By on May 31, 2019


For many people past a certain age, the word “Cadillac” still inspires visions of finned Sedan de Ville Broughams of the ’70s and ’80s, usually driven by the aging wife of an even older retired businessman. Your author used to lust after these square-rigged sedans as a child, marvelling at that soft panel between the taillight housings and body and wondering how long it would be before the vinyl top started to flake.

The same goes for Lincoln. Yes, old images and the stigma they create cannot be washed away by an early morning’s rain. They stay ingrained, and automakers must move heaven and earth to erase these deep-rooted impressions.

Now that Cadillac’s new(est) face is almost completely exposed, one must ask: do you like what you see, or are there a few key suggestions you’d like to impart?

Yes, this is your chance (well, another chance) to tell the execs in charge of a storied American brand how to do their job. Last night’s reveal of the marque’s CT5-V and CT4-V sedans generated no shortage of commentary on the Twitter machine, with many complaining that a V-badged Caddy should have more cylinders than doors.

Then there’s the prospect of different variants of V, which raises a pile of questions related to branding and marketing.


In the past year, we’ve seen the debut of four Cadillac vehicles, from the compact XT4 crossover and its larger XT6 stablemate, to this brace of sedans, the smallest of which is still an unknown quantity in base form. A new Escalade looms over the horizon, where an electric crossover also lurks.

Does this lineup scream Germany-fighting American luxury to you, or has the brand lost sight of what it takes to instill passion in an audience?

Keeping in mind the buying public’s affinity for crossovers and dislike of sedans, what would you do to correct the problem, assuming there is one?

[Image: General Motors]

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64 Comments on “QOTD: Picturing Yourself in a Caddy?...”

  • avatar

    Picture myself in a Cadillac? Maybe for my LAST “ride”…..

    I’m in no hurry though.

    • 0 avatar

      Daddy never was the Cadillac kind,
      He said: “Some things are just glitter and shine”
      He taught us that love was the one thing money couldn’t buy
      Daddy never was the Cadillac kind.

      – Confederate Railroad

  • avatar

    The last Cadillac that I was really into was the 2G CTS sedan.
    I don’t hate the CT5 (that’s a “five”), but the V6T isn’t really any better than what I have now. To get me in a showroom I’d need a V8 or a class-leading EV/PHEV.

    • 0 avatar

      Same here…they were good looking cars. I was seriously considering a slightly used CTS-V wagon a few years ago but after a test drive, I was dismayed at how tight headroom was and just generally a tight fit in front…especially with the sunroof.

      The new CTS-V is nice but they start at $90K up here.

  • avatar

    The CT5 is a no – the styling sucks. The CT4-V is a no if the biggest engine is the 2.7T. That’s stupid.

    But I’d be interested in a more basic CT4 – IF…

    1) The base engine were the 2.7T, not the 2.0.
    2) The 2.7T was refined enough to be a credible engine in a luxury car. Jury’s out on that one.
    3) The pricing isn’t ridiculous.

    At $40-45,000, assuming the engine is up to snuff, you’d have a 320-hp entry luxury car with a terrific chassis. By comparison, an A3 or A220 would go for the same money with a LOT less power. That might be compelling.

    Seriously, Caddy: do the right thing and make the more powerful engine standard for once.

    • 0 avatar

      I bet you’ll be able to get a 2.7L CT4 in the low $40K range even if it isn’t the “base” engine.

    • 0 avatar

      “Seriously, Caddy: do the right thing and make the more powerful engine standard for once.”

      Not. Gonna. Happen.

      Delusion is the religion at RenCen. They think Cadillac is a premium brand at the same level of Lexus, MB and Audi. Ask ’em…. they’ll tell you.

      • 0 avatar

        They’re delusional if that’s what they think. The *product* may not be that far off, but the *brand perception* sure is. And when it comes to sedans, performance is a massive piece of brand perception.

    • 0 avatar

      At $40-45k the A3 or A220 may have a lot less power (although you are entering entry level S3 at $45k) but they will have a lot more tech/luxury considering they are nearly fully loaded at that point.

      Something has to give, you can make the powerful engine standard at the same price but then can’t complain that the interior is cheap (a common complaint with the ATS in fact…).

