We had a feeling something was up with Cadillac‘s V-Sport trim level when the brand suddenly renamed the 2019 CT6 V-Sport to CT6-V. But now we know for sure: the Cadillac V-Sport sub-brand is going away.
Cadillac’s Y trim level strategy, originally introduced on the 2019 Cadillac XT4 and 2019 Cadillac CT6 refresh, revamped the brand’s trim levels, bringing order to what was otherwise a rather unclear and chaotic structure. Originally, Cadillac planned the Y trim level strategy to start out with a base trim called Luxury and then expand via two branches:
- Premium Luxury and Platinum were on the “luxurious” side, while
- Sport, V-Sport, and V-Series were on the sporty side
But now, the V-Sport trim has been removed from the sporty brand.
“We’re evolving the Y trim level structure,” Cadillac CT5 chief engineer, Mike Bride, told us during our interview at the 2019 New York International Auto Show. “We are simplifying the lineup, there will be a Sport and a V-Series,” he added.
V-Sport was introduced on the Cadillac XTS V-Sport and the third-generation Cadillac CTS V-Sport as a V-Series “lite” of sorts. The CT6 V-Sport, announced a year ago during the same venue here in New York, was to become the third member of Cadillac’s V-Sport family. However, that suddenly changed a few months after the announcement, as Cadillac shared that the CT6 V-Sport would be sold as the CT6-V.
“We struggled with that a little bit, with V-Sport being a sub-brand of the V-Series,” said Bride.
The 2019 Cadillac CT6-V was revealed as a CT6 V-Sport at the 2018 New York Auto Show, but was subsequently renamed to CT6-V – with no changes to the actual vehicle
It’s worth noting that the discontinuation of Cadillac V-Sport models comes at a time when rivals are introducing “lite” sub-brands of their ultra-high-performance vehicles. For instance:
- Audi has the S# series of its A# models (S3, S4, S5, S6, S7, and S8) as a “lite” version of its RS# models
- Mercedes-Benz has “AMG lite” models with a smaller nomenclature (C43 AMG is a “lite” version of the full-on C63 AMG)
- BMW is currently rolling out “M-lite” models (M340i is a “lite” version of the full-out M3)
Cadillac seems to be planning something else, but we don’t know what.
“But you’ll see more V-Series rolling out amongst Cadillacs… more to come on that,” Bride said.
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Comments
Good. You don’t need sport, V-Sport, and V. As long as sport offers at least an optional engine upgrade over base engine (hint hint at the SUVs Cadillac – XTS has the 3.6TT and it should be in the SUVs)
Why have a CT5 sport with 3.0TT, V-Sport with upgraded 3.0TT, and a full on V with blackwing? Just complicates things and probably confuses people
You don’t need it, per se.. yes. In that regard, you don’t “need” any kind of branding, as all of these models could be sold as “engine variants”, such as Cadillac CT5 2.0T or Cadillac CT5 3.0TT. But there’s one problem…
That problem is with marketing and branding, and the associated image that these two things bring to the table. Having a separate brand/sub-brand makes these vehicles easier to refer to, and therefore easier to market and easier to sell.
So instead of selling this lineup…
– CT5 (Luxury, Premium Luxury, or Sport – which *only* deliver cosmetic and interior equipment) with the 2.0L engine
– CT5 V-Sport (with the 3.0TT engine)
– CT5-V (with whatever V engine)…
… they will now sell…
– CT5 350T (Luxury, Premium Premium Luxury, Sport)
– CT5 550T (Luxury, Premium Premium Luxury, Sport)
– CT5-V
They’ve added a bunch of numbers to the lineup, which makes it harder to brand. What would you rather pronounce – CT5 V-Sport or CT5 550T?
I’d rather pronounce CTS-V but that’s no longer a choice unfortunately. I see your point Alex, but think that the branding should belong more to premium lux and sport names.
Give each a nice engine, because luxury denotes power and sport denotes, well sport, which needs power. Combine VSport and Sport – maybe rename sport to V-Sport to keep branding. But don’t have sport, vsport, and v. It’s redundant and adds complexity for no reason.
I’m glad Cadillac is simplifying their trim strategy because before it was such a broad range. Ex: The CTS started in the 40s and stretched into the 70s not including the full on V.
