Cadillac Comes to South Africa
By Ed Welburn
GM Vice President, Global Design
Well, GM has brought a great surprise to South Africa: Cadillacs!
After launching the South African production of Hummer H3s for export on Tuesday, we invited South Africa’s press corps to what they expected would be a Hummer event in the Western Cape city of George. We put on a grand “Hummer” show, complete with jungle theme, a large wooden crate, and false stockade fences. Lots of Hummer displays, great music… and then all of a sudden the music switched, the displays dropped, the crate opened, and inside was… a Cadillac BLS ! As those stage-set fences came down, the crowd slowly began to see Cadillac SRX and STS.
The response was tremendous.
Starting early next year, three Cadillac models will be sold in South Africa — the BLS mid-size sedan best known in Europe, the SRX crossover SUV, and the STS full-size sedan. They’ll be available to the sophisticated markets of Johannesburg, Cape Town, Durban, and other cities here.
We took the reporters for a drive in those Caddies, on the smooth, wide switchbacks of the roads over the stunning Outeniqua Mountains, and down into the desert. It’s spring here, and the desert floor is bursting in color: intense reds, purples, oranges. All the colors I’d seen people wearing in Cape Town were right here, on the desert floor. Those colors make sense, now that I’ve seen them in nature.
I struck up some great relationships with South Africans, and they are very interested in branding. They want to know more about GM’s brands. They say Hummer and Cadillac are so distinct, and they appreciate the differences between Cadillac and other luxury brands. They want us to bring the XLR here.
This is a real car culture. People have a passion for cars. As this country begins to explode economically, the auto industry will explode with it. Now that I’ve seen it, I’m not surprised that South Africa is one of the fastest growing automobile markets in the world.
During my talks with South African journalists, I was amazed at how positive they are about GM and about American cars. They want more American cars here. They think the American design aesthetic — the Cadillacs and Hummers — are right for this market. They think the STS is a great design statement. They loved driving the BLS, they love its bold front end, its hard edges, its overall design.
The journalists also told me they feel that the H3 goes way beyond anything our competitors have here.
I’m leaving South Africa feeling pretty good.
- Posted in Cars & Trucks
fred
Ed,Ed,Ed-
Id bet the response would be tremendous if this car were in America also…oh wait it is…aka the Saab 93. If the turbodiesel was available all the better.
Mandy
I like this car:)
F451
Where else do you take a car like the STS who’s latest iteration bombed in US sales? Well, South Africa of course?
Edward Hayes
Ed,
I am glad you were able to share one of those golden moments for GM. I don’t think the gap has ever been wider between the scuttlebutt of the press and the actual picture of progress GM is making with design, efficiency, technology and global expansion.
Just think Ed, just think for a moment…
How many times an event like this one can be repeated. Imagine all the countries that Cadillac and Hummer have yet to enter. Imagine the growth in Brazil, Argentina and countless other countries. I just can’t believe Chevrolet has only been in Europe, Russia and Australia for just a couple of years.
What if? What if we could take Pontiac and Buick to the next level also and we let their stars shine in new and growing markets as well? I know, a lot of people think its impossible or rediculous but I don’t. I saw the Solstice, I saw the Efijy and these designs know no boarders, beauty is one universal language that can speak in plain tongues to all of us.
Trust me. Just imagine if GM had a global 50’s style renaissance that, this time, reached every corner of the globe.
But this week for the first time people of South Africa have the prospect of owning a Hummer and a Cadillac for the first time in their lives, that is really something, imagine that.
Imagine this, if Harley Earl visited us today from his world of the 50’s and presented us all here with newly minted Buick Eights from that golden era? What a sight that would be too.
Bottom Line is this!!!
Whoever thinks the auto industry is a cyclical, stagnant, no growth industry devoid of opportunity and is too competative to make a buck.
These were the same people that said we were running out of oil until they discovered about $2 trillion worth of it off the Louisiana coast 2 months ago.
Like big oil just keep mining that heritage, just dig a little deeper GM, it’s there.
getalifeagain
This is good news and I hope the Cadillac’s give S.A. customers years of HAPPY MOTORING.
André
When will Cadillac come to Brazil? Hey, you’re loosing a great opportunity to play the same game that Jaguar, Audi, BMW, Mercedes, Alfa Romeo and even Lexus play here…
ZackK87
I can hardly believe anybody in the U.S. could care about this. Two whole comments so far. Well, let me give you comment #3!
