2004 Cadillac SRX

Industry observers didn't take Cadillac very seriously when it set out a few years ago to boost its products and image to a level fully competitive with today's top-rung luxury imports.


Industry observers didn't take Cadillac very seriously when it set out a few years ago to boost its products and image to a level fully competitive with today's top-rung luxury imports. For most of its existence, Cadillac was the "Standard of the World." But in the '80s and '90s, General Motors allowed its once-proud luxury marque to slip in styling, engineering, quality and, as a result, reputation and sales to a level well below the best. About four years ago, however, under then general manager (now Group VP, North American Vehicle Sales, Service and Marketing) John F. Smith, the decision was made to invest the money and effort necessary to elevate GM's Cadillac brand back to its rightful place at the top of the luxury heap.
"Yeah, yeah," most everyone said, "we've heard it before." Well, with the arrival of SRX, the fourth outstanding new Cadillac in as many years, it's time to begin believing. Visible evidence of the turnaround emerged in 1999 with the edgy Evoq luxury sports car concept, which signaled a new design direction called "Art and Science" (think: "styling and technology"). Next came the "Vizon" luxury SUV and the V-12-powered Cien supercar concepts. On the road, meanwhile, Cadillac was gaining reputation and sales momentum with its surprisingly "cool" Escalade luxury SUVs and "old style," but highly competent DeVille sedans. Then came the BMW 5-rival CTS sedan, instantly successful despite its polarizing appearance (we love it, others don't). Now, for 2004, welcome the terrific XLR two-seater (the Evoq concept come to life) and the equally excellent SRX "crossover" SUV, the production incarnation of Vizon.
"SRX is a true driver's utility, an innovative entry in a crowded segment," says Jay Spenchian, marketing director. "SRX is unlike any of the luxury utilities out there. It offers a great look, precise road manners and unprecedented utility." Think of it as an artful blend of minivan utility, SUV image and off-road capability, sport sedan dynamics and Cadillac's aggressive new "art and science" style.
Author: Gary Witzenburg
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