 Cadillac:
Evolving for the FutureAs the baby boomer generation begins to enter the later stages of their lives, General Motors and Cadillac are hoping to have them reaching for their check books. It is no secret that the average Cadillac buyer is over the age of 60 and not showing any sign of decreasing. Realizing that it is losing the younger market share to competitors, such as Lexus, Acura, and Lincoln, Cadillac has gone back to its basic model that made it successful. New technologies and a redesigns for its entire line up are some of the changes going on in GM's luxury division. The Cadillac Motor Division In 1902, the Detroit Automobile Company
is reorganized and renamed the Cadillac
Innovation and technology have always been credited to Cadillac's success. It has always been able to stay one step ahead of the competition by putting ideas into production. "In 1912, Cadillac was the first company to equip cars with electric starting, lighting and ignition. For this achievement, the Royal Automobile Club of London awards Cadillac the Dewar Trophy for the second time and bestows the title of "Standard of the World" upon Cadillac for all time. Cadillac is the first and only car company to receive such a title from the RAC". ( 3) Soon, consumers started to recognize that Cadillac was the cream of the crop and if they wanted the best, they had to have a Cadillac. As the twentieth century continued, so did the innovation and quality. Engineers were able to develop new engines, new features, new ideas, and safety features that were never seen before in a automobile. Cadillac was leading the way and others were trying to follow. It was able to offer many features first in the industry such as power steering, a tilt steering wheel, a fuel injected engine, and the first to have a digital computer on board. The list continues on, but has seen a slow done in innovation in recent years. Buyers have become older as technology has faltered. Now Cadillac wants to regain its proud tradition of technology and quality as the turn of the century approaches. New Technologies As sales have been on the decrease in the recent years, the Cadillac Motor Company felt that it was time for a change in decision making. Being more conservative over the past few years have seen a loss in market share and customer loyalty. With no major innovations to attract new customers and no drastic changes in the body styles to retain repeats, Cadillac lost its number one spot of American luxury. For the first time in nearly half a century, Ford's luxury division, Lincoln, was able to capture the number one spot. Cadillac even doctored its sales to say it had beat out Lincoln, but later apologized for the error. Losing the top position has set a panic through the organization. It feels the pressure of needing a change and reaching younger consumers. The new goals and objectives of the company are to use technology to regain the number one spot. One of the major changes that consumers will soon see is that in the updated Northstar engine. Cadillac's has taken its successful engine and made it even better. Some of the new improvements include lower emissions, better gas mileage and a smoother, quieter operation. "These improvements were made possible by an enhanced combustion chamber configuration, a new center-feed intake manifold, new pistons, a new power train control module, and direct mounting of all engine driven accessories". (4) The improved engine will give the consumers a new level of ride quality and quietness. Another new improvement lays in Cadillac's
coveted StabiliTrak.
"StabiliTrak improves
One of the newest technologies that Cadillac will place in the new 2000 DeVille is called Night Vision. Night Vision is a driving enhancement system that allows the driver to see further ahead than he or she would be able too using normal headlights. The infrared technology detects thermal energy of objects beyond the range of the headlamps or hidden behind the glare oncoming lights. (8) How the system works is by taking a Night Vision camera, mounted in the front grille of the car, and processes images on the road ahead. Then, sending these images via the head-up display onto the windshield of the car. The brightness of the image can be controlled and turned on or off, depending on the driver's preference. When it was tested out, it got strong reviews from the critics. This is what National Public Radio had to say: http://www.npr.org/ramfiles/me/19980819.me.09.ram. Cadillac and General Motors feel that Night Vision has great potential and will become more widely available on all automobiles. For now, it is a unique feature only available on the Cadillac. To see a small demonstration of Night Vision, click here: http://www.cadillac.com/tech/nightmoves/see/shocked.html.
