BMW can reinvent itself using the Cadillac Approach

"55Buick, Oversteer Scientist" (55Buick) 11/08/2013 at 10:32 • Filed to: BMW

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We on Oppo have been making fun of BMW recently for model line bloat and their current vehicles lack of driving enjoyment. This is all well and good, because, well, it's true. They've exploited every possible outlet for their cars. Gran Coupe? Really? I mean, call it the 5 series or something. And don't get me started on the "Gran Turismos." Anyway, we've been asking the same questions about BMW for a while now. "Has BMW lost its way?" And "The best days of BMW are surely behind us, right?" I think that, even though BMW is (arguably) in a rut right now, they can easily turn it around. Here's why.

I'm going to use Cadillac to show you what I mean. Not 10 years ago, they were building crappy, FWD, uninspiring lumps of Grandma-transporting shit. Now, I'm not saying BMW has sunk to this level (hopefully no car company will ever go that low again) but their situation has a lot of similarities. They both were amazing, world-beating manufacturers at some point. For BMW, this was in the 70s and 80s. For Cadillac, it was the 30s and 50s. They've both sunk below their former glories, albeit Cadillac sunk WAY lower than BMW is right now.

But Cadillac figured it out. After the bailout of 2009, they've been making nothing but great stuff. RWD performance oriented sedans? Sounds like a winning recipe to me. They decided to make no-compromises sport sedans, and it's paying off. Just look at the reviews, awards and sales. They are, right now, what BMW was in the 70s and 80s.

So why is Cadillac, the former vehicle of choice for retirees and grandmothers, beating BMW at its own game? It's simple- Cadillac decided they wanted to be the best. Then, they built the best car they possibly could. A car that could finally live up to the "Standard of the World" slogan. And that's exactly what BMW needs to do if they want to bounce back. Instead of making cars with "sales figures" in mind, they should decide that THEY want to make the best sport sedan they can. I mean, that's what Cadillac did, and it's paying off for them.

That's why I believe BMW is one simple decision away from re-becoming the best. Cadillac, the former stereotypical grandpa car, is now the best sports sedan you can buy. Why? Because they wanted it more. BMW is not losing its way- it just needs to rediscover the path. And it'll start with them deciding to build the best damn car you can buy. Have faith, car enthusiasts. I think BMW will be making proper cars soon enough.

Arch Duke Maxyenko, Shit Talk Extraordinaire > 55Buick, Oversteer Scientist 11/08/2013 at 10:36

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So, BMW needs to go back to being BMW? Maybe make a New Neue Klasse?

Mosqvich > 55Buick, Oversteer Scientist 11/08/2013 at 10:42

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Have you driven a BMW lately? Not every car has to be a track car. When you get in a new BMW you know it's super high quality. The 6-series Gran Coupé is amazingly wonderful. You open the door and notice that it doesn't have a window frame, it's elegant and gives an airy feeling to the car. The interior is incredible. This level of quality is found in all of their vehicles.

BMW is always going to have a car for enthusiasts such as the, well the entire M series of cars. I'm not in love with the "GT" cars either, but if the market supports them, than why not? Over at Porsche, the Panamera, Cayenne, and Cayman pay the bills for cars like the 911 GT3. You know deep down inside that there will be a CSL version of the M4 and probably the 2-series M.

Heck, my old E46 is magnitudes better than most new cars. Our planned X3 is simply amazing for a cross-over. You're certainly entitled to your opinion, but BMW has not lost its way, it is in the business of building quality cars and actually selling them.

Victorious Secret > Mosqvich 11/08/2013 at 10:46

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Preach it.

BMW didn't lose its way. It just had to up its game to match everyone else.

That is why you have every single niche market car imaginable, why they have 4 crossovers on sale, why they have Gran Coupes, why they have M'd SUVs.

People who clamour about BMW losing its way likely have never driven a new BMW much less a newer M. BMW hasn't lost SHIT. They are still making GREAT cars.

Cadillac had to reinvent themselves because they were known for crap cars that couldn't compete against the Germans.

BMW doesn't. They aren't making crap. They are making pretty damn good cars. End of story.

I'm tired of all this fear mongering "Oh BMW has lost its way they don't make cars like they used to oh they've lost their soul" bullshit.

Mosqvich > Victorious Secret 11/08/2013 at 10:48

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Yep. It's a cliché and a tiresome one at that.

Mosqvich > Victorious Secret 11/08/2013 at 10:49

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Oh and I wonder if Cadillac's dealer base can even hold a candle to any German car dealer, you know, where they treat you like a human.

