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    GM's President of North America Says Cadillac Flagship Is On The Table


    William Maley

    Editor/Reporter - CheersandGears.com

    June 14, 2012

    When the Cadillac XTS was first revealed, most everyone in the press said this was the new flagship. However, GM's North American president is making it clear that there could be a real Cadillac flagship.

    Mark Reuss, GM's president for North America recently told Automotive News that a flagship Cadillac is on the table.

    The flagship would be a continuation of how GM has been positioning Cadillac's lineup to better match-up with competitors. The new ATS will tackle the BMW 3-Series and Audi A4, while the next CTS will grow in size to better compete with the BMW 5-Series and Mercedes-Benz E-Class.

    “I’m a fan of going right at those segments and beating them in segment,” Reuss said. He went onto say that he would ”love Cadillac to have a flagship.”

    But Reuss does cautions on if the flagship makes the light of day, saying if GM executives conclude that it is the best use of the automaker's finite resources.

    "The way we're funding Cadillac has been from, sort of, everything else in GM. That leaves the brand with "very reduced scale in terms of individual architectures, engines, technology."

    "We have to make very careful decisions," he said.

    Source: Automotive News (Subscription Required)

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    I agree Platform share with the Aussie full size car or use the Suburban frame for a true full size luxury car. :P

    Reality, I can see a New Full size Unibody that can service the livery business, a large size car for Chevy, Buick and mega lux for Caddilac.

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    It was a given that the LTS will share a platform somewhere in GM. That is where it will make the engine interesting on how and what they do.

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    It seems whatever platform replaces Zeta would the appropriate place to build a big Cadillac, a big Chevy to replace the SS and Caprice, a big Holden, and a big Buick for China...

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    The wags are NOT going to take kindly to a 'rebadged Chevy' (a Cadillac AND Chevy Omega).

    Look at the claptrap we endure RE the LaCrosse / XTS for example here...

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    I can't believe that such a big company can be so stubborn and obstinate about this.

    Cadillac needs to have a flagship vehicle, they cannot be a serious competitor in the market they aspire to be "the standard of" without it. So what if it's expensive. So what if the first generation or two loses money. It will bring people into Cadillac showrooms and have a synergistic effect on the sales of other cars (ATS, CTS, SRX). It will raise the profile and "cred" of the brand which can't do anything bad in the public eye.

    It's time to plug in some quarters or leave the phonebooth.

    Edited by vonVeezelsnider
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    See, I have yet to see the 'trade-up' theory demonstrated. In fact, brand loyalty numbers strictly say otherwise.

    While I too would LOVE to see another grand Cadillac flagship in their tradition, I find the entire 'people buy a 1-series because of the 7-series' to be wild speculation.

    In other words, I can completely see the BUSINESS case for competing in the entry, mid, full-size, CUV/SUV segments, and still be totally competitive IN THOSE SEGMENTS, and forgo a few hundred/thousand units/yr at a huge loss.

    Again- I still am eager to see this proposed Omega flagship, and in the showroom. That's the emotional response... :)

    Edited by balthazar
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    Seems to me that Cadillac's biggest problem here is that they don't have the same global market that BMW and MB have. That's fine for ATS,CTS, and SRX, but more problematic for the flagship.

    Still think that they need to do this though. It would go a long way toward making the doubters take Caddy seriously.

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    3-Series buyers don't care about the 7. C-Class drivers classify the S as the preferred method of conveyance for dictators.

    I'd rather Cadillac put all its dollars into its bread and butter vehicles. Manufacture every Cadillac with the quality and engineering deserving of a flagship before spending money on a totally new project that will not sell in today's economy.

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    3-Series buyers don't care about the 7. C-Class drivers classify the S as the preferred method of conveyance for dictators.

    I'd rather Cadillac put all its dollars into its bread and butter vehicles. Manufacture every Cadillac with the quality and engineering deserving of a flagship before spending money on a totally new project that will not sell in today's economy.

    That's one way to look at it.

    The other is that Cadillac will never be seen to be on an equal level with its main competitors until it can offer a genuine competitor to the 7 and the S.

    It isn't so much that a CTS buyer will lust after the flagship, but that the whole brand's image is lacking because one isn't there.

    The brand has something to prove and the flagship level is where that has to be done.

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    I guess what I'm saying is that they have to prove that they can do it, and the only way is to actually do it.

    It's a risk, maybe a dangerous one, but I think it's one they will eventually have to take to get where they want to be.

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    That's one way to look at it.

    The other is that Cadillac will never be seen to be on an equal level with its main competitors until it can offer a genuine competitor to the 7 and the S.

    It isn't so much that a CTS buyer will lust after the flagship, but that the whole brand's image is lacking because one isn't there.

    The brand has something to prove and the flagship level is where that has to be done.

    I don't disagree. But I think it can be argued that BMW built its brand (in North America) on the back of the 3-Series and its predecessors.