2000 Cadillac DeVille The new 2000 DeVille
is based on Cadillac's new goals and objectives. It combines
The new DeVille will be available in three different models, the DeVille, the Deville DHS, and the DeVille DTS. Each model is designed for a little different buyer. The base model will have a suggested price of $39,500 and include many standard features, but will not offer all of the new features. The DeVille DHS is the high end luxury model with a starting asking price of $44,700. It includes more standard features as well as having the all the optional equipment available. Finally , the DeVille DTS is the sportiest of the three, having 300 hp V-8 Northstar engine instead of the 275 hp engine found in the other models. The starting asking price is $44,700 with the availability of all the optional equipment. For a more in depth comparison of each model, please click here: http://www.cadillac.com/deville/index.htm. The Cadillac Evoq The Cadillac Evoq is the future thinking
and planning of the company. It currently only is in a concept car
format, but is thought of going into limited production by the year 2002.
The Future of Cadillac As the world prepares for the turn of the
century, the Cadillac Motor Division is hard at work designing the future
of the company. With new products arriving on the market Some high goals have been set by the new thinking at GM's luxury division. This is evident by a press release earlier this year from the parent company stating: "Beautiful and classic designs coupled with numerous advanced technology breakthroughs are hallmarks of Cadillac's rich 96 year history. This pedigree of creating true art and science in its products is the focal point for a new brand direction that will elevate Cadillac's global stature as the world's premier luxury vehicle manufacturer." (15) To achieve such a high status among its competitors, Cadillac will need simply more than technology and quality. That is why it is planning to increase service and increase other amenities of owning a Cadillac. A new service technology being developed is called "Smart Mentor". It is "a new electronic service technology developed by the General Motors Service Technology Group that could revolutionize the diagnosis and repair of today's electronically sophisticated cars and trucks. The technology involves use of a small, wearable computer that recognized speech instruction and provides on the spot mentoring for technicians under the hood of a car, resulting in more rapid and reliable repairs." (16) This could greatly improve all automobile service and help relive some of the frustration of having a car fixed. Some other improvements include "two day test drives; purchase and delivery of a vehicle at the customer's preferred location, such as home or the office; complimentary pick-up and return of a customer's vehicle for service; the providing of loaner for all service work; express delivery of product information; and free lube, oil and filter, and tire rotation service." (17) These services will be of great value to many customers and may just help Cadillac in expanding its customer base. With so many fresh ideas and new technologies
being developed, Cadillac is one the right road to success. It is
going to take an equal effort of being consistent to remain at the top.
Using its past strategy for success, Cadillac is going to start the new
century strong, just as it did this century.
Additional Sites First Test Drive Report of the 2000 Cadillac DeVille Information on Cadillac's New Wreath and Crest Hoover's on the General Motors Corporation Hoovers on the Automotive Industry Review Questions References
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Automobile
Company, launching a new era in fine transportation. (1) Originally
an independent car manufacturer, Cadillac began its rich tradition of luxury
and innovation. Its goal was to achieve a higher status automobile
that was in a class of its own. In 1908, Cadillac became the first American
made car to win the Dewar Trophy by the Royal Automobile Club of London
and the slogan "Standard of the World" became the image of the young company.
(2) Then in 1909, General Motors purchases the Cadillac Automobile
Company to become its luxury division.
With
more new cars on the road everyday, unique safety features are an important
advantage for Cadillac. One of the new unique features is 
Another
new feature to be found on the 2000 Cadillac DeVille is the Ultrasonic
Rear Parking Assist system. What this system will do is give new
confidence to drivers of the larger automobile to back out of any situation.
"The system uses an array of four ultrasonic sensors to help alleviate
the blind spot immediately behind the rear bumper. The sensors are active
any time the vehicle exceeds three mph in reverse gear. The effective field
of view is from about 10 inches off the pavement up to the top of the trunk
with a maximum range of approximately five feet. The four sensors
signal an electronic control module the precise range of any fixed object
behind the car within the field of view. The module uses a triangulation
calculation to determine distance to the object and then alerts the driver
through an audible chime and a three-LED array positioned in the headliner
just above the rear window. Response time to the alert is 300 milliseconds."
