I was extremely excited to see this second-generation Cadillac CTS in my local shopping mall parking lot, even following it so I could get some photos. Those of you in North America may be wondering why such a common car is such a noteworthy sighting. It’s simple: the CTS wasn’t sold here. However, it very nearly was. The CTS’ cancelled launch in Australia was probably one of the most belated launch cancellations in automotive history.
I had intended to feature this CTS in my recent “Adventures of a Mall Mole” series (Parts One, Two, Three) but the story of the CTS’ aborted launch here couldn’t be told in a mere paragraph. The CTS had been set to spearhead the relaunch of the Cadillac brand in Australia, GM’s luxury brand last officially selling cars here in 1945. While GM had reintroduced Cadillac to Europe and even begun producing the fifth-generation Seville in right-hand-drive for the Japanese and UK markets, Australia had yet to see the wreath-and-crest return. With the second-generation CTS, Cadillac finally had a product that had the build quality, interior presentation, refinement and dynamics expected of its segment. Just as crucial, the CTS could be priced against the BMW 3-Series and Mercedes-Benz C-Class in the hottest part of the luxury car market in Australia; had the Seville STS ever been sold here, it would have been much more expensive and therefore less relevant.
Initially scheduled for 2008, Cadillac’s relaunch was delayed to 2009. Then, just a week before Australian automotive journalists were set to test drive the CTS locally for the first time, GM announced they were cancelling the launch. 60 CTS sedans had already reached Australian shores and more had been on their way.
GM was planning to sell Cadillacs alongside Saabs and Hummers at a new network of GM Premium Brands dealerships, of which 16 dealerships nationwide had signed up. Unfortunately, the Global Financial Crisis and GM’s own financial crisis forced their hand. The cancelled order of right-hand-drive CTSs were diverted to New Zealand but a handful have found their way here. You’ll note the clear taillights, a hallmark of export Cadillacs.
The only other CTS I’ve seen here
Had the launch been allowed to continue, the CTS would have been sold here with the direct-injected 304-hp 3.6 V6 and six-speed automatic standard. No manual or all-wheel-drive would have been offered, but GM had plans to introduce a 2.9 turbodiesel V6 sourced from VM Motori—yet another plan dashed by GM’s bankruptcy. It’s unclear what other Cadillacs GM had planned to introduce, although odds are the sedan would have been joined by the coupe and wagon. The Escalade and second-generation SRX weren’t engineered for RHD and the rest of the lineup was quite old, so Cadillac likely would have been a one-model brand for a while.
Introducing the Cadillac brand here would have been an uphill struggle. If you don’t count the forgettable, 1990s foray of selling pricey Q45s in Nissan showrooms, Infiniti really arrived here in 2012 and managed a meager 807 sales in 2016. For comparison, BMW sold just under 4000 3-Series models alone that year. On the plus side, Cadillac would have had a larger dealer network and greater name recognition than its Japanese rival. However, it would have required an extensive advertising campaign considering most Australians have only vague recollections of tailfinned Cadillacs in pop culture and little knowledge of anything produced by the brand over the last few decades. That kind of name recognition may have actually represented baggage for would-be luxury sport sedan buyers.
Some automotive journalists were skeptical of the CTS’ potential sales success here considering it was roughly the same size as the Holden VE Commodore (Pontiac G8) and used a derivative of that car’s engine. Furthermore, the CTS would have been pricier than more powerful, V8-equipped Commodores. However, even the most luxuriously-appointed Commodore derivatives (e.g. the Calais and Caprice) couldn’t match the CTS in overall refinement or build or material quality and lacked many of its luxury features like ventilated seats and a panoramic sunroof.
The CTS’ American heritage would have also invited comparisons to the Chrysler 300, despite that car being a size up and a step down in terms of quality, dynamics and refinement. Then again, the 300 had even more extroverted styling and an optional V8 and actually managed to sell in decent numbers here for a few years.
