It’s going to take a little while to take all of this in. There’s some huge contributions and thought packages in comments to the What is Premium post and I want to thank everyone who’s shared their ideas. It’s given me a much more tangible idea on how Caddilac’s perceived in the various markets.
I’d like to draw your attention to this Rant by Pete De Lorenzo at AutoExtremist. In this article, Pete’s covering the quest that Audi are embarking on to get what they see is their proper recognition in the US market, alongside BMW and Mercedes as equals rather than as a lesser German marque.
Saab should be on a similar track to Audi, albeit about 10 years behind. Saab are well and truly competitive in terms of power and torque, and especially on price. They’ve still got to address some of the quality issues that Audi have already got sorted, though.
It’s a basic re-establishment of the brand after some years of neglect in the past. A big part of that process is going to involve the forging of an identity in the premium market that’s separate from Cadillac’s place, if and where the two brands overlap. Of course, I’d prefer there was no clash to even think about, but this is the way the wind is blowing and I guess Saab are just going to have to deal with it.
I’m also going to email Pete De Lorenzo and invite him to address Cadillac in Europe in his rant column. I have no idea if he will as he’s more focused on the US market, but it’ll be very interesting reading if he does.