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2005 Cadillac BLS Concept

GMs Best Badge Engineering Yet

The old saying, "Run with the big dogs, or get off the porch," has many applications, but one of the better ones involves cars, particularly entry-level luxury cars. This highly competitive segment includes some of the best vehicles in the world, including the BMW 3-Series, Audi A4 and Mercedes-Benz C-Class. The importance of this category is so significant, that it has caught the eye of traditional large luxury car makers, Jaguar and Lexus, prompting them to conjure their own compact offerings, the X-Type and the IS 300 respectively.

America, as you might have noticed, is not a part of this picture. Our brands, Lincoln and Cadillac, have had European assistance with the design of the Jaguar-based LS sedan and the Opel-derived

Currently, the American definition of luxury is a world apart from what the global definition is. (Photo: General Motors)

Catera, now the CTS, but they have never lived up to levels set by the European and Japanese. Part of this can be attributed to differences in what luxury is perceived to be. The American definition of luxury is a world apart from what the global definition is, and as a result, on the international level, American-made machines are often ranked sub-par.

Not surprisingly, the entry-level luxury segment generates a great

GM of Europe is losing ground in the entry-level luxury segment, something which it hopes Cadillac can turn around. (Photo: General Motors)

portion of sales for the car industrys giants, as it is the doorway for buyers of prestige nameplates. The 3-Series, for example, accounts for nearly half of BMWs automobile sales, a truly impressive statistic. General Motors hasnt had the same luck with its mainstay European brands, Opel and Saab. Uninspired products and a lack of badge merit have left the General with a tiny proportion of the market which, as we speak, is currently diminishing. This is where Cadillac, Americas most respected luxury carmaker, will

Despite the all-American stereotypes, Cadillac is no stranger to Europe. (Photo: General Motors)

come in.

Despite the all-American stereotypes, Cadillac is no stranger to Europe. Over the past few decades it has produced a variety of European-inspired machines. Entry-level Cimarron aside, which was little more than an early 80s Cavalier with leather, the Allanté, a Pininfarina-designed and produced convertible, and the Catera, a rebadged Opel Omega, helped luxury buyers change their perceptions about the brand. Nevertheless, these efforts, while valiant, were slow sellers, and never made the impact that the brand hoped for.

Though Cadillac has had many

With high confidence, GM now feels that the time is ready to aggressively take on the European market with Cadillac. (Photo: General Motors)

run-ins with the European market, the most recent attempt was in the mid-90s. The marque, backed by one model, the Seville STS, was launched in an attempt to siphon sales away from the Audi A8, BMW 7-Series and Mercedes-Benz S-Class, but while successful in the U.S. its V8-powered, front-wheel drive layout made the car dynamically inferior to the big guns. Cadillac was literally laughed out of Europe by the media, leaving the brand to lick its wounds.

After a series of shocking concept cars such as the Evoq, Imaj and Cien, Caddy launched the Art & Science design theme, yielding one of its best products to date, the rear-wheel drive

The Cadillac BLS concept is a near-production view of what Europeans will see in early 2006. (Photo: General Motors)

CTS. With its modular engine, Euro-centric chassis honed for sharpness and precision at the Nurburgring, plus the unique look of the sharply-creased body, the CTS redefined the Cadillac brand. The pricing also didnt hurt - 5-Series size for 3-Series money.

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