  • avatar

    These two vehicles seem to be more “V-Sport” than V. Sort of like how AMG’s name is attached to a trim package sold on more sedate M-Bs while also offering a full performance version called the AMG. The one difference is that these Cadillacs have more power than the regular models, but they fall far short of the blistering results seen from the V models. From what I’ve read, the price premium being asked will need steep discounting to move very many of these. Especially the CT5 version with that horrendously ugly C-pillar/rear door design. The CT4 looks like a refresh of the ATS that the design studio could not improve over the original.

  • avatar

    CT4 and CT5 are a no from me. Their styling is just a mess.
    The XT4 is too small, the XT5 and XT6 are too bland, and Lincoln makes better options now in those classes if one must stay domestic.

    The only Caddies I can picture myself in are CT6 (one of the best looking sedans today I think) and the Escalade.

  • avatar

    Why would I move downmarket from a V8 Chevrolet sedan to a tiny 6 cylinder? Nothing says “I made it” quite like getting an engine meant for a Kia.

    • 0 avatar

      Name a comparable V8 Chevrolet other than the dearly-departed SS. I’ll wait.

      • 0 avatar

        Do I need to? It only doesn’t even take that one car to point out how lowly the product is that Cadillac peddles. Quite frankly it’s embarrassing to have once been a GM guy when someone looks at their current product line up.

  • avatar

    1. Do NOT dilute the value of the letter “V.” BMW and Mercedes-Benz have diluted the value of their M-brand and AMG-brand respectively and now they have just turned it into another model instead of something to strive towards.

    2. Building on that, stop being so China-focused. Let’s be real here – for the next 2 (or more) years, we are going to have non-stop trade war drama with China, so who knows what the crystal ball holds for American cars being sold there in the near future. “V” means power. It means a big ol’ supercharged or turbocharged V8 (or perish the thought, V6) making at least 450+ hp that will melt the rear tires and make every driver look like a hero. It is brash, loud, and American. Cadillac is NOT European, or Asian, nor should they strive to be. They need to build the best American cars, styled uniquely and with American tastes and quirks in mind.

    3. Consider a new or modified style direction. The current design motif has run its course and now the sedans especially are looking like cartoon versions of what Cadillac looked like a generation ago. Keep the angles, and keep the upright look, but start toning down the cuts and slashes that plague the Japanese cars. And for the love of God, don’t go down the melted bar of soap look that Mercedes uses…

    I want Cadillac to win. But I want them to stop chasing the European tail and continue to forge their own path. There will be buyers – the hit that the CTS became was proof of that. I see new Escalades every day. If they could hit the sweet spot – around $50,000, RWD/AWD, American styled, 400hp from a real American engine…not some European copy-cat engine, and had some semblance of reliability, watch it fly off the lot.

    • 0 avatar


      Agree. Especially on the new design direction point. I never really warmed up the arts and science theme. And after 20 years of it…..

    • 0 avatar

      “Melting the rear tires” does not make the driver look like a hero, it makes him look like an idiot.
      That’s impressive in the high school parking lot, but not in the real world where adults drive on real roads. Power is great when you need it in a pinch, but imaginary stoplight drag races are used by marketers to up-sell you to a higher profit margin.
      In the real world, doing burnouts ends up with points on your license, unless you’re driving your shiny new car at a track.

  • avatar

    I would rock a CT6-V, I think it looks good inside and out, the engine is proper for the class, and it’s good value compared to its competition.

    I still like the Escalade but the new Navigator is so nice that I would reluctantly pass up the 6.2L for the Ecoboost.

    Everything else is a hard pass. I’m sorry to be so old school, but luxury cars need a minimum of 6 cylinders, full size a minimum of 8, and the fewer turbochargers the better. Cadillac isn’t anything close to unique in not living up to this, but as an American brand the downsizing hurts more.

  • avatar

    Sure I can but it has nothing to do with it being a Cadillac.

    The XTS gets hit so hard with the depreciation stick that a very gently used one is a steal. I’d definitely take all the badges off except the crests front and rear.

