CADILLAC BREAKS THROUGH THE LUXURY MARKET WITH FIVE PRODUCT LAUNCHES IN 18 MONTHS
For a century, Cadillac has been known for breakthroughs such as the self-starter, the first mass-produced V8 engine, the first high-volume car to be designed by a stylist and the first mass-produced vehicle stability system. Cadillac’s tradition of pioneering technical advancements with real customer benefits continues, with technology such as Night Vision, OnStar, XM Satellite Radio and Magnetic Ride Control, the world’s fastest-reacting suspension.
Today, Cadillac is in the midst of a product renaissance – debuting five all-new vehicles in 18 months. For the 2003 model year, Cadillac launches the entry-luxury CTS sedan, an enhanced Escalade and Escalade EXT, and the new Escalade ESV full-size SUV. These four models join the existing Seville and DeVille lineup. In mid-2003, the luxury utility SRX and XLR luxury roadster will enter the mix – both as ’04 model-year vehicles. The SRX will combine performance with functionality and feature Cadillac’s signature bold styling. The XLR debuted to media at the 2002 North American International Auto Show to rave reviews, as did the Cien concept car – a premium V12-powered, mid-engine, two-seat supercar. In addition, Cadillac will debut a CTS performance edition, yet-to-be-named, during the 2004 calendar year.
Here’s a snapshot of the 2003 Cadillac lineup.
CTS: The CTS is fashioned from Cadillac’s edgy, tailored new design vocabulary. It is built on an all-new rear-wheel-drive architecture, features a 220-hp 3.2L V6 with a five-speed manual or automatic transmission. It was the first North American vehicle to be tested at the famed Nürburgring track in Germany.
Escalade: The Escalade, which debuted as a 2002 model, already features significant enhancements for 2003, including the passenger-sensing system, HID headlamps and new options such as XM Satellite Radio and a Panasonic DVD Passenger Entertainment System.
Escalade EXT: The EXT sport utility truck features many of the same improvements as the Escalade, including those mentioned above.
Escalade ESV: The 2003 Cadillac Escalade ESV is the largest full-size luxury SUV available – and the largest Cadillac ever produced. Some 22 inches longer than Escalade, with more than 20 extra inches of interior length, it provides customers with additional premium seating and segment-leading cargo-carrying capability. Cadillac’s exclusive 345-hp 6.0L V8 engine also makes Escalade, Escalade EXT and Escalade ESV the most powerful full-size SUVs in the world. This high-output powertrain cranks out 380 ft-lb of torque at 4000 rpm – or more than enough power to handle steep grades or a heavily weighted two-horse trailer. And GM’s full-time all-wheel-drive and StabiliTrak systems give owners extra confidence regardless of weather and road conditions.
What’s more, the Escalade ESV shares the same bold exterior design and commanding road presence as Escalade and Escalade EXT, with new-for-2003 luxury enhancements and all of the advanced-technology premium features that have made Escalade the leader – and an icon – in the full-size luxury utility segment.
In addition to the confidence underfoot afforded from AWD and StabiliTrak with Road Sensing Suspension (RSS), the Escalade ESV offers such technological advancements as Ultrasonic Rear Parking Assist, OnStar and XM Satellite Radio service. Plus, it offers a rear-seat entertainment system with a Panasonic DVD player, a new Bulgari-designed analog clock, as well as a host of other luxury amenities. The addition of the Escalade ESV to Cadillac’s Escalade lineup will help GM continue to build momentum in the luxury utility market.
“The Escalade ESV is a great addition to Cadillac’s family of luxury utilities,” said Cadillac general manager Mark LaNeve. “Customer feedback tells us there is market potential for a full-size luxury SUV that provides additional seating and cargo space. Combined with the Escalade and the Escalade EXT, the Escalade ESV will help Cadillac lead this segment of the luxury utility market.”
Seville: Seville debuts next-generation Magnetic Ride Control technology, a ride control system that improves vehicle stability, directional steering responses, ride comfort and body-motion control.
DeVille: DeVille makes a few changes for 2003, including new Michelin tires for better ride and handling.
Cadillac also debuted a unique, compelling advertising campaign to support its new lineup. The “Break Through” campaign reflects Cadillac’s return to its heritage of producing vehicles known for head-turning design and innovative technology. The first spot broke during the 2002 Super Bowl broadcast, and Cadillac followed it up with spots during additional high-profile events such as the Winter Olympics, Academy Awards, Wimbledon tennis and various prime-time programming.
Throughout, the integrated campaign builds divisional identity, while highlighting the breadth of the portfolio. Television spots feature the song “Rock and Roll” by the rock group Led Zeppelin.
As Cadillac realigns its product portfolio, many Cadillac dealerships are undergoing a metamorphosis with all-new dealer showrooms. Developed in 2000, the new retail design concept expresses the heart and soul of Cadillac with high-quality materials and lighting to create an open, modern space.
The architecture and interior design align showrooms with the look of Cadillac’s product direction. The showrooms feature two exclusive materials – oversized ceramic black porcelain tile flooring and patterned wool carpet. Black leather furniture features wood and metal accents, and fabrics mix black, white and platinum. The interior pays especially close attention to detail in the sales and service areas, to help elevate the car-buying experience.
Williamson Cadillac in Miami was the first to adapt the new concept, and Cadillac projects up to 20 percent of its dealers will resdesign their showrooms by the end of 2003.