The Half Hearted Charge: Cadillac BLS

General Motors would really, truly like to see Cadillac succeed in Europe. Yet, much like Toyota's Lexus, the Europeans just aren't buying. Plus, GM seems inept in taking the appropriate measures to permit their luxury marque to succeed across the Pond.

Pourquoi?

It's not necessarily geo-politically sponsored anti-American sentiment (though that might be part of it, it's not the deciding factor) that stagnates sales. Besides, there are Humvees to be found in Paris and it's not ex-patriates who are behind the wheel.

Cadillac is operates under the stereotype there as it does here; the assumption being that Cadillac makes nothing but poorly built, overpriced, gas-guzzling, unwieldy land yachts. And if they were referring to Caddy's products five years ago, they'd be right.

But Cadillac has introduced a Europe only model, the new and compact BLS sedan to make amends. Sorry America, none for you, this is an EU special.

To support the point that this Cadillac speaks with a foreign accent, a gritty diesel powerplant is offered as an option. To add fuel to this strange fire, the BLS is yet another product of GM's platform and parts over-sharing. The small Caddy shares its platform with the Saab 9-3 and Opel Vectra.

I liken this to strange product as a cowboy from the old West trying to peddle whiskey in France by speaking English with a French accent.

This car is a most feeble effort on GM's part. They might as well have not even bothered. The interior is almost identical with that of the Saab 9-3's. The differences entre les deux are minor indeed. The most glaring examples being the Cadillac's external cupholders on the console and the ignition near the steering wheel.


So, if the Europeans are not driving Saab 9-3s off the lots at record pace, where is the incentive for them to take home the Saab 9-3 rebadged as a Cadillac? There really isn't any except - buy American?


Cadillac is still outgunned in Mercedes happy Europe. And until GM puts some real effort and money behind the European franchise, there really isn't any point.

Tap the link to learn more about the BLS: Cadillac-BLS