Go ahead GM, ignore the U.S. market, the most lucrative in the world. Go on pandering and touting yourself in third-rate regions. Feel like big men there? All the while, you’re losing big-time in the states. Everyone knows why too, except you.
bill
Ed- I am a retro guy, Caddy suggestions– 16! - priced at 50k, Put it on this rwd platform -> 1982 copy fwood b. coupe, hardtop vert, + hearse-like hi top stretched sedan. This car had caddys signature nose;
imaj - cuv;
64impala-wagon(bel-air?) sister to the SRX, rides lower, though. Copy its square-square lines, exactly and 64 nose;
Put 1962 coupe fins on the xlr- its too shortttt- behind c-pillar;
DTS - Its fine for 10 yrs,just refresh interiors and style cues from the last 30 yrs of devilles- skinny headlights, no good - back to 82 fwood nose, that should be a constant;-
New CTS - Great! M3 competitor chassis should reach across all GM sedan lines;
STS - Back to 92-97 larger body-style w.current nose;
Big CUV - Copy one of the 7 passenger 60 models(v-16) from 1937-1938, 1938 Cadillac Limousine Model 38-7519. Add optional hackercraft style-wood sides;
OK - thats 4 CUVs, 5 Sedans, 2 coupes/verts; Figue out common platform(s);
LEAVE the Escalade family as is - damn near perfect.
Im a proponent of the notion that you can xerox your old body designs and put them on the road. Get it? Does the empire state building’s style look dated?
Ames Tiedeman
That is a very good looking Cadillac!
Jack Smith
Apparently Bill hasn’t read the latest SUV comparison in Consumer reports. The Escalade was found to be ungainly in handling with pronounced body lean, too light steering, disappointing fuel economy at 13 MPG overall, with a too small cramped rear seat. It came in 15th place out of 19 vehicles tested and this is a clean sheet, new design that took 3 years in the making. Standard of the World - that’s a pathetic joke. And you too can have all this for $65K! The same money buys you a choice of two Mercedes’ that took #3 and 4 place. Where were the designers Ed that could allowed this to happen? Where were the engineers that allowed this to happen? Where were the executives that allowed this to happen - planning your next boondoggles? You should all be fired, these results were embarassing. Maybe you can take the whole team with you as travel agents on your next one way trip somewhere, and leave the the next design to people who care about Cadillac being #1.
Omon
nice car
Mr. Langlitz (Germany)
To “ZackK87″:
I really have no idea, how you could consider South Africa as a “third-rate region”. Maybe you should do a little research and this would show you, that RSA in the meanwhile belongs to the wealthy newly industrialized countries! Also see: http://en.wikipedia.org/wiki/South_africa#Economy
I am sure there are enough people who could be potential Cadillac-Customers. I can’t see any prove that GM does ignore your domestic market, even more, since certain GM-Vehicles for the US-Market are even better equipped than those available in Europe.
GM is absolutely right to enter EVERY region in the world which obviously is going to prosper. How should it be responsible to leave the cake to the competitors?
Caddyfan
bill,
This is not the mid-eighties anymore. Style must move forward. We have had enough of those box-on-wheels Cadillacs that looked like geezermobiles even in their “heyday” (the 1980s was a terrible time for Cadillac, by the way…).
Just as how tailfins pushed the boundaries of style, so will Art and Science.
Young people love current Cadillacs because they are different–just like Cadillac always was.
What Cadillac needs to do, now, is to lead the way in terms of technology and refinement.
Secondly, nobody leaves cars withering on the vine for 10 years. That’s what got GM and Cadillac in this mess in the first place.
Neither can the Cadillac Sixteen Concept be sold for $50,000!
No. Cadillac must work toward a time when it can sell such a car for $500,000 (ultraluxury territory that Cadillac used to own, “back in the day”).
We need game/segment-redefining responses to the S-Class/7-Series; E-Class/5-Series; C-Class/3-Series and more over and over again. Cadillac needs to ride with–no, ahead of–the best.
Now Mr.Welburn,
Andre from Brazil is correct. I am also tired of seeing your dismal presence in the Caribbean.
If you can be so successful in the Middle East, you can be the same in countries south of Mexico.
The U.S. ambassadors to all these countries should be driving Cadillacs and Tahoes(even high-level) officers.
Sadly, one U.S. Ambassador I know is driven around in a 1992 Chevy.
You should also have a strong presence around the expat community as well.
Just remember that the small-car and pre-owned markets are crucial as are small-displacement, high-output engines.
Lastly, I’l reiterate that Hummer needs a presence with aid organizations, the World Bank, the UN, researchers and farmers in foreign countries. Too many Land Cruisers running around!