This is too many trims:
2.0 Base
2.0 Luxury
3.6 Luxury
2.0 Performance
3.6 Performance
2.0 Premium Luxury
3.6 Premium Luxury
V Sport Luxury
V-Sport Premium Luxury
V
It was getting confusing though. People still ask me “is that the VSport with the Turbo V6 or the VSeries with the S/C’ed V8” Some even refer to it as “the V12,” which perplexes me. I don’t have a problem with the numbers per se, since they are doing it towards a future goal, BUT, they must stick to the plan and be consistent. Furthermore, it certainly can’t be anymore confusing that what ever the heck Benz is doing these days. Their alphanumeric situation is insane. And the figuring out which model is an actual performance AMG or a wanna be is just mind-boggling.
What I really think the Y strategy should have done was address the fact that no Cadillac should have to be called Luxury or Premium. It just should be. It would have made sense to simply have upgrades to “Premium Lux, Sport, Platinum” with the VSeries available in any of them as well. For instance a VSeries with all the comforts of the Platinum.
GM Beancounters at their absolute Best.
I take it the Platinum versions are Gone as well?
Where’s the beancounter portion coming from? Always lost as to why BEANCOUNTERS, the term, is only used when referring to General Motors LOL. Who started that? Its as if they don’t know how any other corporation works on the planet Earth. Platinum options still exist
The VSport name is GONE, not the VSport characteristics. I’m wondering if the 335HP/400ft-lb CT5 is as fast as the 420hp/430ft-lb. (Zero to 60 mph: 4.5 sec.) One of the culprits in making it as fast I think will be the much quicker 10 speed. Dying to see the weight and if its lighter.
I love how people complain about bean counters if they are not the ones that have to pay the bills!!!
Alex, the only thing I care about this is what’s the future of the LF3 TTV6. GM could recoup some of their development cost by proliferating the LF3 into other GM brands (specifically, the new Blazer). They could also bring back the Typhoon and Syclone for GMC. I would love to hear what your thoughts are on this, Alex.
You made no remarks as to what to expect regarding ATP because of this change. I’d expect it to follow GM’s recent history, a significant raise in the Average Transaction Price.
Well since the really failed to use and market the V Sport few will miss it.
It also was a little confusing to outsides with such little marketing.
It would be easier to market with the name or a name but you need to do better marketing.
Let face it this was the car you welcome saw on the road and often forgot about. I never saw anyone ask if there was going to be a V Sport of anything on future products.
Maybe the ‘V’ brand will be tied into their new numerical nomenclature, e.g. V500, V650. This would allow multiple levels of performance for a vehicle while all being in the V brand.
I know that I will get a lot of flack about what I”m going to say here. That’s ok. This is where we are supposed to be able to say what’s on our minds, voice opinions, and look openly at other’s comments…….
I just don’t get it. Why keep chasing the German brands? Why is Cadillac in a race to having cars that ride like smelly brown stuff? Do people really ask for this? What’s with the obsession with “Sport”? This really does evade me as I have zero personal interest in driving down a road and “feeling” every bump/hole/dip. When I travel, I wish to be ISOLATED from the road and noise. If I’m going long distance, I want a car/suv in which I can put a lot of miles on with little fatigue. Cadillac used to be that brand. They used to have a ride that was sought after by many. I can’t begin to recall how many times I’ve heard the saying “this thing rides like a Cadillac” and that meant something good. You would see TV ads (or print) which invoked comfort and tranquility. Now today they show the cars/suvs racing down dirt roads like someone who just stole a Jeep Wrangler. Or they have them racing down a blurred space, giving the impression of driving very fast. Who really ever drives like that? And it’s not just Cadillac doing this. It’s Audi, MB, BMW and even Lexus now. Why?
I recall the first XTS-V sport we got in at the dealership I was working at in 2014. Most everyone was very excited and would take the car out for a “drive”. When I had a chance, I took it out for a ride and found the seats too firm and the ride quality way too stiff for my taste. And that was the XTS! I’ve put a few miles on full on V-series cars and would personally never buy one. But I really don’t think I’m alone and the sales show this. Why has Cadillac abandoned people like me who value ride and quiet? Softer and more comfortable seats? People who value real American luxury instead of a wanna-be import brand. It’s too bad because my 40+ year love of everything Cadillac is just melting away while Cadillac attempts to follow the Germans. What ever happened to Caddy leading instead of following?
Seems like Cadillac is trying to appease two sides with their Y trim strategy. Premium Lux for those who want more luxury and Sport for those who want something more sporty. Makes sense to me, and I think it’s a smart move. I’ve ridden in a few modern Caddy’s and enjoyed every ride, but to each their own.