Bluecold > 55Buick, Oversteer Scientist 11/08/2013 at 10:50

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Hold your horses. BMW still makes great drivers cars.

Furthermore, this is a review of the 2003 CTS-V

http://www.caranddriver.com/reviews/cadill… <—

Quotes:

All this hardware was carefully honed on the Nordschleife , the northern loop of Germany's legendary Nürburgring racetrack, where the original CTS was also developed. Quite proud of its creation, Cadillac invited us to the Ring to try out its BMW beater to be.

For a roomy, well-equipped sedan that promises to keep up with the sportiest Germans, that's an amazing bargain.

Every once in a while, Cadillac comes out with a new model that's 'better than a BMW', and every time, that same model is praised to high heavens by americans. And a few years later, that same model is called 'uninspiring shit', but check out this new Cadillac!, Cadillac has finally caught up with BMW!

Well, I'm not buying. I don't care anymore about Cadillac.

Victorious Secret > Mosqvich 11/08/2013 at 10:52

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No, they don't.

I've witnessed it. Cadillac salesmen still treat you like you're buying a 20k car. German dealerships treat you like you're spending a million bucks on your car.

The CTS is fantastic. Honestly, CTS > 5 series for me right now. But the dealer support? Ehh...I get better treatment from my goddamn Hyundai dealership.

themanwithsauce - has as many vehicles as job titles > Bluecold 11/08/2013 at 10:59

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You twisted things around to make your point and you know it. The 2003 cts-V is the start of the modern cadillac. The CTS-V was an amazing car that just needed some refinement to beat the germans. The outgoing supercharged one did just that. You know damn well he was referring to the old ETS/STS/DTS lineup of the 90s that all had the northstar V8 and promised "european" handling but never delivered because they were built on the wallowing FWD corporate chassis. No one is denying that the first gen CTS-V was a good car. Not perfect, but an actual sports sedan instead of a "sporty by cadillac standards" sedan.

And really? The 1-series? That is the car you use to show that BMW haven't lost their way? Not that you can still get a 5-series with a manual and a twin turbo engine, not the M3/4/5/6, not the "jalopnik special" 3-series, but the 1-series?.......Okay, yeah I now fully buy that BMW and cadillac have switched places.

Goshen, formerly Darkcode > Bluecold 11/08/2013 at 11:02

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My grandmother is more credible than C&D.

Goshen, formerly Darkcode > 55Buick, Oversteer Scientist 11/08/2013 at 11:03

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Cadillac isn't doing now the kind of cars BMW did in the '70s/'80s, they're doing the kind of cars they did in the '90s/early 2000s. BMW was more Alfa Romeo than Mercedes-Benz prior to the late '80s.

themanwithsauce - has as many vehicles as job titles > Victorious Secret 11/08/2013 at 11:10

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Having visited a hyundai dealership very recently and having seen non-cadillac GM dealerships, thankfully GM dealers are starting to "get it" and improve. At least, in my area. The local Buick dealer actually understood me when I said "I want to drive a manual transmission regal" I was being serious. They only had a turbo model and not the GS, but they knew all about it and were more than happy to let me take a test drive (excellent transmission on an overall good car but I am bummed I can't afford a GS....). The hyundai dealership's response to my request for a manual veloster? Tell me they had one, then when I get down there, belittle me for being "old-fashioned" and then show off their POS 'dual clutch' veloster. I like the new genesis coupe, but after two other dealerships pulled similar stunts, I can't trust them.

/rant. You might not like cadillac or have had bad experiences in the past, but across the board, even the chevy delaers understand that when you specify "I want ____" they will at least let you try it to make sure. Hyundai/kia? Good luck.

AMC/Renauledge > 55Buick, Oversteer Scientist 11/08/2013 at 11:24

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The 6 Gran Coupe should have been called the 5 GT. Pure and simple.

The 5 GT should have been deposited in the Danube.

Mosqvich > themanwithsauce - has as many vehicles as job titles 11/08/2013 at 11:40

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So, I was out of town on business and dropped my E46, it's 14 years old, off to the dealer to have a small problem fixed under a repair warranty. When I called to check on it (it turns out I missed their call), the guy answered with "yes sir" and "we fixed it right away." And then the wonderful part, "I'll get it washed before you pick it up." My local Ford dealer (I have a Fiesta also) charges for washes and everything else and fights me on everything, and then DEMANDS high review ratings on the survey.

