Cadillac XTS: The High-Tech… Livery Car?
Though we haven’t even seen a production version yet, Cadillac’s forthcoming XTS has already lived a full, controversy-laden life. Initially suggested as a replacement for the DTS/STS, the Cadillac faithful quickly recoiled at the idea of a luxury “flagship” based on a stretched version of the Epsilon II midsized platform that underpins the Buick LaCrosse and Chevrolet Malibu. But with the Cadillac Ciel Concept showing the way forward for a “true” Caddy flagship which will eventually become the brand’s standard-bearer, the XTS’s role has been somewhat redefined. Expectations for the XTS were walked back by GM CEO Dan Akerson, who famously said that it was
not going to blow the doors off, but will be very competitive
And this week the enigma that is the XTS only deepened, as Cadillac announced two bits of seemingly contradictory information about it: first, that it would spearhead a new high-tech interface (see video above) and second, that it would mark GM’s return to the livery car business.
Cadillac’s CUE system will debut on both the XTS, ATS and 2013 SRX, all of which debut next year. You can find out more about it by watching the video above, but according to a GM presser, the system will offer several industry “firsts” including
Proximity Sensing: As the user’s hand approaches the LCD screen, command icons appear. Icons can be customized and arranged by consumers to improve ease of use.
Haptic Feedback: Buttons on the fully capacitive faceplate pulse when pressed to acknowledge the driver’s commands and helps keep the driver’s eyes on the road.
Multi-Touch Hand Gestures: interactive motions (tap, flick, swipe and spread) popularized by smartphones and tablets allow tasks on the LCD screen, such as scrolling lists, zooming maps and searching favorites to be easily accomplished.
12.3 in. LCD reconfigurable gauge cluster (on select models) offers four selectable displays – Simple, Enhanced, Balanced and Performance – that can mix traditional vehicle data such as a speedometer and fuel gauge with navigation, entertainment and 3D vehicle image.
Natural Speech Recognition lets consumers speak logically with fewer specific commands to recall stored media or input navigation destinations. CUE’s text-to-speech feature will also allow consumers to receive text messages by system voice and to send recorded text messages in return.
Linux operating system, “open” software platform and ARM 11 3-core processor, each operating at 400 million of instructions (mips) per second. This hardware setup offers 3.5 times more processing power than current infotainment systems, and allow developers to write applications to CUE that be downloaded by consumers.
Though not unique to the XTS, GM is using the forthcoming model to highlight the system, and has released pictures of the production interior. Which makes a certain amount of sense, considering that Cadillac has long considered the XTS an “inside-out” design, focusing on luxurious appointments rather than dynamic performance or bold exterior looks. And that emphasis continues, as XTS marketing manager Patrick Nally tells Automotive News [sub]
A lot of people will not consider Cadillac that buy Mercedes or BMW… We will really impress people vis-a-vis the back seats of those cars.
Now, you might think that quote, with its import-conquering swagger, might be emphasizing how well Nally expects the XTS to do on the retail market… but it’s not. Quite the contrary, as it turns out. Here’s the full passage:
Speaking of the XTS, Nally said “the black car business is important to us.”
“A lot of people will not consider Cadillac that buy Mercedes or BMW,” he said. “They do not put us on their shopping list. There is an opportunity to get the right people in the vehicle who would not otherwise” be sitting in a Cadillac.
Nally said the appointments in the livery model will be nearly identical to the high-quality appointments in the retail version of the XT
In other words, the XTS is going to conquer the consumer market, by replacing the now-extinct Town Car as the livery car of choice… and given that its main competition will be a version of the Lincoln MKT, it might just have an opportunity on its hands. Assuming, of course, that private consumers are going to want to buy a vehicle that they mainly know from livery fleets. Fleet-sales-as-marketing is a ploy we hear fairly regularly, but thus far there’s not a lot of evidence that it works especially well. Particularly in the luxury space, where exclusivity is an important factor. But I suppose that this is what Cadillac meant when it said the XTS would replace the DTS and STS… it’s not a true exclusive flagship, but an everyday luxury car with a cosseting interior.
Automotive News [sub] says that “the chopping and stretching” of the ATS will “be handled by approved coachbuilders,” and it’s likely already underway. In fact, earlier this week when I was at Milford Proving Grounds, I not only saw several camo’d XTS prototypes testing, but also what appeared to be a long-wheelbase mule with a stretched Buick LaCrosse body. Whether it was a stretched XTS mule or a China-bound LaCrosse long-wheelbase model wasn’t clear, but it seems safe to say that the Epsilon II platform is going to spawn some form of LWB sedan. And, with expectations for the XTS already blunted by its humble underpinnings and Akerson’s seeming diss, a stolid, interior-centric, fleet-oriented model seems to be a logical approach for the XTS. Too bad that orientation is a bit at odds with Cadillac’s dynamically-driven “Red Blooded Luxury” branding approach.
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- Bob65688581 Small by American standards, this car is just right for Europe, and probably China, although I don't really know, there. Upscale small cars don't exist in the US because Americans associate size and luxury, so it will have a tough time in the States... but again Europe is used to such cars. Audi has been making "small, upscale" since forever. As usual, Americans will miss an opportunity. I'll buy one, though!Contrary to your text, the EX30 has nothing whatsoever to do with the XC40 or C40, being built on a dedicated chassis.
- Tassos Chinese owned Vollvo-Geely must have the best PR department of all automakers. A TINY maker with only 0.5-0.8% market share in the US, it is in the news every day.I have lost count how many different models Volvo has, and it is shocking how FEW of each miserable one it sells in the US market.Approximately, it sells as many units (TOTAL) as is the total number of loser models it offers.
- ToolGuy Seems pretty reasonable to me. (Sorry)
- Luke42 When I moved from Virginia to Illinois, the lack of vehicle safety inspections was a big deal to me. I thought it would be a big change.However, nobody drives around in an unsafe car when they have the money to get their car fixed and driving safely.Also, Virginia's inspection regimine only meant that a car was safe to drive one day a year.Having lived with and without automotive safety inspections, my confusion is that they don't really matter that much.What does matter is preventing poverty in your state, and Illinois' generally pro-union political climate does more for automotive safety (by ensuring fair wages for tradespeople) than ticketing poor people for not having enough money to maintain their cars.
- ToolGuy When you are pulled over for speeding, whether you are given a ticket or not should depend on how attractive you are.Source: My sister 😉
I don't want any of that touch screen or voice activated silliness in my car, not even a little bit, but I know there are folks who do. I'm trying to figure out the tone of this story which somehow seems to be suggesting it is WRONG to offer up to date features on a car, to make it appealing to retail customers, and also market it to livery buyers. If Ford had been doing that the past several years, there would be a 2012 Town Car.
Hmm those icons sure do look a lot like the ones in the Pioneer Z series of aftermarket HU's. Plus that whole "swipeability" thing also. Frankly, I can't stand OEM radios & of the new cars I have purchased, they have been banished by the 3rd day or so. I would imagine that GM would charge some 10 grand for that hi-tech screen. http://avic411.com/index.php?/gallery/image/162-legacy045/