to be the dominant sentiment that Cadillac’s interiors lack the same elevated sense of quality as those from Mercedes-Benz, BMW, and other premium brands, counting against the brand in customer and press evaluations.
But does the likely extinction of the magnesium Cadillac paddle shifters represent such a loss that the brand will lose buyers? Over the course of a full production run, GM might stand to save a considerable sum. Will that more than offset the cost of any lost business or negative critical reception?
Let us know what you think about the likely disappearance of the magnesium Cadillac paddle shifters in the Comments section below, and stay tuned to GM Authority for all the latest Cadillac CT5 news.
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Jeff in LA, and Paul. I HAVE been in the Cadillacs. I’ve owned 6, and also the NEW XT4 and XT5, and have a CTS and ATS now. I HAVE also been in and DROVE AUDI, but NOT the others, (Just looked in the windows, I only drive what I possible will buy.). Compared to my CTS and ATS the AUDI is HANDS DOWN BETTER, but again its my opinion. The seats are softer, the electronics are easier to customize and control, and don’t even get me started on the driving, shifting smoothness etc.
This is for you Jeff in LA, Audi has awful reliability, please specify, over the average life and the average driver, meaning overall, where? Because as far as Cadillac goes its NOT a question its OBVOIUS. The CUE alone has to be the MOST TERRIBLE system for reliability, but overall the NorthStar head bolts the rear end leaks, timing chains, transfer case chains, and I could go on but it would be a novel. SURE Audi has had routine troubles like ALL automakers do. A bad this a bad that but OVERALL this is NOT even debatable it is a FACT that Cadillac has been at the BOTTOM of most if not ALL overall AVERAGE OWNER EXPERIENCES. Not some BOUGHT reliability survey or BIAS reliability survey but owners, READ, TALK, ASK. I have, I also have several relatives and friends who OWN Audi. BUT.
Paul, and Jeff in LA, you are CORRECT in my opinion. I’m not all that concerned about the paddle shifters personally. However the TOTAL OVERALL EXPERIENCE of owning a Cadillac needs to IMPROVE. The SERVICE at the dealer level depends on the dealer, however for me its the NON EXISITANCE of GM-Cadillac customer service, ZERO. GM-Cadillac sell vehicles to dealerships and are DONE. Unless it is a government FORCED RECALL the customer is simply out of luck. GM-Cadillac will do, ON AVERAGE, NOTHING for there customers. Bad designs, faulty parts, NOTHING, its the dealers problem.
When we got done test driving the Audi, and were talking to the salesman, I said I wanted to wait until the Cadillac CT5 was released before we make our decision. ( At that time the XT4 wasn’t released yet.). He politely said ” well I don’t think they are going to change there overall manufacturing vision do you?” I had to think about that, but after seeing the XT4 and driving it , he was correct. A CHEAP vehicle and by the time you get close to the same STANDARD options you over priced. Look at that NEW 2019 CT6, what a BEAUTIFULL vehicle !!!!!!. BUT by the time you get the 3.0T which should be STANDARD you are close to $8000.00 more that the Audi A6 with a STANDARD 3.0T. And my cousin drives an A7, his second one with ZERO troubles and GREAT OWNER EXPERIANCE.
KEEP the Magnesium Paddle Shifters whether you use them or not. This is supposed to be a PREMIUM BRAND so it is time to eliminate the *cheap* plastics. GM has already made record profits in FY2018 so there’s really no excuse. Time to step up the game a little more and get the Accounting department to increase doing their job of making it highly profitable. XT4/XT5/XT6 should all have the very same luxurious features inside and out. BMW/Mercedes-Benz/AUDI/LAND ROVER all have the upscale buttons and knobs, etc. The 2020 ESCALADE needs to really come even HIGHER (pun intended) than ever before with all of the consumer desires, bling, increased materials, etc. Not sure what the future MID-ENGINED Flagship Sports Coupe will be nomenclatured, but nevertheless, (CT9?) It should be fabulous with nothing lacking on the inside or outside. Better than XLR!
Did anyone notice that the magnesium paddles are in the cars at the NY Auto show?