Cadillac is trying to build an American luxury automobile that competes with its European counterparts. The transition began with the development of the Escalade, the discontinuation of the STS and DTS, the transformation of the CTS, and introduction of the ATS. (The XTS is garbage in my opinion.)
As part of its marketing strategy, Cadillac has implemented a few gimmicks to promote the brand. The first silly idea is to move Cadillac’s headquarters from Detroit to New York City in attempt to exploit the cachet of the Big Apple to increase global car sales. This runs afoul to the Cadillac name itself. For those of you from Michigan, you already know that Antoine Laumet de La Mothe, sieur de Cadillac, founded Fort Pontchartrain du Détroit, known today as Detroit. Why take the essence of what is Cadillac and transplant it to a city that has nothing to do with automotive? The reason is the president of Cadillac didn’t want to live in Detroit. But for the fact that nothing and no one who leaves Michigan ever comes back, I wouldn’t be surprised if in a few years a new president of Cadillac returns to the Motor City, citing a need to get back to Cadillac’s roots.
Cadillac’s second silly idea is to partner with American Airlines to give first class passengers an Emirate’s style chauffeur service to the plane aboard a Cadillac CTS. I used to own a CTS and though the new ones are a lot nicer, make no mistake, the C in CTS still stands for Catera, a failed Cadillac brand.
And now for the third gimmicky idea; Cadillac is giving away 7500 AAdvantage miles for anyone that goes into the dealership for a test drive. For points people and for people who love going to car dealerships for fun, this is a great deal to top off your AA account and refine your bargaining skills. For Cadillac as a brand, this cheapens a product which is in need of subtle exultation not Sunday! Sunday! Sunday! disgraceful gratification.
Before moving to Mongolia, I had to part ways with my beloved Red Cadillac ATS 2.0 Turbo. Unlike the old CTS, the ATS was fun to drive, a beauty to behold, and a head turner wherever it went. At the time I was leaving, I literally couldn’t pay anyone to take my baby off my hands despite it being such a great vehicle. And now, I have to read story after story from blogger after blogger of test drives with my lost love, which are nothing more than sickening tales of a proud brand being pimped out in a miscalculated effort to sell a few vehicles.
The whole thing makes me sick.
To Cadillac, I say shame on you. To points enthusiasts, I say stop bragging about how you didn’t even take the car for a spin in the name of free points. Do the right thing: take her out for a real date, treat her right, then hold onto her forever. Don’t make the same mistake I did.
I miss you Anastasia.