Have you been in a CT6? I haven’t but maybe that’s more of a driver for you. ATS was definitely more sporty than luxurious ride but I like a mix of both I guess. Wish I could get a CT5 sport with the premium lux interior although the two tone interior shown on other sites is awesome
@K:
The problem even with offering the Y trim is that the “luxury/premium Lux” still has the overly large rims with tires that are still too low profile. If they would offer the luxury side with a total emphasis on ride/comfort and then offer the sport trim for those who feel the need to carve out corners, then I’d be happy with that. But even the luxury trim is too firm. I also see the huge problem in the overly firm seats.
As for the CT6? Yes, I have recently driven one about 6 miles on a Cadillac ride and drive event. Seats were ok, but still a little firm. The ride was better than the others, but then it’s also the biggest of the bunch. But you are correct in saying to each their own.
Agreed on making the lux modes more luxurious oriented. The more they define each trim lux vs sport the better.
“What ever happened to Caddy leading instead of following?”
They’ve been under the impression that the German makes became popular among US luxury buyers because they were sporty, when in fact it was because they are imported, recognizably expensive, class and age markers.
The second crime is that they haven’t used modern adjustable suspensions to have a smooth ride AND decent handling in high powered cars. The craze for ever-larger wheels hasn’t helped.
It’s too late to make the sedans roomy, but they can at least offer a softer ride option.
Speaking of Cadillac tradition, I really hoped they’d make a less expensive, lower powered V8 for non-V models. It would really set the CUVs apart.
Ralph L:
I really agree with you on nearly everything.
“But I really don’t think I’m alone and the sales show this. Why has Cadillac abandoned people like me who value ride and quiet? Softer and more comfortable seats?”
You aren’t alone in those demands. The fact is that Germans, the Japanese, and the English already offer cars with a soft ride, so it doesn’t fit the narrative of “America vs. the world” if any luxury automaker can make a comfortable riding car. People definitely do want soft-riding cars (I’m getting there too), and as expected, the market has responded in kind with more luxury cars to choose from.
What is wrong is to think that only American makes can provide a soft ride, and that German makes are always hard-riding. The S-class alone should disabuse you of that thought, and considering that MB has built a soft-riding S-class for decades, should tell you that no nation has a complete lock on car-ride qualities and performance.
If you were right, then it would be impossible for the CTS-V to exist as we all know American cars can’t take corners….right? 😉
I agree 100%
I think the problem is that when Cadillac made cars that rode like a Cadillac, cars that were the Cadillac of cars, you’d also have to look at the clientele….For about 50 years, Cadillac meant that you had made it….unfortunately, you made it to the finish line, aka retired, and this was your present to yourself for a career well worked.
Hollywood never helped the cause by perpetuating the notion that to say a younger person has arrived they arrived in a German car.
Somehow they have to get the thirtysomething’s of the world to see a car that can give you the ride we all crave, floating down the road, not feeling anything, yet still be able to handle corners competently.
I hate that Cadillac has gone from the car that the Elvis’ , Gable’s, and Deitrich’s showed up in at events to a car that an old man reeking of Ben Gay shows up to the golf course in
On the current gen CTS, seems the V-Sport was just a way to bridge the rather large price gap between the gen2 CTS-V and the current get CTS-V.
If the new CT5-V reverts to M3-like pricing, there’s no longer a need for V-Sport, just like the gen2 CTS, which is all the better IMO.
Well, the goal of CTS V-Sport was to bring the huge gap between CTS 2.0T, CTS 3.6, and CTS-V. It creates a perfect stair-step lineup… a formula BMW, Mercedes, and Audi have invented and perfected over decades. A perfect example is the E-Class:
E300 (2.0T engine)
E400 (3.0 TT engine)
E53 AMG (3.0 TT High Output engine and various AMG tweaks to suspension and styling)
E63 AMG (4.0 TT High Output engine and maximum number of AMG tweaks)
– There’s also an E63s AMG that takes the E63 a step further
That’s a lot of skus for MB. I’m guessing they’re trying to phase out the old 3.0TTV6 in favor of the inline 6 found in the AMG53 models, so I don’t imagine that will go on too long. BTW, the E63s is pure profit — squeeze out extra horsepower and charge $10K+
Cadillac over-designed the CTS V-Sport with a different engine and track-worthy suspension, versus the wheel, tire, tuning, styling tweaks others do. It always won the best driver in comparisons, but people tend to buy these mid-line performance models primarily as luxury cars which did not result in sales traction.
Nor did that CTS V-Sport align with the milder XTS V-sport.
So just as well that they did away with the confusing V-Sport. All of which makes me wonder what the CT6-V really is…
I’m not surprised, I was expecting it to be honest.