  • avatar

    I am very disappointed with Cadillac’s latest designs. Calling them generic is an understatement. The CT5 is plain weird. Lincoln is doing a better job right now…

  • avatar

    Focus on America not China. the last real Cadillac was the 1996 Fleetwood anything after besides the v series, are not Caddys. They need to get rid of Barra,they need to go back to what made them great. there’s a reason why the Escalade sells and people consider it a true Caddy. The dream of owning a Cadillac when in my teens and into adulthood has been desintergrated by the german chasing crap they are making now. Part of the reason i earn 6 figures now is because of what Cadillac used to be. Now it’s completely lost it’s way run by idiots that dont have a clue. I dont mind a Caddy that uses certain Chevy parts…………..but when all you do is change a badge……you question my inteligence. If GM wants to raid the parts bin……………Look back to the 1975 Cadillac Seville to see how it’s done. I no longer have sypathy for a Brand thats been run to the ground like GM has done to Cadillac. At least we still have the real Caddys of the 50’s,60’s 70’s some 80’s and some 90′ left. Thats where i’ll spend my money!!!

  • avatar

    My grandfather had a mint green 1980 Coupe deVille that made an impression on the 8-year-old me, but I can’t see the current me spending that much on any car. I do generally like the looks of the CTS series, but I don’t know much about them. I’ve had issues with used GMs in the past so I’d probably not buy an used one.

  • avatar

    I also think the CT6 is very nice. Looks Mercan. 400+ hp available. If the interior and ride were close to Merc, BMW, Audi standards, I would say it is a winner and would strongly prefer it over the German brands, which I think have too many reliability issues, even compared to craptastic GM.

    Still, give me a Lexus, which is alternately ugly or boring, but is rock-solid. God help the Japanese on styling, but you can actually buy and keep a Lexus, instead of leasing a German brand you intend to dump after three years before you have to start coming out of your pocket for the endless repairs. Who wants to spend a pile of money on something that is always in the shop?

  • avatar
    SCE to AUX

    Q: Picturing Yourself in a Caddy?

    A: Never have, never will.

  • avatar
    Arthur Dailey

    I am of an age where the Cadillac and Lincoln names still have a positive meaning.

    Dave Berg of Mad Magazine had a famous cartoon, where Roger Kaputnick was hosting a party and made a bet with one of his guests about how long it would take another guest to mention that he owned a Cadillac. Roger introduced them and when shaking hands, the object of the bet said “my you have a strong grip, just like the mechanic who works on my Cadillac”. Demonstrating the prestige associated with that nameplate. I still own the black leather ‘bomber’ jacket emblazoned with the Cadillac crest that came with an STS.

    Lincolns were in the early and mid 1970’s the ultimate expression of wealth and style for North Americans (with the possible exception of a R-R, which was actually an inferior automobile). Watch the TV shows/movies of that period and you will get a reminder of the prestige they carried. As I have mentioned a Mark IV Pucci is still my ultimate car, due to the memories I have of driving one.

    Big, gaudy, powerful and representing new styles and reeking of ‘meritocracy’ and ‘new money’ Cadillac represented the USA for many in war ravaged nations around the world, post WWII until a toxic combination of the ‘oil embargo’, downsizing, the Malaise Era, and the D3’s growing inability/refusal to fully differentiate their luxury cars and invest in better quality/engineering. J.B. wrote an article in TTAC on how allowing Buick/Olds/Mercury to move ‘up market’ and the sharing of platforms/parts destroyed the aura attached to Cadillac/Lincoln.

    Among my ‘dream garage’ cars to go with the Pucci would be a 1959 Cadillac. I briefly owned a ’59 Eldorado Biarritz convertible and it is the only car that I ever really made money on. And a CTS-V wagon, black on black. And perhaps a 1955 Imperial.

    So yes, I peruse the car ads and lots, dreaming of owning a late model Cadillac (but not an Escalade). Lincoln, which unfortunately was first in my heart, has unfortunately in my opinion fallen too far off the map.

  • avatar


    Seriously, the new Sonata looks more exciting. It’s like caddy isn’t even trying.