Chris Hayne
To Mr. Langlitz:
Although I read this blog regularly, I have not posted for quite some time. However, allow me to say that you consistently hit the nail on the head with your comments. I happen to agree with just about everything you post.
Cheers,
Chris Hayne
Mr. Langlitz (Germany)
Mr. Smith,
I don’t know whether it makes sense to pay too many attention on those comparison-tests. By reading from various sources you very often get totally different results. There’s also a report from the respected AutoPacific Inc., which clearly contradicts your perception of Cadillac. See: http://www.roadandtrack.com/article.asp?section_id=14&article_id=3606
I can give an example from our own. There are mainly negative quotations about the Chevy Aveo at car-reviews over here. But as we found out, that’s basically garbage what those editors tell. My wife is really very pleased with here Aveo and after all she was driving a 2001 Opel Corsa before, what still represents one of the best vehicles in its class in Europe.
jack smith
CaddyFan - Just wondering, what age do you consider to be young? Other than the rappers buying the ‘Slades, I believe the average age of a Cadillac buyer is around 67 - retirement age. Yep, spring chickens those Cadillac buyers…
Sundoen
Jack Smith: You have got to be kidding! You cite consumer reports???? Everyone (except you) is well aware of their bias towards Jap/Euro cars. Who do you think their primary readership consists of?? They blow the smoke their readers want to smell.
Mr. Langlitz (Germany)
Hi Chris,
thanks for your response and the compliments. I am also looking forward to reading further comments from you. Basically it’s nice to share my thoughts with other car-enthusiasts like you, even across the ocean. Stay tuned.
Have a great time. Best Regards!
Robert Wilson
To whoever posted using the name Jack Smith. You’ve got your facts seriously twisted.
The Cadillac Escalade (SUV or ESV0 tops out @ $59K. If you were to buy a Mercedes G Class large SUV you are talking between $90-$100K. The Cadillac has a better warranty and Cadillac “trucks” outsell Mercedes trucks by an extreme margin - through the first 9 months of 2006 Mercedes trucks (G, GL, M, R class) have sold roughly 47,000 units. Cadillac trucks (Escalade, ESV, SRX, EXT) for the same time frame have sold roughly 170,000 units. Cadillac pricing compared to Mercedes pricing also differs widely from what you tried to say in your post: Mercedes Pricing M Class = $43-$87K, GL = $56K, G Class = $81-$105. Cadillac Pricing Escalade = $54-$57K, Escalade ESV = $59K, SRX = $36-$43K. Edmunds rates the Cadillac trucks above the Mercedes trucks. You couldn’t get near a comparable size SUV in a Mercedes, BMW, Acura or Lexus for what you get with a Cadillac full size SUV. Do some research and look at some facts instead of trying to make outrageous pleas on this blog. Support your American companies - they are working to do what is right for this country.
Paul
Subdoen
I don’t trust reviews from places that draw advertising revenue from the companies whose products they’re reviewing. CR doesn’t have advertisements, and therefore doesn’t have a conflict of interest.
I had a subscription to Car & Driver for a while, and I found that that they don’t review a car in ways that matter to me. I’m not racing my car or taking it quarter miles. I care about gas mileage, cargo room, utility, and interior storage space. CR reviews these things, but I still think their horsepower requirements are too high.
And there’s a simple way for GM to get on CR’s good side: Make better cars.
CaddyFan
I just turned 25, so I’m what you could call a “young person.” I don’t like Cadillacs. Of course, I wouldn’t drive a Corvette if you paid me to because I prefer my 125cc scooter, so I might not be an “average” person.
But my friends are all young people, and they don’t like Cadillacs either. While it’s not nearly as bad as Buick’s perception, Caddies seem like “old people” cars. And since most of my friends are city dwellers and part of the middle class whose wages are declining against inflation, buying an Escalade that’s both impossible to park and impossible to afford filling up doesn’t make much sense.
What do they drive? Three of them drive VW GTIs (two 1.8Ts and a VR6) and a Jetta. One of them was recently in the market for a new car, and didn’t buy a GM vehicle even though his dad owned a dealership, instead opting for a Mazda 3 five-door.
teidsmore
Where is Cadillac’s answer to the S-class? How long are we all going to have to wait?!
Mr. Langlitz (Germany)
Hi Paul,
regarding your response to CaddyFan, I’d like to say driving a Cadillac is no question of age, but more a matter of taste and attitude.
