2005 Chicago Auto Show Index by TCC
2006 Cadillac DTS
Like the black stretch sedan it replaced, the new
presidential limousine started out as a Cadillac DeVille, though a closer
inspection reveals that the one that showed up in
It’s the eighth new Cadillac to hit the streets in just four years, and like the STS and CTS sedans before it, the DeVille replacement reflects the edgy new design theme that Cadillac is calling, “Art & Science.”
The goal, says General Motors Design Director Ed Welburn, is to give the new DTS a “more taut, more agile and more alert” look than the old DeVille, with a big, bold, egg crate grille, more vertical head and tail lamps, and crisper body lines and creases than the softly-rounded, outgoing DeVille.
But there’s an even bigger
challenge, admits Mark LaNeve, until recently the general manager of Cadillac,
and now General Motors’ North American marketing czar. The DeVille, he says, has
traditionally “been associated with the antique image of Cadillac,” a persona
GM’s flagship brand would rather do away with. The problem is that the big
DeVille also has been the best-selling luxury sedan in the
So, for at least another few
years, Caddy will accept the idea of marketing two very distinct types of
products. There are what LaNeve calls the “global” sedans, sports cars and
crossovers, like STS, CTS, XLR and SRX. And there are the models for which
there’s little demand outside
But the name of the new sedan now falls in line with Cadillac’s more worldly new nomenclature and, company officials insist, the ’06 four-door has been retuned to drive more like the other entries in the brand lineup. Confirmation will wait until TheCarConnection.com has a chance to test drive the DTS later this year.
2006 Cadillac DTS
In the dark years, when
Cadillac’s sales were plunging, the automaker flooded daily rental fleets with
the old DeVille. Caddy has slashed rental business, though it certainly would
love to see the new DTS regain its strength in the limousine market, a segment
now dominated by
Nonetheless, the layout of the new DTS appears to provide even more interior and cargo space than the outgoing model.
The long-term future of the DeVille/DTS is uncertain. There’s no question that Cadillac wants to continue competing in this large market segment. The challenge is to come up with an even more modern and capable entry, possibly by adopting the rear-drive or all-wheel-drive layout now featured on all of the brand’s other models.
But a final decision is still a couple years away, and so, for now, traditionalists have something to hang onto, a sort of bridge from yesterday’s Cadillac to what the brand ultimately hopes to become.