“Audi has the S# series of its A# models (S3, S4, S5, S6, S7, and S8) as a “lite” version of its RS# models”
Audi nailed that formula long time ago.
S-line (cosmetic packages) > Sx > RSx.
“Cadillac seems to be planning something else, but we don’t know what”.
They’re just throwing stuff and see what sticks.
“Audi nailed that formula long time ago.”
They really did nail it. Mercedes followed with:
– Luxury / Sport / AMG-Line appearance packages
– AMG C## (smaller)
– AMG C## (larger)
BMW is now doing it with..
– Luxury / Sport appearance (and M-Sport appearance + suspension package)
– M###i (M340i)
– M# (M3)
Cadillac had the opportunity to nail it with this renaissance… not sure if they did or not. They nailed the bottom end of the Y trim level structure… I’m still unsure if they nailed the top-end.
Yessir. They could learn a thing or two from Audi … If only. oh wait, never mind lol.
The problem with the sport trim so far is that it amounts to blacked out trim and not much else. If there was a power bump and suspension changes that would mean something. Take the XT4, the sport literally is an appearance package. They could have at least turned the boost up a bit on that turbo 4.
I don’t think “Sport”, in the context of Cadillac, is an enhancing name – even if you’re right.
Sport works as an inviting low trim name with a different style than Luxury. People want their cake and to eat it too. Low-profile tires are a must and they need to ride smooth as smooth as possible with them.
Within Sport, I’d like to see option packages for spirited drivers.
Hopefully the CT4 keeps manuals, adding awd to them.
As with the CT6, V and Platinums need outstanding power and it made clear Platinum is best equipped. Without a V level engine, a Platinum package on Premium Luxury makes sense.
It sounds better to me doing a “V” and a then a hypothetical “V-Elite” or “V-Apex”, than ‘V-Sport” and “V”. That’s if it’s appropriate for an expanded trim.
I hope Cadillac leadership doesn’t over react to the on-line drama.
It also seems like that Cadillac is abolishing the Platinum trims and only reserving them on upper end Cadillacs like the CT6 & Escalade. Now Cadillac is offering Platinum package for Premium Luxury and Sport for the lower to mid-grade models. I hope they offer at least two-three color combinations each for Premium Luxury and Sport models. But I won’t be surprise if they offer one color combination for Premium Luxury and Sport which the same color combinations are available in a choice of two for Escalade, CT6, XTS & XT5.
I looked at the XT6 online order guide. To get the Platinum interior, you have to get most if not all of the major option packages too, so it’s essentially the same as before: a fully loaded vehicle with higher grade materials and fancier wheels, just not labeled a Platinum.
I did read that there will be a Platinum CT5.
And the hits keep coming as this is another reason why General Motors CEO Mary Barra needs to be shown the door as this decision to discontinue the V-Sport option is a failure of leadership because it gave Cadillac vehicles the ability to be competitive with the rest of the world; but you could have seen this was going to happen when reports surfaced that the new Blackwing 550 hp twin-turbo V8 would not be available to most vehicles in the Cadillac lineup.
As the owner. Now on my second CTS V-Sport (Morello Red Edition). I think its an opportunity lost opportunity. People see my car and are confused “Recaro Seats in a non-V Caddy”? You have to then explain the V- lite thing – more than just cosmetics. I grew up with the old school Cadillacs. And have owned DHS; DTS, Escalade and (2) CTS V-Sports. Offer variety, market the product offerings to appropriate demographic. I grew up with soft blvd cruisers, doesn’t necessarily mean I don’t want the option of a firm/sportier version. I have a BMW in the stable as well, have owned 15 of them. “I do not have to make any excuses for my V-Sport, it is Bad@ss. rant end…..
Previously CTS had a V-Sport Pkg on the standard CTS, which only added tires, wheels, cornering.
Now with the Sport Trims, they can offer a V-Sport Pkg that also adds a higher end engine.
With the V-Sport line gone and also the discontinuation of cars like the ATS-V coupe and sedan, GM should take those drivelines and put them into cars like the Malibu and the Camaro. A 410hp FWD based Malibu SS with AWD, a 420hp/430tq RS-1LE Camaro with alot of the features from the ATS-V Coupe (minus the 464hp rating) but just maybe offer a GM Performance Pack Level 1 kit to reach that number), maybe even a 400hp 3.0L standard Camaro RS Camaro, a 410hp Chevy Blazer SS, a 464hp Chevrolet Colorado SS, a 410hp Traverse SS, etc. Truthfully there is no reason as to why it shouldn’t happen this way.