At least over here in Europe those persons like to own a Cadillac, who clearly want to separate from other car-drivers. Of course, design is always a question of taste, but I think you should admit, that Cadillacs indeed are very different from other cars’ styling. It’s polarizing. Hate it or love it. But that’s the same with some of the latest designs from BMW.
I would buy a Cadillac ASAP if I could afford it, because I like these distinct shapes. I am 38 years old. But like already mentioned, it’s not about age, but personal taste.
BTW, there obviously are also differences between the countries. In Germany for example your friend’s VW Jetta is a very conservative car. Most Japanese cars aren’t looked upon as extremely stylish over here, either. Toyota’s market-share in Germany is just about 4 percent…
John C
Paul: You young brats may love your german buzz boxes, but I can’t tell you how many times this 30 something has gotten out of one of his 3 (yes THREE) Buicks to help someone push their Jetta off the road. They may not be as flashy, but their performance is fine, parts are cheap and available, gas mileage good (how’s 33 mpg in a Park ave on the highway, doing 70). Want to soup it up (3800performance.com, I believe). And comfortable, not cramped. Check them out, even a late model STS or DTS and you will be surprised!
DAvid
I would like to respond to the comments by Paul that Consumer Reports is not biased and that GM can get on their good side by building better cars. A few years ago CR rated the Toyota Corolla as an excellent car but they rated the Geo that was built on the same assembly line as the Toyota badged car as poor. I wonder how changing the badging on a car can change the quality ratings as much as they suggested. Obviously there is a bias from this magazine as well as a whole lot of misinformed consumers. As I said on the only time I have posted on here before, the foriegn manufacturer’s have the perception of being better than what they are and GM has the perception of being worse than what they are.
Paul
“Support your American companies - they are working to do what is right for this country.” - Robert Wilson
All companies, be they American or Japanese or German, are working for one thing: Profit. This isn’t a good or bad thing. It is simply the nature of the corporation. It causes both corruption and innovation, pollution and prosperity.
However, it is naive for someone to think that a corporation is acting in anything other than the best interest of its shareholders, because they have a fiduciary duty to them to maximize profit.
People shouldn’t base their purchasing decisions on emotions like patriotism, but on what actions will yield them the greatest value for the least cost.
Mr. Langlitz (Germany)
Hi Paul,
I don’t think it’s wrong what Mr. Wilson wrote and it’s not everything about patriotism or profit. In my opinion nobody can deny, that the support of domestic industry is good for the economy of every nation. That’s simply fact. Although some foreign products for sure offer a better quality and value than our German, the majority of the people over here stick to domestic products. Maybe otherwise our situation with nearly 5 million unemployed people even would be worse!
Christopher Taylor
And since most of my friends are city dwellers and part of the middle class whose wages are declining against inflation,
What part of the USA do you live in where inflation is a problem and wages are declining?? Maybe your taxes are going up - that’s a common problem in cities - but inflation? Hello?
Caddyfan
Hello!
teidsmore, feel free to say that again. Cadillac needs to have an S-Class beater.
By the way, I saw the Cadillac Cien in “The Island”, and I wanted to cry when I remembered that Lexus is working on their own supercar.
What’s going on Mr.Welburn?
Paul and jacksmith,
Cadillac is not only for “old people”. The median age has dropped considerably–and there are probably as many old people driving Lexus LS and ES sedans.
The CTS has been a big hit with young people, and the new one is expected to be so as well.
Methinks you are in love with a cariacature of Cadillac.
GM is certainly not perfect, but it’s not perfect.
Paul
They may not be as flashy, but their performance is fine, parts are cheap and available, gas mileage good (how’s 33 mpg in a Park ave on the highway, doing 70). Want to soup it up (3800performance.com, I believe).”
30 miles per gallon is not good gas mileage. It’s average. I will not buy any vehicle that gets less than 40mpg in the city, where I do 90% of my driving. Thankfully, there are quite a few out there that can do that. And, unlike my friends, I don’t want to go fast. I want to go as far as possible on the fewest CO2 emissions.
“And comfortable, not cramped. Check them out, even a late model STS or DTS and you will be surprised!” - John C
I’m 6′4″ tall, 250 pounds, and I have never had a problem fitting in a car, even the backseat of my parent’s Prius for the two hour drive to visit my grandparents. For a year and a half, I drove 40 miles to and from work every day in my Mazda Protege. And I never once felt cramped or uncomfortable.
