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2005 Cadillac STS Preview

Is it Good Enough to Convert the World to Cadillac?

The previous two generations of Cadillac Seville went a long way to change consumer perceptions about GMs premium division.

For the most part the brands old image is associated with stodgy land-yachts often used in the limousine trade. These were hardly driver-oriented cars, with most buyers choosing to ride in the back. An old joke poked fun at the brand saying, everyone eventually gets to ride in a Cadillac except sometimes the opportunity comes too late to fully enjoy it.

That statement is still true, however, with Cadillac continuing to be the most prolific supplier of rolling chassis for hearse builders in North America. But unless youre following a funeral procession, literally or figuratively, the crested wreath brand has probably moved up higher on your shopping list in recent years than anytime in the past. Cadillacs

Cadillac, with its new edgy lineup, has been trying hard to shake its old image of stodgy land-yachts. The new STS, shown here at its debut in New York, should continue the brands move to global respectability. (Photo: Trevor Hofmann, American Auto Press)

Escalade SUV (in its various incantations), CTS sedan, XLR hardtop roadster and SRX crossover sport utility have redefined the brand, with only the full-size DeVille (the model used for limo and hearse builders) and midsize Seville needing to be remolded into the luxury marques new art & science approach to design.

Those waiting for a new Seville had better hold their collective breath, as the name is gone for 2005. The new car takes on the designation currently added to the Sevilles sportiest model, STS,

The Seville name, that first appeared in 1956, will disappear in 2005. It will be replaced by the new STS designation. (Photo: Trevor Hofmann, American Auto Press)

to bring it into line with Cadillacs current alpha naming strategy.

But more than just name alignment, the STS gets Cadillacs new edgy design language, albeit a much more mature execution, as witnessed at its introduction during the New York International Auto Show in Manhattans Jacob Javits convention center. After its introduction, on the same stage as Saabs controversial new 9-7 sport utility by the way, I took the opportunity to poke around inside. Very nice Cadillac! After disappointing interior executions in both the CTS and new SRX, it looks as if GM is set to pull off a true premium quality cabin. The leather in the prototype felt rich and supple, the wood is beautifully

The STS gets Cadillacs edgy new design language, albeit a much more mature execution. (Photo: Trevor Hofmann, American Auto Press)

finished and authentic aluminum trim... well, authentic.

Sitting in the drivers seat, theres plenty of room for larger individuals - a Cadillac prerequisite. Within the nicely detailed center stack nothing less than an 8-inch touch-screen LCD display, for articulating the audio/visual system, MP3 player, and optional navigation. The heated and air conditioned front seats feature massage action, if ordered, for ultimate comfort. Adding to the mix is the expected dual automatic climate control as well as the addition of a heated steering wheel. With GM being one of the forerunners of head up display (HUD) in cars, the new STS features the technology which projects some primary and often used ancillary readouts on the lower half of the windshield to maximize safety. Lastly, Cadillac will fit the STS with a keyless

If the production STS is anything like the prototype, Cadillac should be able to win over picky European buyers across the Atlantic. (Photo: General Motors)

operation system simply dubbed Keyless Access - an option becoming commonplace among its competitors.

Other technological features will include Driver Shift Control, StabiliTrak Stability Enhancement System, a standard Bose audio system with CD player, Adaptive Remote Start, and Panic Brake Assist.

Also, expect the option of memory personalization, an upgraded Bose 5.1 Studio Surround System with 15 speakers, GMs innovative Magnetic Ride Control suspension system, Adaptive Cruise Control with four-color reconfigureable head-up display, XM Satellite radio, heated and ventilated seats, 18-inch polished alloy wheels, and DVD Navigation.

My enthusiasm for the STS is a sure sign that it made an impact on me, at least during the few minutes I was able to sit in the drivers seat at the NYIAS. If Cadillac can pull off the production STS as well as it has

With the new models target market being older than that of the smaller CTS, its design is a tad on the conservative side. (Photo: General Motors)

this prototype, it will go a long way to impressing picky European buyers. Say what? Its true, General Motors has long planned to sell its distinctively American luxury cars and SUVs to those across the Atlantic, and the STS will be an important entry into Cadillacs very full lineup.

"Our long-term goal for Cadillac is to become the Standard of the World once again," said Mark LaNeve, general manager for Cadillac. "In order to succeed globally, we have to build vehicles that have outstanding performance, exceptional quality and reliability, and meet the demands of the most discerning car buyers. "The STS represents the latest step in that direction."

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