2010 Cadillac CTS vs 2010 Camaro Suspension

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The Cadillac CTS has a 3L or 3.6L (LLT) Direct-injection V6 on a premium “Sigma II” chassis.  The new 2010 Chevrolet Camaro has a 3.6L (LLT) Direct Injection V6 or choice of 6.2L V8s (auto/manual have different V8s), on the “Zeta” chassis.

So what is the difference between these two mid-size, rear-wheel drive chasses?  Let’s read through the product catalogs:

Driving dynamics– 2010 Cadillac CTS

The CTS chassis enables a great balance of performance and luxury. The hardware includes structural enhancements via a tower-to-tower brace; large, four-wheel disc brakes and premium steering. Three suspension tuning levels are available: FE1 (standard), FE2 (standard on 3.6L models and optional on 3.0L models) and the FE3 sport suspension with a summer-only tire (RWD only).

All models feature an independent short/long arm (SLA) front suspension system, with performance characteristics optimized with the use of low-mass aluminum for the upper and lower control arms, as well as the knuckles. Hydraulic control arm front bushings are used for motion control and help minimize high-speed road vibration by damping energy transmitted through the vehicle structure. Also, hollow front stabilizer bars bring weight savings and are sized specifically to each of the three available suspension levels.

A multi-link rear suspension, with a fully isolated subframe that delivers excellent kinematics, contributes to a superior ride with excellent handling. The CTS Sport Wagon also features advanced chassis technology in the form of Cadillac’s StabiliTrak electronic chassis control system. It integrates the car’s standard four-channel ABS with the full-function traction control, hydraulic brake assist and engine drag control systems.

2010 Cadillac CTS Suspension choices:

FE1 FE2 FE3 CTS-V
Configuration RWD or AWD RWD or AWD RWD RWD
Differential: open limited-slip limited-slip limited-slip
Front: independent SLA with monotube shock absorbers; 24-mm hollow stabilizer bar (RWD); 33-mm hollow stabilizer bar (AWD) independent SLA with monotube shock absorbers; 29-mm hollow stabilizer bar (RWD); 33-mm hollow stabilizer bar (AWD) independent SLA with monotube shock absorbers; 29-mm hollow stabilizer bar independent SLA; 29-mm hollow stabilizer bar; elastomeric handling and ride bushings; 65-N/mm spring rate; Magnetic Ride Control with electro-magnetically controlled shocks
Rear : independent multi-link with monotube shock absorbers; 18-mm hollow stabilizer bar (RWD); 19 mm hollow stabilizer bar (AWD) independent multi-link with monotube shock absorbers; 20-mm hollow stabilizer bar (RWD); 19-mm hollow stabilizer bar (AWD) independent multi-link with monotube shock absorbers; 20-mm hollow stabilizer bar independent SLA; 24-mm solid stabilizer bar; elastomeric trailing arm bushing; 90-N/mm spring rate; Magnetic Ride Control with electro-magnetically controlled shocks

Here is the product catalog description for the Camaro suspension:

Chassis and suspension– 2010 Chevrolet Camaro

Fully independent front and rear suspensions are the underpinnings of the 2010 Camaro. The standard independent rear suspension is a first for Camaro and is designed to compete with the best in the world. It’s a 4.5-link system that includes a unique, L-shaped upper control arm that attaches to the knuckle at one end and incorporates a ride bushing in the rear.

Two suspension packages are offered: FE2 sport on V-6 models and FE3 performance with the V-8. The front suspension has a dual ball strut system, with a direct-acting stabilizer bar that measures 22.2 x 4 mm on FE2 and 23 x 4.2 mm on FE3. Hollow bars are used for mass savings. Rear suspension features include high lateral stiffness for handling via three lateral ball joints per side. A sub-frame at the rear is double-isolated to minimize vehicle body motions and dampen road imperfections. Coil-over shock absorbers are used in the rear with a decoupled, hollow stabilizer bar. FE2 includes a 21.7 x 3 mm rear bar, while the FE3’s large bar measures 23 x 3 mm.

2010 Camaro Chassis / Suspension

Front: double-ball-joint, multi-link strut; direct-acting stabilizer bar; progressive-rate coil springs; fully adjustable camber, caster and toe
Rear: 4.5-link independent; progressive-rate coil springs over shocks; stabilizer bar; fully adjustable camber and toe

Conclusion?  Very similar descriptions.  In summary one might say:

  • The CTS suspension has more aluminum components and more isolation as one would expect from a Luxury chassis. The CTS uses a short/long arm front suspension and a mult-link rear suspension.
  • The Camaro suspension features a double pivot McPhearson front strut suspension, and an independent rear suspension system very similar to that of Sigma II but using cheaper steel rather than aluminum to save cost.

Selling the Steaks, not the Sizzle

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Elmer Wheeler, an early marketing & branding guru, and public speaker.  “Sell the Sizzle, not the Steak” was one of his trademark expressions, and the chapter title for one of the chapters in his book, “Tested Sentences that Sell”.

The expression “Sell the Sizzle, not the Steak” means that people don’t really care about the features of your product, they care about the benefits to themselves as buyers.  Quote:

“WHAT WE MEAN by the “sizzle” is the BIGGEST selling point in your proposition – the MAIN reasons why your prospects will want to buy. The sizzling of the steak starts the sale more than the cow ever did, though the cow is, of course, very necessary!

Hidden in everything you sell, whether a tangible or an intangible, are “sizzles.” Find them and use them to start the sale. Then, after desire has been established in the prospect’s thinking, you can bring in the necessary technical points.

