Selling more Cadillacs vs Brand Purity

Brand Purists have a particular archetype of a brand in mind, and rail against any example of the brand that does not fit that archetype.  For example, Porsche Purists loudly rumbled back in the day when the first Porsche cars were made that were not rear engined and air cooled like the original 356s and 911s.  Later, they almost passed out when Porsche began to make SUVs.

Some Cadillac brand Purists likewise have in mind a limited path for Cadillac.  To the Purists, Cadillac should ONLY make the finest, most luxurious, and highest performance vehicles possible.  All Cadillacs should luxurious in all ways — luxuriant interiors, excess power, hand tailored exteriors, the perfect example of a motor car.

The problem with such a limited view is just that — it is limited.  Cadillac does not have just one type of Customer.  There are a spectrum of People who buy and enjoy Cadillac vehicles.  Some people want the all-out no-holds-barred super car, and Cadillac makes the V-Series for these Buyers.  Some Cadillac Buyers want Style and Efficiency more than all out performance, and Cadillac has configurations within each model line that address this sweet spot.  Some Cadillac Buyers want a vehicle that makes a statement, and Cadillac offers models that do that.

Real car people know how to sell cars.  If you love Cadillacs you want Cadillac to sell more vehicles so that they have the resources and enthusiasm to make the kind of Cadillac that you love.

Purchasing a Cadillac is the very best way to encourage the Cadillac Team to make the kind of automobile that you enjoy.

Cadillac CTS Coupe, then XTS, then ATS?

No Cadillac ATS at the NY Auto Show.   The CTS-V Sport Wagon was there instead.

The CTS Coupe and CTS-V Coupe will be in showrooms this summer.  Lots of excitement about these two, and hopefully “a rising tide lifts all boats” and increased showroom traffic will result in more CTS Sedan sales as well.

Next model year, in 2011, we are likely to see the new Cadillac XTS sedan rolling down the line at Lansing Grand River as a 2012 model.  At that point we will have the CTS Family in Sedan, Coupe, or Sport Wagon, including CTS-V Sedan, Coupe or Sport Wagon.  Escalade Family in regular, extended, or pickup bed, and SRX.  The STS will bow out after the 2011 model probably.  Cadillac said that the DTS will continue in 2011, but it does not appear in the order book, so that seems limiting.

The ATS will likely arrive in 2012 as a 2013 model; the rumors still don’t correlate.  I expect we will see a concept soon, and then it will arrive in 2012 as a 2013 model.  The XTS arriving in 2011 as a 2012 model suggests that the ATS won’t arrive in 2011.

The ATS will take over from the CTS as the sedan sales leader for Cadillac.  This is a crucial launch for Cadillac, as the ATS will largely become the new Cadillac, and everything depends on how good this new model is. The CTS refresh will make it a bit larger and a bit more upmarket.  The ATS and the refreshed CTS will both be on the Alpha platform.

Recaro Seats? Yes please

Beginning in the 2009 Cadillac CTS-V Cadillac has offered Recaro sport seats as an option. This continues a trend of using ‘name brand’ equipment, such as Brembo brakes, in order to ensure quality, performance, and credibility in automotive reviews.

I think of Recaro seats as Porsche seats, but what automobiles does Recaro currently make seats for?  This list comes from the Recaro website:

  • Aston Martin DB9
  • Aston Martin V12 Vanquish
  • Aston Martin V8 Vantage
  • Audi TT
  • Audi TT RS
  • Chevrolet Cobalt SS
  • Ferrari 599 GTB Fiorano
  • Ford Focus RS
  • Ford Focus ST
  • Honda Accord Type-R
  • Honda Integra Type-R
  • Honda NSX Type-R
  • Honda Odyssey
  • Lamborghini Gallardo
  • Mitsubishi Evo IX
  • Mitsubishi Lancer Wagon
  • Mitsubishi ek-Sports RS
  • Opel Astra OPC
  • Opel Insignia OPC
  • Opel Zafira OPC
  • Porsche 911 GT3 (997)
  • Porsche Carrera GT
  • Renault Clio „Renault Sport“
  • Renault Mégane Sport
  • Saturn Ion Redline
  • Suzuki Kei-Works
  • Suzuki Lapin
  • VW Golf V GTI
  • VW Golf V R32
  • VW Golf VI R

The Cadillac CTS Recaro Seats have gotten surprisingly mixed reviews — not uniformly positive.  I believe that this is partially due to lack of familiarity with this type of seat.  Owners who drive their Cadillac are more likely to appreciate the support provided:

Cadillac CTS Recaro Seats

The Recaro Seats as offered by Cadillac appear to be similar to the Recaro Style + Style Topline model in the Recaro Brochure.

Recaro Seat Features

The Recaro Company offers the following history (more available here):

The success story of the present RECARO company began in 1906 in Stuttgart, as the 32-year old saddler master Wilhelm Reutter founded the company “Reutter, Wilhelm, Saddler. Spezialitat: Luxus- und Motorwagen, englische Geschirre” (Specialities: Luxury and Motor Vehicles, English Ware). Reutter quickly made a name for itself in the up-and-coming automobile industry which was largely positioned in Stuttgart: Bosch, Maybach and Daimler were the big names which wrote history and laid the building blocks for the present location of mobility, Stuttgart.

The foundation for the present company was laid in 1963, as RECARO was formed as a play on words – Reutter and CAROsserien (coaches). The first RECARO sport seat was introduced in 1965, and in motor racing, the company quickly became a recognized brand name.

I applaud Cadillac for offering Recaro seats as an option, and I am glad to see the Recaro seat option available on the CTS Sedan as well as the CTS-V Series.