Just after the midterm elections General Motors will be ramping up its communications machine in a bid to advance its Initial Public Offering (IPO), a move which will gradually remake the automaker into a private entity. In advance of that effort, expect GM to reveal what is coming
Just after the midterm elections General Motors will be ramping up its communications machine in a bid to advance its Initial Public Offering (IPO), a move which will gradually remake the automaker into a private entity. In advance of that effort, expect GM to reveal what is coming down the production pike for its four surviving brands, a move designed to show investors that the company has a strong future in this ultra-competitive industry.
That effort is already taking place as the company has been telling everyone that new products are on the way. Not just what Buick and GMC will be getting or what Chevrolet, contributor of 70 percent of GM’s American sales will be doing next, rather what its luxury brand, Cadillac, will be offering.
In recent years Cadillac’s image has been transforming, taking on chief European competition instead of merely competing with Lincoln for American luxury car honors. Its CTS portfolio is hot and now consists of a coupe, sport wagon and V-series models to go with the sedan. In the CTS, GM has proven that it can build a model competitive with Mercedes, BMW and Audi, not exactly a halo model, but doing more to positively impact its image than anything else.
The SRX crossover has been a surprise hit for Cadillac, downsized in 2009 to sit on the same platform underpinning other smaller crossover models sold by GM. Though the first generation model was a capable performer, the second generation model has been a strong seller. Leasing has helped to fuel sales, but apart from that the SRX is a looker.
GM greenlighted a replacement sedan for the STS and DTS earlier this year, a car based on the XTS Platinum Concept. We also know that a smaller Cadillac, one that will slot below the CTS line is in the works, bringing the brand back into territory it miserably failed in before, dating all the way to the 1980s-era Cimmaron.
But, this isn’t the 1980s and this certainly isn’t the old GM. A new way of doing business is evident which means that Cadillac will enter territory it hasn’t competed in before, namely taking on the upper echelon models sold by Mercedes (S-Class) and BMW (7-Class). Yes, a true “halo” model is on its way, a large sedan designed to burnish its image at home and abroad. Not much is being said about this low production model, but if it comes to pass it will just about complete the Cadillac transformation.
There is one more model in the Cadillac cavalcade designed for a radical change and that is the Escalade. GM hasn’t said much about this SUV which has kept Cadillac afloat in good times, but seems dated and out of place in recent times.
The easiest path for GM to take with the next generation Escalade is to give it the Lambda treatment and build it on the large crossover platform powering the Buick Enclave, GMC Acadia and Chevrolet Traverse. That will be the path taken if funding becomes an issue and if EPA fuel economy concerns dictate such.
GM has never been shy about marketing and with Joel Ewanick at the helm, the Cadillac brand is set to take on the world’s finest automotive brands.