The good waiter realizes he must sell the bubbles – not the champagne. The grocery clerk sells the pucker – not the pickles, the whiff – not the coffee. It is the tang in the cheese that sells it!

The insurance man sells PROTECTION, not cost per week. Only the butcher sells the cow and not the sizzle, yet even he knows that the promise of the sizzle brings him more sales of his better cuts.”

Recently GM VP Bob Lutz said he didn’t want to see another marketing campaign that sells the sizzle and not the steak.

In a September interview with Automotive News, Bob Lutz, GM’s head of marketing and Nesbitt’s boss, said Modernista and Cadillac have done enough visually edgy ads with attention-getting music.
Now Cadillac will run more ads that explain the value of the brand’s products compared to the imports.
“I won’t sit here and permit ads that keep simply emphasizing the sizzle and never talk about the steak,” Lutz said. “We’re going to start selling the steak.”

I think by that he means that he doesn’t want to see commercials that are purely about lifestyle or impressions without actually focusing on the product itself, or on comparisons of GM products with competitors.  So, how can the next set of Cadillac marketing follow the philosophy proven successful by Elmer Wheeler and still ace the intent that Bob Lutz wants to see?

Actually, the two are not as different as you might think.  What Elmer Wheeler advocated was to bring in customers based on the tangible and intangible benefits to the customer, then to highlight the technical details that validate their interest in your product.  That does NOT have to be in contrast to Mr. Lutz’ point about the advertisements.

Let’s take the new 2010 Cadillac SRX:

Benefits — Technical details

Elegant — Leather interior, Luxury accessories, state of the art entertainment

Efficient — nimble, fuel efficient, family-friendly, easy to park, great visibility, versatility in load carrying

Sporty — good power, great handling, nimble, responsive

And at an even deeper level of detail are specifications:

Specifications: custom Theta/Epsilon Cadillac SUV suspension, 3L VVT DI V6 or 2.8L VVT Turbo V6, Bose stereo, available Navigation, ONSTAR, wood trim, leather

So which of these are the steak and which are the sizzle?  One is inclined to say that the Benefits are the sizzle, and the technical details are the steak, right?  The Cadillac websites do a good job of bringing out these benefits, and the technical detail behind them.

Unfortunately, a lot of the current advertising does not get into the ‘benefits’ as described above — current commercials may only show Cadillac vehicles, with a voice over that never mentions these benefits at all.

Example 2010 SRX Commercial on YouTube

Conclusions?

  • Cadillac is NOT a commodity product, but is a premium product that can sell itself if the ads will focus on the product
  • Cadillac needs to start directly addressing the benefits of Cadillac products in their marketing, and bringing in the technical details to close the deal.
  • If Cadillac can level the playing field, so that comparisons with competitors are done based on facts, Cadillac wins.

More Unsolicited Cadillac Commercials: “The Valet”

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This is the second in my continuing series of unsolicited commercial ideas for new Cadillac commercials.  This one is titled, “The Valet”:

[Setting:  Two young women, Yw1 and Yw2, each twenty-ish, are waiting with a number of people to retrieve Yw2’s car from a valet stand outside a posh restaurant.  A Blues Club is next door. Two men are talking near the curb to the side, Driver2, late 20s, an Entrepreneur, dressed in a suit, and Musician1, a musician.  WifeofDriver2, late-20s,  is standing just behind Yw1 and Yw2, chatting with another couple. The Valet staff includes HeadValet, at a Valet stand, and Valet1, Valet2, Valet3.   Driver1 is a Mid-30s successful business woman and Mother.]

[As commercial opens, focus on Yw1 and Yw2.]

Yw1:  “I mean, my Mom drove a Cadillac, and loved it, but my Grandfather drove a Cadillac for goodness sake!  I want a luxury car for OUR generation.”

[Driver1 pulls up to the Valet parking in 2010 SRX.  Valet1 runs over and opens the driver door while Driver1 exits the SRX.  Valet 2 and Valet3 stop and turn to look at the car and at Driver1]

Driver1: “Thank you”

[Driver1 hands the keys of the SRX to Valet1]

Valet1:  “Sweet car.  Is this the new SRX with the 2.8L Turbo V6?  On  the new custom Cadillac platform?”

Driver1: [smiles]  “Yes, I decided to treat myself.”

Valet1:  “Good choice!” as he jumps into the SRX and carefully pulls away

Headvalet nods to Driver1 as she enters the restaurant.

[Valet1 drives SRX to park; Valet2 still standing to watch the SRX go by.  Quick focus on Valet2 who looks down at the key he is holding, a BMW key, and waits to watch the SRX go by to be parked; then on Valet3 as he realizes he is holding a Cadillac key and runs off to retrieve it from the parked cars]

[cut; time gap as car pulls over][Valet3 pulls up in a 2010 Cadillac CTS-V.  ]

Driver2 shakes hands with Musician1, and walks over toward the people waiting for the Valets to retrieve their cars.  Valet3 is out of the CTS-V, and is now holding the door open on the passenger side.   Yw1 and Yw2 are both staring, mesmerized at Driver2.

Headvalet to Driver2:  “Sir, your Cadillac…”

Driver2 –holding his hand out toward the people waiting for their cars — says “Darling, are you ready?”

Yw1 and Yw2, each mistakenly believing Driver2 is talking to them, both reply “Yes.”

WifeofDriver2, stepping past Yw1 and Yw2,  smiles at them then laughs with Driver2 as she gives him a quick peck on the cheek, then climbs into the CTS-V.  Driver2 shrugs at Yw1 and Yw2, then walks around and enters the CTS-V also.

[cue music, roll titles; Welcome to the Next Generation of Innovation — Cadillac]