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The future of Cadillac

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Mathieu St-Pierre
I love cars. I'm all about product, shiny new metal or carbon fibre and big bold alloys on anything. That's the story that most will report on and I can't blame them 'cause that's what I'd usually do. In fact, that's what Mike Deslauriers and I did from the show floor; check out our live coverage of the Toronto Auto Show. If you like or liked it or not, let us know as we plan on doing this again.

2013 Cadillac ATS front view
2013 Cadillac ATS (Photo: Sébastien D'Amour/Auto123.com)

About the other story, it's the one that won't be published on the morning following all the unveils. Auto shows bring us the present and a brief glimpse of the future. That's the fun part but not the juicy bit that an Auto Journo can sink his or her teeth in.

On the evening before the CIAS press day, I and other journalists were invited to a number of dinners hosted by automotive manufacturers. I ended up eating with the swell peeps from GM. As is typically customary, reps from the companies circulated from table to table. This is a great way to chat with members from the PR, marketing and executive departments all in the same evening. My soiree began with a long chat with GM Canada's President, Kevin Williams.

As a near 3-decade veteran of the General, Mr. Williams is evidently passionate about the company in which he's invested a large part of his life. He mentioned how stoked he is about the new leaner, meaner General Motors and how great the latest crop of products is. I have to agree even if I haven't had the opportunity to drive some of the latest, namely the 2012 Buick Verano and the soon-to-arrive 2013 Cadillac ATS.

When the word “Cadillac” sprung into the conversation, I got on Mr. Williams' case. As most luxury brands are moving down-market, I wondered how Cadillac will cope with this trend. It clearly cannot go any lower than the ATS as it will encroach dangerously onto Buick's court, which is still struggling for some love from younger buyers.

Mr. Williams was clear. Cadillac will go head-to-head with the best of them, all of them. As it stands, the new ATS will confront the BMW 3 Series at every opportunity. Previously aimed at said BMW, the CTS will move up a notch and tango with the 5 Series and Audi A6. This leads me to believe that the next CTS will be slightly larger and a little more posh.

The very handsome 2013 Cadillac XTS will fire just below the 7 Series and A8 marks, providing equal everything for less dough. It won't be alone as the soon-to-be-revealed Acura RL replacement will more than likely be in the same boat.

Essentially, Cadillac is readjusting its sights on core competitors with an important emphasis on sport and performance. This will differentiate it from Mercedes, Audi, Lexus and even Infiniti. In its crosshairs is and will be BMW. And if I'm to believe what Mr. Williams says, the new Caddy will be better than any Bimmer. I'm willing to find out first-hand.

It didn't end there. We ventured on to alternative modes of motivation and touched on the Volt and its Award-winning Voltec technology. Without being very specific, he hinted that something this good cannot solely belong to only one brand. Cadillac Volt-de-Ville anyone?

2013 Cadillac XTS front 3/4 view
2013 Cadillac XTS (Photo: General Motors)

Mathieu St-Pierre
Mathieu St-Pierre
Automotive expert
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