(9) This new system is a great benefit to all drivers as the parking
lots become more crowded and the spaces even smaller. Cadillac is
not the first to use this technology, but is one of only a handful that
offer it.
An
optional equipment package includes an On-board navigation system.
The system will be available in the new DeVille, but will not become standard
equipment. A cd-rom drive is placed in the trunk of the automobile
and comes with nine cds covering the 48 contiguous states and the District
of Columbia. Also placed in the trunk is a global positioning satellite
antenna to pinpoint exactly where the car is located. "Bright, clear
graphics are conveniently displayed for the driver in the instrument panel,
which takes the place of the regular sound system control panel. Controls
for the sound system are integrated into the five inch diagonal touch screen.
A premium audio system is integral to the system. The user-friendly
touch screen features a light gray background in daylight that automatically
switches to a black background at night for optimum legibility. Five dedicated
controls along the left side of the screen control the navigation system.
Four switches to the right of the screen operate the sound system in conjunction
with screen displayed controls".(10) This is a great system that
will help alleviate the problem of getting lost and ease the ability to
take long trips.
Some
other new beneficial features include a massaging lumbar and an adaptive
seating system. The massaging lumbar is going to be standard on certain
models of the new DeVille and will add a new meaning of comfort to its
drivers. With a touch of a button the power lumbar system begins
to massage the driver's back and relax the tension in the body. This
will allow drivers to fill less tension when driving and to hopefully stay
calmer when behind the wheel. The adaptive seating system will also
be standard on certain models of the new DeVille and bring a new level
of comfort to long trips. How the system works is that there are
"10 air cells between the leather seating areas and foam in the seat cushion.
Attached to these cells are back sensors that measure internal pressure.
Once the car is started, an initial adjustment procedure takes place. After
that, every four minutes the seats adjust the air cell pressure to conform
to a preset optimal pressure pattern".(11) Combined with all these
other features, the end result is the new 2000 Cadillac DeVille.
technology
and prestige in one package. The new sleeker and more defined image
is aimed at attracting younger customers. Cadillac is making taking
huge strides in redefining its image and position in the market place.
It has even gone so far as to redesign the coveted wreath and crest.
This redesign will not become available until the 2002 models because of
Cadillac's centennial. Evidence of the new thinking is found through
out the company and can be seen foremost in the new DeVille with other
models to follow. To see the new Cadillac upclose and at different
angles, please click here: 
The
Evoq provides an equal balance of power, eloquence, and comfort. It is
a two-seater roadster that becomes a convertible with the touch of a button.
It takes all the innovations discussed earlier and provides them in one
complete package. The Evoq also builds new value with a re-vamped
405 hp V-8 Northstar engine. For the first time, the Northstar engine
will be seen in a rear wheel drive format. Cadillac has taken the
liberty to eliminate all side and rearview mirrors for the new sleek design.
The Evoq will come equipped with Rear Vision. Rear Vision will replace
the mirrors giving the driver a new view of the scene behind the car.
Other innovations include a more in depth computer system for the driver.
(12) Everything will be automated through voice commands or a simple
touch of the screen. The driver will now be able to ask for
directions, check e-mail, make cellular calls, receive electronic maps,
and more is planned to be added. With such radical innovations and
drastic changes, Cadillac hopes to gain a younger customer base and increase
its market share. (13)
place,
such as the 2000 DeVille and the Evoq, Cadillac is also planning a whole
new line of automobiles. This new line, code named "Sigma", will
be rear wheel drive based and be designed for the younger market.
Currently, the Catera, is the only rear wheel drive vehicle that Cadillac
produces. This is sure to change with the unveiling of the Sigma
line up at the Geneva auto convention in March of 2000. (14) Plans
are already under way with a new assembly plant being constructed to build
the new rear wheel drive automobile. Cadillac is hoping to reach
the younger market that favors either the European or Japanese based cars.
Knowing that rear wheel drive provides a smoother ride, it hopes that the
new design and ride will appeal more to the younger luxury buyers.