Cadillac will change its angular appearance to appeal to more Chinese consumers

Article by Christian A., on November 12, 2012

As part of Cadillac’s aim for its China market to reach U.S. levels by 2015 or 2016, the angular appearance of its models will be phased out in order to appeal to more Chinese consumers. China is a significant market since it is the biggest in the world and has been a boon for global luxury brands.

GM CEO Dan Akerson said that the company is pushing Cadillac to globalize and to be revived after having been neglected for many decades. He aims to turn Cadillac into a major rival to BMW. The common complaint of potential buyers in China about Cadillac’s vehicles is that its looks are too aggressive and its exterior lines are not smooth. Because of this, buyers tend to go for German automakers.

They are turned off by the edgy appearance of the Cadillac, with its sharp, angular lines and creased edges that were inspired by the design of American stealth military planes.

Analysts and even Cadillac marketers agree with this observation. Instead, many buyers would opt for a Mercedes S-Class 300 sedan that costs $157,000. At the Beijing auto show earlier this year, Akerson said that for global automotive companies to reap success, it has to win “around the world, and in China."

Cadillac’s luxury sedan lineup just got expanded with the arrival of the new 2013 Cadillac XTS. Dubbed by Cadillac as its most technologically advanced production car so far, the 2013 Cadillac XTS will be seen at various showrooms across the United States and Canada in spring 2012.

Since the new Cadillac XTS is larger than the Cadillac CTS, it is able to provide the same elegance and dynamism with more space as well as more technological features and elements. The new Cadillac marks the debut of the so-called Cadillac User Experience (CUE), a comprehensive in-vehicle experience that makes use of intuitive design and industry-first controls and commands.

CUE is simply a user interface that drivers could customize to fit their preferences, employing both artistic design and advanced technology. CUE features, as standard, an eight-inch (203 mm) screen in the "center stack," which is essentially the faceplate located below the screen and the steering wheel controls. It makes use of capacitive-touch control with proximity sensing, natural voice recognition and gesture recognition.

In addition, the new Cadillac XTS comes standard with Magnetic Ride Control, the first and the only premium luxury sedan to don this feature. Magnetic Ride Control is regarded as the fastest-reacting suspension in world.

Aside from CUE and Magnetic Ride Control, the new XTS is also provided with a number of advanced technologies that help improve vision and safety. Serving as the heart of the Cadillac XTS is a new 3.6L direct injection engine which sends power to four corners with the advanced all-wheel drive system.

Topics: cadillac, china

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