Cadillac faces uphill battle in breaking dominance of German rivals in LA

Article by Anita Panait, on May 29, 2012

Congested freeways in Los Angeles, California, seemed to tell the hard truth for General Motors’s Cadillac brand – it is facing an uphill battle to regain its status as the number one luxury brand in the United States.  Cadillac had been the top luxury brand in the country, and that was two decades ago. But now, European luxury brands – BMW, Mercedes-Benz, Audi and Jaguar – steadily own the North American luxury vehicle market.

While other car manufacturers, albeit not the luxury ones like Toyota and Honda, have already deeply penetrated the US car market, more and more European automakers are gaining ground in the country. The only Cadillac model that seems to be standing up against these foreign brands is the XTS sedan. Americans seemed to be attracted to this US-made luxurious model.

With the XTS sedan, Cadillac might be able to regain some ground lost to foreign luxury car manufacturers. The XTS is a large yet stylish front-wheel drive sedan laden with superb features and awesome technology as well as excellent handling capacity.

With more than enough marketing capacity, Cadillac could make the XTS attract L.A. drivers who have a penchant for imported cars. Numbers do speak! With more drivers owning import vehicles, the greater the challenge will be for Cadillac marketing chief Don Butler. Whether Cadillac could bring back the good old days or not remains to be seen.

Cadillac revealed the 2013 XTS, the latest addition to the Cadillac luxury car roster. It will be available in showrooms in the United States and Canada in the spring of 2012 as the most innovative car ever manufactured in the history of Cadillac.

Bigger than the CTS, the all-new Cadillac XTS gives the elegance, space, and emotional presence that are expected from a Cadillac, but with totally new and technologically futuristic methods made for a new set of luxury cars. It also seals the arrival of CUE, a comprehensive in-vehicle experiences that puts together advanced design with firsts in the car industry in terms of commands and controls for data and media.

To add to the connectivity and interface of the CUE, a lot of other innovative technologies are vital to the latest XTS. It will be the sole luxury sedan with standard MRC or Magnetic Ride Control - the fastest reacting suspension in the whole world. Innovative technologies that improve safety and vision that support the driver are available too.

Located directly above the center CTS family in the revamped roster of the Cadillac, the latest XTS showcases a 3.6L direct injection engine and improved all-wheel drive system, marking a transition to a more efficient performance for a luxury sedan that offers more space.

Vice President of Cadillac Marketing Don Butler said that the Cadillac XTS symbolizes a new system for luxury, led by innovative technology. He added that the XTS features the progression of Cadillac's Art & Science philosophy, integrating the best technological ideas with the constant refinement of the Cadillac style.

Cadillac CUE is the extremely customizable UI or user interface that features XTS' mix of artistic style and modern technology. The heart of CUE, which means Cadillac User Experience, is the standard 203mm (8-inch) monitor installed at the "center stack," with the faceplate just right below the screen and the controls of the wheel. CUE showcases a few auto industry firsts, like gesture recognition, capacitive-touch control with proximity sensing, and natural voice recognition.

Topics: cadillac

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