  • avatar
    Big Smoke

    I have a certain threshold in my carpsyche.
    Cylinders vs dollars.
    $5oK ? V8, V6, I4? vs speed and MPG.
    Would you pay 5oK+ for a 2 cylinder? 400hp

  • avatar

    This latest generation of Cadillacs just look like GM has given up on the brand. Who would blame them after spending untold billions over the last 25 years to try and reinvent the brand as a true German luxury competitor, only to find themselves further behind with each new model? The new XT4, XT5, XT6, and these CT4 and CT5 sedans just look like total surrender. Weak styling, tame powertrain options, no hybrids or electrics. Just nothing. That they took the ATS, slapped a new grill and dashboard on it and called it a CT4 is just more proof they have no interest in competing. Then to shovel dirt on the corpse, they eviscerate the V brand for no good reason.

    It remains to be seen whether Lincoln will be successful with it’s American take on Range Rover, but at least they are coming to play with the styling and the powertrains to compete.

    • 0 avatar

      Cadillac is a damaged brand the way Hyundai was in the Excel days. The difference is that Hyundai knew it had a problem and worked at fixing it. H/K dealers are still bad, but their cars and SUVs are not.

      Cadillac/GM won’t admit they have a problem. That’s because not enough fundamentally changed with GM post bk, because it wasn’t really a bk. They never became a different company. They never brought in new leadership. They’re still ‘old GM’.

  • avatar

    The C-pillar on the CT5 is a mess. What the hell were they thinkin’?

    Can Ed Welborn please come out of retirement?

    • 0 avatar


      No. Welborn birthed this arts and science nightmare to begin with. He cant help.

    • 0 avatar

      Agree on the C-pillar. The rest of the car ain’t bad. The roofline is a bit ridiculous, but that’s pretty standard these days.

    • 0 avatar
      Middle-Aged (Ex-Miata) Man

      I assume the designers hoped to put a window there before the cost-cutters got hold of it. The styling would have still been awkward, but at least it would’ve been genuine.

      But hey, if DLO Fail is good enough for buyers of a $18K Cruze, certainly Cadillac shoppers won’t object, right?

  • avatar

    Peter DeLorenzo weighs in on the CT4-V and CT5-V in this week’s 20th anniversary edition of On The Table, at The Autoextremist:

  • avatar

    I’ll be curious on the pricing and the interior quality. Interior looks better in pictures, as the ATS was underwhelming. I know everyone complains about GM interiors, but to me anything introduced in the last 3-4 years has been just as good as an other make.

    I’ve always wanted a V, but toned down a little. I don’t need nor want 500+ hp nor all that body cladding.

    This is exactly what BMW and Mercedes have done with their M and AMG monikers. It’s smart. Now, I do wish it was the 3.0, perhaps single turbo, rather than the 2.7 in the CT4, but I’m assuming they are reserving the 3.0 TT for the top level CT4V.

  • avatar

    Given the biggest weakness in the ATS and XTS was the interiors, I will say I don’t have enough data.

    I could have bought an AWD XTS for less than the LaCrosse, but I couldn’t get past the XTS older interior, the haptic buttons, and incremental to that decision the XTS living on the older Epsilon II platform (no, the XTS and LaCrosse were not built on the same platforms after 2016) with a 6-speed, diferent AWD system, different generation V6 under the hood, older Infotainment system, etc. etc.

    I would need to see the interior and driver cockpit to answer the question – and so far nothing has really been revealed.

  • avatar

    I could see myself in a used CTS-V. That’s about it.

  • avatar

    GM’s Australian design team is not getting it done. It is time to bring back Ed Welborn

  • avatar

    I am someone who did not grow up in this country. Cadillac’s past means nothing to me.

    If Cadillac didn’t chase the Germans, it wouldn’t exist for me. Because it did, it does.

    I like to drive not-too-big sedans that are sporty. CT5 fits the bill, and I really like the way it looks in photos (have not seen in person).

    I would drive one in either 2.7T or 3.0T guise. I will never ever need or want more power than that.

    So provided it speaks to me in person, engines get good reviews, and the price is right… yes, I can picture myself in a Cadillac.

  • avatar
    Master Baiter

    Here in the Bay Area, $100K cars are everywhere; Cadillacs are rarely seen.

