Copyright 2005
Cadillac CTS - Limousine:
Should You Buy This Car?
Cadillac has a tough row to hoe in this segment. Granted, the Escalade SUV is bringing a new kind of buyer into the showroom, but the Escalade isn't really that much of a stretch from the land yachts of yore.
Executives at Cadillac say they have learned some important lessons from the cars that came before this one--and from their competition as well. Lincoln's LS comes up as poignant example. Jay Spenchian, Cadillac's brand manager for CTS, emphasizes that they will not overbuild this car. He says one of the mistakes Lincoln made was building in excess of demand and then offering incentives to move the product. He feels this strategy cheapens a brand and is damaging to the image. He also says CTS will not be offered in rental fleets. The idea is to keep the car viewed in an aspirational light. They have the capacity to build 30,000 cars a year and will let the market dictate the actual number produced.
That's pretty original thinking for a division of General Motors.
But, CTS is a pretty original animal for the General. This is an Audi, Mercedes, BMW type of car that is more than capable of satisfying the needs and desires of that customer base. The styling is definitely controversial, although it does look better in person than it does in photographs.
Once people start seeing the car on the street, we daresay it will generate a following. Is it a design that will age well? Only time will tell. And the success or failure of CTS will greatly influence the future of Cadillac.
If the shape attracts as many people as it repels, and word spreads of the excellent fit and finish and marvelous driving experience, CTS will be a success. And for a change we can say without reservation that a Cadillac deserves your whole-hearted consideration. Isn't that refreshing!
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