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NEWS
LA MOTOR SHOW: Cadillac's distinct show of passion
With genuine twin-turbo attitude, Cadillac's ATS V-Series aims at the Euros while the new president is thinking global dominationThere are polite ways to put this and then there is the Cadillac way. After 112 years of creating luxury for financially comfortable Americans, Cadillac is now driving in a new direction. The man at the corporate steering wheel is South African Johan de Nysschen, who served in previous executive positions at Infiniti and Audi North America.
As he explained, his entire automotive career has been with premium brands. Important to note too that he's not from Michigan, and that is a major plus for Cadillac in that he brings a very needed non-American view and a very insightful view of premium as defined by a global market.
He's been in the big chair for about six months and has already supported significant changes. For example, the Cadillac marketing team is relocating to New York City and distancing itself from the Michigan culture within General Motors. Financially Cadillac will begin reporting profits and losses independently from GM. There will be further changes including expanding and elevating Cadillac's model range and going global.
While he's thinking global, he admits that going global involves two important issues: "We need to put diesel and right-hand drive on the agenda," admits de Nysschen. He describes Cadillac as a titan brand and comments openly that the company needs to leverage Cadillac's immense brand power. "We need to break the mould of a US-centric market for Cadillac."
Cadillac has been at this point before in about 1998 when conquering Europe was just an ocean away. Then reality stuck and Cadillac learned quickly that American luxury didn't not translate well when compared to European and British luxury. Cadillac was kidding itself. De Nysschen is very serious in rebuilding Cadillac to a genuine premium standard.
De Nysschen doesn't yet have a plan as to how Cadillac will address right-hand drive and markets such as Australia, England, Japan, Thailand, India and Malaysia. "That's a long term issue and by long term I mean at least five years," he says.
In car years that's perhaps one model generation before key right-hand-drive markets such as Australia and Japan see Cadillac performance as defined by the new mid-sized twin-turbocharged ATS V-series. Built on Cadillac's Alpha platform, it sizes up comparably against BMW 3-series, Mercedes C-class and Audi A4.
When production begins early in 2015, the ATS-V will deliver more than a 3.6-litre V6 developing 339kW and 603Nm. Zero to 100 km/h in about 3.9 seconds and a top speed nearing 300km/h.
The Alpha platform yields the ATS coupe and sedan as well as the next-generation Camaro and preserves a front engine rear drive layout.
The ATS-V is tantalizingly impressive with an arsenal of mechanical and electronic devices to enhance driving performance. A six-speed manual transmission – with Active Rev Match, no-lift shifting and launch control – or a paddle-shift eight-speed automatic transmission featuring launch control and Performance Algorithm Shift are offered behind the V6.
ATS-V features GM's innovative third-generation Magnetic Ride Control to deliver 40 per cent faster damping response. Driver can choose between three on-road personalities: touring, sport and track.
"As the smallest and lightest V-Series ever, the ATS-V forges a great connection with the driver, with exceptional nimbleness and responsiveness," said David Leone, Cadillac Executive Chief Engineer. "It's adaptable to the driver's preferences, with every selectable mode developed to deliver the best performance for all types of driving scenarios, including the track."
A Performance Data Recorder on-board the ATS-V allows drivers to record high-definition video, with data overlays, of their driving experiences on and off track.
Almost every exterior body panel on the ATS-V is unique from fascias and fenders to bonnet, rear spoiler and rocker mouldings and each one is designed to support the car's capability.
"All of the design elements have a purpose," said Andrew Smith, executive director, Cadillac Global Design. "They contribute to lift reduction, enhanced cooling, reduced mass or all of the above."
The light in weight carbon-fibre bonnet features an air-extracting vent that pulls hot air out of the engine compartment and helps reduce lift at speed by channelling air pulled through the radiator out and over the top of car rather than allowing trapped air to exit under the car.
"V-Series is the emotive core of the Cadillac brand and the apex of the Art and Science design philosophy," said Smith. "A car offering a bold sense of arrival, serious performance, seamless integration of technology, and precision craftsmanship. The exposed carbon-fibre components, for example, are book-matched on the centreline for a more precise, tailored appearance."
So now we wait for de Nysschen to globalise Cadillac and in the process deliver luxury high-performance in right-hand drive.
Please hurry.
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Written byTodd Hallenbeck
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