    • 0 avatar

      You see them around, only with out of state plate, either tourist or people who just moved here.

      The same goes for Big SUV like Escalade and Expedition.

  • avatar

    It just looks like… no effort.

    There are certain automakers and nameplates I can get behind. Because they TRY… or as mentioned before…they at least admit they have a problem. That’s the first step to recovery, right?

    I know the dealers still suck (and the service bays unfortunately), but Hyundai… I’m sorry… but I’ve turned into a fanboy. Especially after getting my Elantra GT N-Line two months ago, and that’s now my THIRD Hyundai.

    But hell if it ain’t a fun car, an attractive car, an easy and cheap to maintain car (tires aside, but that’s upsized rubber band 18″ for you these days…) and most of all… it looks/feels/performs like it always has more to give. Like “Alternative-H” is actually TRYING.

    It elicits something from me. It moves me? 2020 Sonata? is a FWD mass production Regular Old Sedan. But it’s design? Gets my heart pumping, despite knowing it’ll be a base model lease special on top of the N-Line and N models. My EGT N-Line? It elicits something from me. I take long looks after every drive. It’s a hoot to drive hard. It’s entertaining and “awake” to commute in. I just enjoy the hell out of it, much how I enjoyed the hell out of the looks and performance of JDM vehicles (Nissans) of yore. Bonus round is all the equipment and features you get for the price, and it all works well. JDM? Still a fan, but now, I’m a KDM guy.

    Cadillac? No Shock and Awe. Just “oh hey here’s the CT4 and 5 now, enjoy!” and the XT4 is… so cheap looking. Much like the CT4 is, as well. Just no excitement and a very uninspired design. I can’t get over the bad lines, the bad C pillar, the bad headlamp and taillamp design that looks like paint running (or the car is crying, from the front, begging you to put it out of it’s misery).

    Just… dang.

  • avatar

    The editor for the Auto extremist is right, there is something not right about GM design lately. Just look at the new Camaro for an example. The blazer is the only real design success GM has had in the last couple of years.

  • avatar
    Art Vandelay

    Maybe an LT1 Powered mid 90’s D Body, but anything since? I doubt it.

  • avatar

    I am OK with the look of the new Caddys… but no V8 in the “V” version? Then no thanks, its what made the previous models actually worth something. Also – where is the coupe? I have no interest in something with 4 doors.

  • avatar

    Caddy has the driving experience nailed, but I still wonder about the execution. If caddy continues the “build it cheap, warranty the hell out the first owner and devil take the rest” nothing will change.

    GM commodity parts are the problem.

  • avatar

    Cadillac is a dead brand walking. With the latest trade conflict with China, the Chinese will be socially pressured to avoid American brands. This will ruin both Cadillac and Buick. That means no way to keep those brands going stateside in the U.S. GM will be lucky to survive another decade in ANY form.

  • avatar

    Can it be fixed? I’m sure it can if they focus the brand for their target audience. Can it please everyone and sell a lot of them? Probably not.

    The people here who wants Caddy to design vehicles with big motors, plush ride, old school brougham car, will never spend the money when they make them because 1) talk is cheap, 2) they get cold feet when they are signing the dotted line, 3) they only want to buy used after it depreciates for 5 years. You’ll never sell it to someone who just got to have it now, so they can impress others.

    The other people who wants what they want now, and will spend to pay for it now, to brag to their friends, or to feel good about keeping up with the Jones, know that the Jones don’t drive brougham caddy. They drive BMW, Mercedes, Porsche, Audi, Volvo (to keep up with the old money Jones not wanting to show off), or maybe Lexus (younger ones that don’t want to look too old but like the Japanese style better than German).

    These 2 groups are mostly mutually exclusive. If Caddy leave group 1 it is still not a guarantee it will catch up to group 2, and may end up losing both.

    Unless they somehow find a way to pull a hit in the subculture (Japanese, Goth, or Hip Hop), then gradually tone it down for the youth, and then the suburb parents, it is going to be a hard transition.

