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Cadillac Dreams: Will GM's Luxury Brand Go Ultra-Luxury?

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author photo by Autotrader June 2010

At one wing of General Motors, a few execs are struggling in the wake of the "don't call it Chevy" debacle, but at the other end – where the Cadillac guys are – there's a steely-eyed vision of the future.

One aspect of this brave new motoring world features a rival to the full-size sedans of Mercedes-Benz (the S-Class) and BMW (the 7 Series). This would be the XTS, which broke cover at the 2010 Detroit auto show as the Cadillac XTS Platinum concept. Yep, a concept, so not exactly confirmed for production, but the industry is still getting a little giggly about the idea.

However, Cadillac might or might not be going one step further: to make an even bigger flagship sedan.

A Cadillac larger than an S-Class represents a bullish confidence in the badge, the parent company and their joint prospects. Especially since Maybach, Mercedes-Benz' ultra-luxury arm, is winding down and preparing for oblivion. Sadly, this is even more of a rumor than the XTS and if this were the first day of April, we might all be having a good laugh. But let's take the idea and run with it a bit.

Considering the XTS Platinum concept has a plug-in hybrid drivetrain that puts a 3.6-liter V6 together with an electric motor, presumably the technology exists for this new model to have it too. The XTS also has a computer-controlled suspension that "reads" the road every millisecond and makes adjustments accordingly. This sounds exactly like something a super-luxury car might need.

And here's an advertising tagline idea that Cadillac probably wouldn't like to use. In light of the bailout billions supplied by American taxpayers, this vehicle could be billed as The Car That America Built.

One more slice of Cadillac conjecture. Having done such a grand job on the CTS mid-size sedan, taking on the mighty BMW 5 Series and actually earning good reviews in the process, the brand is looking to do the same thing one size down and make a rival to BMW's ubiquitous 3 Series. Sounds interesting and more useful, given the current downsizing trend.

If any of the above comes to fruition, then all the more power to a marque that can – and does – make world-class cars. But please refrain from using the term "Caddie." We don't want to go through all that controversy again.

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This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
Cadillac Dreams: Will GM's Luxury Brand Go Ultra-Luxury? - Autotrader