    Infiniti had a flagship called the Q45. Nobody bought it and Infiniti was regarded as a lame-duck. The goodwill generated after the G35's debut in 2003 is what led Infiniti to become a real luxury car player.

    My belief is that the people that don't see Cadillac being an 'equal' brand because it lacks a flagship, won't see it being an 'equal' brand if it has one, either.

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    ^ Well put, Perv.

    I see the argument from the 'internet forum contingency', and the handful of people openly shopping in the s-class segment, but EVERYONE ELSE shopping in all the other segments Cadillac is in, I just don't see them caring.

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    I don't know where the idea of a "Flagship" ever got associated with the XTS. GM never made such a claim or suggestion. The layout, size, powerplant and everything else about the car yells "Lexus ES350". That's not a bad thing, the ES is a huge seller and this can be Cadillac's volume driver. But that has nothing to do with a Flagship.

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    "The way we're funding Cadillac has been from, sort of, everything else in GM. That leaves the brand with "very reduced scale in terms of individual architectures, engines, technology."

    GM should really stop with this crap of constantly keeping this flagship/no-flagship talk in public... Shut the Hell up and don't reply to questions with anything more than "all options are being considered at this point"... Jesus... :blink:

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    Perhaps the word "flagship" gets in the way a bit here.

    It implies large, exclusive, and expensive.

    Maybe what's missing is just a third size of Cadillac that is clearly the top of the line.

    XTS, Escalade, and SRX, are all sort of side business - the legacy of trend.

    So, CTS, ATS, and ?

    The 7 and the S aren't really two versions of the same formula, perhaps this new Caddy should follow yet another road.

    Edited by Camino LS6
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    That is a good way to put it. Cadillac needs a third car of bigger size as the market demands, which is better than its competitors. Let the media call it Flagship, Battleship, Mothership or whatever.

    I honestly am not averse if it shares bones and muscles with other brands to make a business case for the product. However, it should be a Caddy first before being any other brand.

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    That's one way to look at it.

    The other is that Cadillac will never be seen to be on an equal level with its main competitors until it can offer a genuine competitor to the 7 and the S.

    It isn't so much that a CTS buyer will lust after the flagship, but that the whole brand's image is lacking because one isn't there.

    The brand has something to prove and the flagship level is where that has to be done.

    I don't disagree. But I think it can be argued that BMW built its brand (in North America) on the back of the 3-Series and its predecessors.

    Infiniti had a flagship called the Q45. Nobody bought it and Infiniti was regarded as a lame-duck. The goodwill generated after the G35's debut in 2003 is what led Infiniti to become a real luxury car player.

    My belief is that the people that don't see Cadillac being an 'equal' brand because it lacks a flagship, won't see it being an 'equal' brand if it has one, either.

    Excellent one. One thing I would like to add is BMW, Infiniti started from scratch unlike Cadillac which has over 80 years of history of being a brand on cutting edge of technology, till GM decided to dilute it. So memories of "Cadillac of options", "Cadillac project" will haunt the brand if it does not deliver on the high end.

    Bottoms up approach is what Reuss is banking on. If ATS, CTS, and XTS are successful, not only here but around the world, business case can be made for the LTS to the bean counters. However, there is a need for diesel ASAP.

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    Starting from scratch is a lot easier than 70 years of great and 30 years of sub par. The issue with today is too few remember the glory years while the rest only remember what you have done for me latley.

    the Diesel is important for when they go to Europe again but for here it is really a non factore with the American market.

    The Real key is to get the ATS and new CTS to be the class leaders here over the other brands. It is time for Cadillac to take the lead with these cars and not just be as good or just a little better till BMW comes out with a new model in 6 months. They need to advance the brands down the road and far enough ahead that by the time the others catch up they are already to advance the line again.

    Time for them to stop playing catch up and take the lead and hold it. This will pave the way for the LTS and other future models.

    post-394-0-23359900-1339802887_thumb.jpg

    While this is not the new CTS it looks like the path the CTS will take with a little less squared off hard edges and more rake to the roof.

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    Starting from scratch is a lot easier than 70 years of great and 30 years of sub par. The issue with today is too few remember the glory years while the rest only remember what you have done for me latley.

    the Diesel is important for when they go to Europe again but for here it is really a non factore with the American market.

    The Real key is to get the ATS and new CTS to be the class leaders here over the other brands. It is time for Cadillac to take the lead with these cars and not just be as good or just a little better till BMW comes out with a new model in 6 months. They need to advance the brands down the road and far enough ahead that by the time the others catch up they are already to advance the line again.

    Time for them to stop playing catch up and take the lead and hold it. This will pave the way for the LTS and other future models.

    post-394-0-23359900-1339802887_thumb.jpg

    While this is not the new CTS it looks like the path the CTS will take with a little less squared off hard edges and more rake to the roof.

    It's beautiful - and that comes from a sedan hater who really isn't too interested in luxury cars. If Caddy can up their design mojo to this level - even I might take notice.

    NOTE: For those who do not know, the "ZTS" pictured above is the fine work of our own Dodgefan.

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