  • avatar
    Jeff S

    @PandaBear–Agree, the days of V8 powered rear wheel drive sedans is over and those who say they want them will not buy them new. The problem with Cadillac and Lincoln is those who are their targeted market do not perceive them as a premium brand and don’t see either as status symbols. Cadillac and Lincoln need to up their dealer service and treat the customer to a more premium dealer experience. Dealers need to take a page from Lexus and give their customers much much better service than a non premium brand. Lower the prices of Cadillacs and Lincolns to where they much less expensive than Mercedes, BMW, Audi, and Jaguar. Offer a transferable 10 year warranty on drivetrains and 5 years roadside assistance. Many customers have no idea if they have a V8 or I4 under the hood and many don’t care. Up the quality of the interiors where there is a distinct difference between a Cadillac and Lincoln compared to their lesser cousins. Better warranties and better service will make Cadillacs and Lincolns retain a higher resale value

  • avatar

    At first glance, before reading the headline, I though the blue one was a Honda Civic. That’s a bad, bad thing.

    I recently reported that my local Cadillac dealership had a habit of lining up nice used cars from other luxury makes along their main frontage and I took some flack from someone on here about it. I’ve confirmed with my BMW guy (same dealer group, and right next door) that they “give all the best trade ins to the Cadillac guys, because they’re lucky to sell 20 new cars in a month.” The BMW and Mercedes dealerships next door always do 100+ cars a month, each. I think that tells the story right there.

  • avatar

    The once mighty Cadillac brand died in the 70’s and or 80’s when luxury car buyers actually inspired to own one. And when they still were “Cadillacish” in styling and gaudiness.

    All these new Cadillacs look cheap and bland for the kind of money they’re asking buyers to pay. The engine choice that Cadillac has decided to go forth with is disgraceful, especially for its V series.

    Cadillacs continued pursuit at trying so damn hard to be like BMW has failed badly. I don’t understand the logic behind Cadillac executives and why they feel like being an exact copy cat of BMW is somehow going to create a new public perception. What creates a new public perception is when you go all out when building and designing your cars, this goes for quality of materials used that matches or exceeds your competitors, high end performance engines that are exclusive, and also matches or exceeds your competition, Styling that is truly unique and stands out compared to your competition, and Cadillac has seemed to fail at all of those things.

    Honestly the last really cool, great looking and traditional well built and solid feeling Cadillac, was the 92 Brougham D’ Elegance.

    As an owner of a 87 Brougham, and a 64 Sedan DeVille, I can surely attest that Cadillac once knew how to build amazing high quality cars that rode, drove and looked great. The new Lacs are so lackluster , and don’t stand out from the crowd. I would never own a new Cadillac with their atrocious styling and cheap looking interiors, as the old ones were way better IMO.

    I really like how Lincoln is going back to its roots, it’s sorta becoming Audi like in a way. But with names. That’s also been a major problem that the majority of people complain about. The CT this and CT that. Cadillac literally has the worse vehicle naming convention of any brand.

    They are confusing and don’t sound luxurious at all. If your friends hitched s ride with you in your new CT6, I bet they’ll probably forgot the name of the car or at least the number the next time they roll with you.

    “This is a CT what again”?

    Total and utter failure.

  • avatar

    there was a time when Cadillac and Lincoln were hugely profitable divisions but that has not been the case for years

    what is the point of these formally iconic divisions if they are money pits

    sure, Cadillac is big in China but are they making much money there? and if they do how long before they don’t – like Apple and every other company once China has acquired the ability to make credible knock-offs

    if not for the obscene profits made on truck and SUV’s in the US – and that may be ending as the market saturates and oversupplies build up – both Cadillac and Lincoln would be euthanized as unsustainable luxuries for their respective companies

  • avatar

    I get that GM wants to have a halo brand and Cadillac has a long history. But I don’t believe Cadillac now is known for anything unique or distinctive to justify the price. Looking back, Cadillac used to be the aspirational brand and what it offered was an experience that, whether real or perceived, was different from the rest of the other brand lines. It started to go south with the Cimmarron debacle in the 80’s and has really never recovered.

    Cadillac can’t out BMW or Mercedes or Audi those actual brands. Why would I spend money on a reinterpretation of someone else’s car? Give me something to aspire to and I will consider spending money. Right now, Cadillac is the worst of all worlds – it’s cars try to act like the German big 3, they look sort of like Japanese models with the origami gone wild look and they deliver nothing I can’t find better someplace else.