Having a big car like a Cadillac or a Buick or most of the GM lineup is a liability to me, not an asset. In fact, even an Aveo seems wasteful. A thousand pounds of metal and 34 miles per gallon, just to haul my butt around? No thank you. I’ll take my 125cc, 9 horsepower, 70 mile-per-gallon scooter over that any day. And if I am in the market for a car, it will be the smallest, most fuel efficient one I can afford. And no GM vehicle currently available in the US meets that specification.
“I don’t think it’s wrong what Mr. Wilson wrote and it’s not everything about patriotism or profit. In my opinion nobody can deny that the support of domestic industry is good for the economy of every nation.” - Mr. Langlitz.
If I were a GM shareholder and I heard that they were making an unprofitable decision for any reason, I’d sell my stock. They aren’t fulfilling their fiduciary to me as a shareholder to maximize profits. That’s capitalism, and GM wouldn’t be playing to win.
And if support for domestic industry is better for the economy of every nation, why are so many nations trying to eliminate tariffs that protect domestic industry from foreign competition? And why are so many corporations pushing them to do this? Because patriotism is not good for business. Except when it is, which is something GM tries to capitalize on to sell cars.
Paul
Christopher Taylor
Real wages are stagnant against inflation, even though inflation is low, while productivity is skyrocketing. Anyone who’s been paying attention to economic news knows this. But here’s a bunch of news stories if you don’t believe me.
Jim
“Apparently Bill hasn’t read the latest SUV comparison in Consumer reports.”
Jack, you’ve obviously been asleep for the last 20 years. When was the last time you read anything nice about GM in CR? Let me clue you in. Find another publication to go to for your info source on automobiles.
Rick Lupori
Mr. Welburn: After reading GM was introducing the BLS to South Africa and that BLS sales in Europe were terrible I did some research on the net and found the worst auto web site I have ever seen. The Cadillac web-site for European countries has no information about the equipment on each trim level. You can find the price and specifications but no real information on option content, I even “built my own” and selected some option packages hoping the summary would explain what my money was buying but no luck.
The full Cadillac lineup is new to the European market and GM needs to provide as much information as possible on the Web site so that prospective new buyers can discover what Cadillac offers. New car buyers today that are just starting to shop just want to know “what is available out there” are not going to wait to get a brochure in the mail. At the beginning stages they are not interested in downloading information and many will have researched, test drove and purchased the car before the brochure arrives.
Copy the U.S. market Cadillac website and add BLS with other European unique information and GM will see an increase in interest and sales.
Cadillac needs a boost Cadillac should offer some unique to Cadillac interior colors and trims with contrasting piping and Two tone or even three tone interior and exterior colors.
The STS and SRX are both in need of some attitude to get sales moving, neither has the presence of the CTS.
Cadillac needs a flagship RWD sedan like the Sixteen concept with an emphasis on luxury appointments.
As for the BLS, it should be made into a Buick Century for the U.S. market and in its place a RWD BTS and BTC developed from the Torana Concept with V6 and V8 variants.
Jack Smith
Unfortunately Jim, it is a very well read publication and they call it like it is. They don’t pander to the auto journalists just to get a good story. What exactly do you find to be inaccurate in their findings? Have you actually tried to sit in the third row seat - and this is a full size SUV? If GM product hasn’t been rated favorably in the past 20 years, believe me it isn’t because I have been the one sleeping. I’d bet if CR scored the Escalade # 1 in the ratings, you would change your tune about how great and unbiased they are.
It’s time to wake the giant. They have been asleep at the wheel for far far too long.
JIm
Jack,
Feel free to make your critcisms of GM but I’ve spent considerable time analyzing CR’s auto coverage. My conclusion is they have a strong bias in favour of Japanese and against American. I would be less pained if they presented their views as the subjective opinion that it is, but they do not. They lead readers to believe that they are presenting nothing but objective analysis. They don’t lie, but the spin is very evident. They just prefer the way the Japanese design and execute the automobile. For that reason they will always present Toyota, Honda, Nissan in the most favourable light and GM, Ford, and Chrysler in a lessor favourable light. So, if you like Japanese, read CR because they will tell you what you want to hear and they will support your preferences. But if you like American, find another publication if you want to “hear it like it is”. In my opinion, GM still has work to do but has moved light years in the last 10 years and has many very competitive and even superior vehicles on the market.
Elmer Troupe
As the president oand owner of general motors you are to do the following
you are to pretend that i am in a shelter and you are to aquire the nessecdcery items to bring in to the preisdentcy of gneral motors if you have a problem contact the previous president richard.. elmer troupe president of naacp and black Yellow pages…. yahoo internet yellow pages