Jens feels that Mercedes has reclaimed lost glory, but also that Cadillac could well be a threat in the not too distant future...
Mercedes-Benz isn’t what it used to be. In the past, the brand was known for comfort, quality and durability – qualities which were partially lost in the past two decades. But Mercedes has not just reclaimed its leadership here, they have also added sportiness and style to the equation. As a passenger, I was recently able to experience the new C-Class Coupe during a final pre-production drive in the Bay Area in California. The car was finally unveiled at the recently concluded Frankfurt Motor show, and it appears to be the perfect combination of the C-Class, the S-Class Coupe and the AMG GT. Sure, the rear seats could be bigger but that’s the price you pay for beauty. Coupe aficionados with the need for more space must wait for the next E-Class Coupe, which won’t appear before 2017.
Like a classic Mercedes Coupe, the C-Class is comfortable, quiet and solid as a rock – but what struck me was its agility. There was virtually no body roll, and the excellent C-Class steering has been recalibrated for even more sportiness in the coupe. The turbocharged 2.0-litre four produces 245 horsepower. The car is spontaneous, and the soundtrack underscores its aggressiveness.
At the time, I was driving the brand-new Ford Mustang with the 2.3-litre turbo-four that figures as the entry-level engine. I have driven the Mustang before, and thought it was good value for the money. But, after the side-by-side comparison, I probably need to reconsider my assessment. Its build quality is nowhere near the Mercedes. But the most disappointing part is the performance. When pushed hard, the Mustang loses composure and feels imprecise – it virtually needs the whole road. At least it’s okay in a straight line, where it matches the Benz’s performance (with 72 extra horsepower). Although I wonder why Ford bothered to artificially enhance the sound – it still sounds like a Hoover.
But, if there’s a brand that proves that America can build world-class cars, it’s Cadillac – a brand that’s serious about competing on a global scale. The company has moved its headquarters from Detroit to New York – in an attempt to take in the spirit of a metropolis, and to be able to hire talented executives who wouldn’t be interested in moving to the gritty industrial city of Detroit.
One of Cadillac’s high-profile executives is Uwe Ellinghaus. The 45-year old, energetic German spent most of his career at BMW, and then moved to the luxury brand Mont Blanc for a short stint. In 2014, he joined Cadillac as marketing chief. I recently sat down with him in his office in New York. It was unique to get his perspective.
Ellinghaus said that it was the right decision to build some sporty cars that BMW couldn’t build anymore – as they’re chasing volume. But he also said it was not the right decision to base Cadillac on building “better BMW’s. “ I don’t want to build a brand around Nurburgring lap times. I want to move the brand into another direction that I want to call ‘contemporary American-ness.’ Of course, nobody wants big and blocky cars anymore, but at the same time, nobody wants to be as boring as the German cars.” Ouch!
He further elaborated: “I want to win customers both from ‘non-premium move-ups’ and from other premium brands. I believe that the larger potential is in ‘move-ups’, in Generation X and Generation Y buyers that have a lot of disposable money for the first time and that want to really differentiate themselves. We bring them not just sportiness, but also distinction. Thirty years ago, in America you were different when you bought a German car. Now the situation is reversed – the Germans are ubiquitous, and to drive a Cadillac means to be different. For many young Americans, a BMW is their grandfather’s car.”
And the kind of luxury he wants to offer? “Our American kind of luxury is not old-fashioned. It is not built upon Route 66, upon Elvis Presley. I want to evoke the ‘spirit of Silicon Valley,’ combined with the vibe of downtown New York. And I don’t want to see any more clichés. No more convertible on Highway 1, no SUV on the beach.”
What a relief. And it’s good to know that Cadillac will offer traditional technology when others are abandoning it. “Most of our cars will be differentiated with rear-wheel drive – with optional all-wheel drive of course. This decision comes at a time when BMW and Mercedes-Benz are moving to front-wheel drive with their smaller cars, for cost reasons. We will be the only brand where rear-wheel drive is the standard.”
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