    Look, I’m a guy in my 50’s who is a professional and grew up in a car focused home that loved GM back in the day. I should be your market. I own a BMW. I never considered a Cadillac because there is no there there. It’s sad because while I don’t think the answer is just to make big luxury barges as they did when I was growing up, they haven’t figured out how to capture the “feeling” of those cars in the modern era. Until GM does, Cadillac will be a failing brand and, if I feel that way, be assured my sons who never knew the brand will not be more motivated to buy in the future.

  • avatar

    I’ll be 53 next month and grew up admiring big Caddys and Lincolns. They’ve always been aspirational vehicles for me. But then again, as a diehard car guy I’m not normal in that I like CARS – specifically sedans – and not trucks, CUVs or SUVs.

    In late 2016 I took the plunge when Lincoln offered the new 3.0L TT in their MKZ with 400HP. Within a few months of taking delivery I was bored with it. It turns out that 400HP can be a bit dull. To be fair, the problem was me and not the car. The MKZ, and any Lincoln, was designed to coddle and isolate the driver and not engage him or her.

    The MKZ lasted just over two years in my garage and has been replaced with a 2019 VW GLI. It’s two month old today and the honeymoon shows no signs of abating.

    To answer the question, I’m not sure that Cadillac and Lincoln can do much to capture the hearts of new buyers but it appears that for now at least the best they can do is make CUVs and SUVs. The brand names are a bit tarnished but I think that can be overcome with aggressive pricing on well equipped vehicles.

    But… if the right Fleetwood or Continental ever came on the market I would figuratively put it in my garage. I say ‘figuratively’ because I have a standard sized garage and there is no way a Fleetwood or Continental would fit in there.

  • avatar
    Jeff S

    Agree, the market is CUVs and SUVs. I don’t think a Fleetwood or a Continental alone would be enough to save Cadillac and Lincoln. I don’t think any luxury brand in today’s market can count on cars to bring home the profits. Lower the price, improve the warranties, and improve the customer service at the dealer level. A nicer and more upscale interior should be on all Cadillac and Lincoln models regardless of level of trim.

  • avatar

    I can appreciate looking back at Cadillac heritage, but the world has changed since Cadillac’s glory days. Competition has gained footing from all angles, including impressive features and design from nonluxury brands. I’d say Lexus, then Kia-Hyundai-Genesis have been the most disruptive. Consumers are bombarded with choices and marketing messages, and image plays a strong role in the psychology of car buying. This is where Cadillac faces the largest hurdles of getting past consumer psychology. What could help: Adopting a true naming structure inside of stupid letters and numbers would be step one. Cadillacs have to be dramatic, memorable, and they must spark an emotional connection. But then again, Chevy, Buick, GMC are all trying to do the same thing.

  • avatar

    Cadillac has been one of my favourite brand’s since the first generation, the CTS has been constantly my favourite since the first generation, I believe in Cadillac but boy, do they know how to miss opportunities! I would start by bringing back the hybrid and the 3.6 liter V6 variant of the CT6. I would give the CT5-V the 404 hp 3.0 liter TT V6 it deserves, I would offer a hybrid variant with the same powertain as the CT6 and, I would make the rear-quarter ‘faux-window’ see through. I would install the 2.0 liter LSY engine in the CT4 as the base engine and would offer a hybrid variant with a detuned version of the CT6 powertrain with around 300 hp. I would use that same hybrid powertrain to spice up the XT4. I would offer the non-detuned version of the hybrid powertrain to also spice up the XT5. I would give the Platinum version the 404 hp TT V6 and a hybrid variant with the same powertrain as the CT6. As for the escalade, I would offer it with a 500 hp and a 550 hp Blackwing engine and a V8 hybrid variant withe same technology as the others. And last but not least, the hotter CT4- and CT5-V would be served with a 3.0 liter TT V6 with electrification with a total output of 475 hp and a 550 or + hp Blackwing engine.

  • avatar

    I was forgetting to mention that I would also create a highly customizable Eldorado high-end trim, similar in some ways to the Maybach trim at Mercedes

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