We're willing to pay extra, a lot extra in some cases, to be treated right. I'm 47 and I don't have time for weasels at the Big Three. That's a shame because I want to support the workers. In the case of the X3, we'll be supporting South Carolinians though :-)

55Buick, Oversteer Scientist > Victorious Secret 11/08/2013 at 12:18

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Well, you're right. I've not driven a new BMW, or any new car. I don't even have a drivers license. I guess that means I shouldn't really be passing judgement on cars I haven't driven. I'm basing my argument on reviews and articles I read, and maybe my opinion is totally wrong. I'm open to that. So, I assume you've driven a new BMW at some point. Is it really not that bad? I really want to know from a real person, and if my opinion of new BMW's is totally wrong, I'm ok with that.

I think in the future Ill wait till I old enough to get a license/drive the car in question before I talk about it.

55Buick, Oversteer Scientist > Goshen, formerly Darkcode 11/08/2013 at 12:23

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That's what I meant. I was thinking E36 M3 the whole time I was writing this, and then I put 70s and 80s. DERP.

55Buick, Oversteer Scientist > Arch Duke Maxyenko, Shit Talk Extraordinaire 11/08/2013 at 12:24

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That sounds like a wonderful idea.

duurtlang > 55Buick, Oversteer Scientist 11/08/2013 at 12:25

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Instead of making cars with "sales figures" in mind, they should decide that THEY want to make the best sport sedan they can.

What characterizes the best 'sports sedan'? And what is an average or potential BMW/Cadillac buyer looking for in a car? Neither builds a hardcore sports sedan, they both only offer cars that balance comfort and sportiness. Traditionally a brand like Mercedes focused more on comfort than sportiness, BMW more on sportiness than comfort and Cadillac solely on comfort alone. Although I haven't sampled them for myself they say the new ATS focuses on sportiness slightly more than the equivalent BMW. Fine. But is this what buyers want? And does this mean BMW lost its soul? Answers: I doubt it, and no.

A for-profit company should focus on sales figures, and should do so by finding out what people actually want. Cadillac was concerned about their sales figures, they figured out that people were actually buying BMWs, so they emulated BMW. They didn't do so because they wanted to build the best sports sedan, whatever that might mean. They did so because they focused on their sales figures and as a result chose a path they considered the most potentially profitable.

disclaimer: I'm not interested in new BMWs in the least.

TheOnelectronic > Mosqvich 11/08/2013 at 12:48

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Technically, my old Subaru didn't have a window frame either ;)

The Opponaut formerly known as MattP123 > Mosqvich 11/08/2013 at 12:51

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Goshen, formerly Darkcode > 55Buick, Oversteer Scientist 11/08/2013 at 13:03

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I suppose you're still on time to edit that out.

Textured Soy Protein > 55Buick, Oversteer Scientist 11/08/2013 at 13:36

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I don't see what the fuss is. Yes, the base, regular versions of BMW's volume-selling models are getting a bit soft. But you can get the M Sport package on practically every single car BMW sells.

BMW sells sporty luxury cars. They're supposed to strike some kind of balance between sporty and comfy. Not everyone wants or needs their car to be the most hardcore sporty version. Buyers who want a more-comfy BMW get the regular version. Buyers who want a more-sporty BMW get the M Sport version (which is what I did with my 135is—well, it came standard with the M Sport package). Everybody gets the BMW they want, and BMW sells more cars.

As for Cadillac, I don't care how nicely the ATS & CTS may drive, I absolutely will not consider a car with a giant touchscreen and stupid capacitive "buttons" as its main interface with basic stereo and HVAC functions. Put some real buttons and knobs into the cars and maybe I'll take a look. Until then, I'll be driving my M Sport-equipped BMW, thankyouverymuch.

Mosqvich > TheOnelectronic 11/08/2013 at 14:11

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And it's a really nice feeling/sense it gives out. Of course Subaru interiors aren't known for their wonderfulness.

Tcal4404 > 55Buick, Oversteer Scientist 11/13/2013 at 15:33

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They just posted their best sales numbers ever, so they are doing something right.

Suuuubaru > Mosqvich 11/16/2013 at 10:32

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I can't speak firsthand, but what I do know is that the 3 series was the car everybody seemed to love unconditionally before. It's just not anymore. All the tests and comparisons I've read rank the beemer highly, but on the condition that there's more fun cars to drive. The basic conclusion is always that the ATS is the car the author wants but in designing it all they seemed to focus on was the chassis, and thus it's compromised. Yes, the BMW is the bettter designed car overall, but from what I hear it's no longer "the ultimate driving machine."