For a Cadillac fan like me, GM’s decision to cancel the launch was agonizing. Worse, still, are the constant rumors Cadillac will return soon. Considering Infiniti’s sluggish growth and Australia’s saturated and ultimately small and globally irrelevant market, it doesn’t make sense for GM to make Cadillac’s launch here a priority. However, every couple of years rumors spill onto the pages of automotive news sites but it always ends with my hopes being dashed.
With Holden having ceased local production and the new Opel Insignia/Buick Regal-based ZB Commodore lacking a V8 or a long-wheelbase model, there’s now less internal competition for Cadillac. Here’s hoping the next time one of our car magazines spot a Caddy being tested by Holden engineers, it’s because it’s actually being readied for launch here.
You can add the Australian-market CTS and the 2.9 V6 diesel to the long, long list of planned products killed by GM’s bankruptcy, alongside the planned Zeta-underpinned Cadillac DT7 flagship, Chevrolet Impala and Monte Carlo, Buick Lucerne, Pontiac GTO/Holden Monaro, GMC Denali XT, and Holden Nullarbor crossover. And the return of the ute to the U.S. in the form of the Pontiac G8 ST, and a RHD version of the Chevy Camaro that our engineers developed. And, well, probably a lot more that we’ll remain in the dark about until Bob Lutz releases another book.
Ain’t bankruptcy a bitch?
Related Reading:
Future CC: The Smooth, Quiet Road to Nowhere – Cadillac STS
Future Curbside Classic: 2006-09 Cadillac STS-V — Gazing Longingly
Dealer Future Classic: 2016 Cadillac ATS Coupe – Child of Thunderbird or Bavaria?
Did you get the unloved Cadillac BLS (“Saabillac”) in Australia?
I was just about to reply that the BLS could have been a good companion especially as the dealers were to carry Saab as well.
We didn’t get anything, which was my point.
The BLS wasn’t really a Cadillac but it looked nice and, frankly, better inside and out than the 9-3. The wagon was a real looker too!
At 60 units, it sounds like you got an entire first year’s worth of Cadillac sales imported over to Australia, so what’s the problem? 🙂
Moved out of the US and over to your home market, it is even more apparent that the Cadillac offered nothing unique. You want the approval of your rich friends? Don’t get the Cadillac. Do you want the biggest car you can get? Don’t buy the Cadillac. Most power? Ditto. Best value? Same. I hate to keep banging on the drum from yesterday, but did/does Cadillac serve any purpose other than what Chrysler’s Imperial did in the 60s and 70s (to have a car to offer your richest die-hard GM loyalists)?
I jest when I said they would only sell 60 a year, but it would not have been a lot more than that in my estimation.
I think you have hit the entire problem of Cadillac in general:”it is even more apparent that the Cadillac offer(s) nothing unique”.
With the recent outing of JdN as head of Cadillac, there has been a lot of debate as to what Cadillac is trying to do and how it remains relevant. At most, it is just a higher priced Buick, based on Chevy models, with insufficient build quality and unrefined interiors. A Yukon or Suburban looks identical to the Escalade, their top selling model, and other than appealing to the richest GM diehard loyalist, who would pay more for something that is almost identical for thousands less? The Camaro and the ATS share a common platform, and which costs much less? Europe and Asia basically have said no quite emphatically to Cadillac as a viable choice.
William, I know you are an aficionado, but I think you suffer the same delusions about Cadillacs as I do about french cars from my vantage point of residing in America. The fact that they are unobtainable makes them more desirable to us than should be logically ascribed. It’s amazing you spotted one of 60 imported into your country, but I think you are better off not being the owner of it. The fantasy does not really live up to the reality of the car. It may make you happy, but the reality is that it is an okay car that you love more than you reasonably should. Just like me and my desire to own a DS. Enjoy a Cadillac as a rental on your trips stateside, it’s better for you than owning one IRL.
Funny you should mention French cars as Renault has quietly been growing and growing here in Australia, a country it’s flopped and disappeared from a couple of times in the past. And PSA is talking about launching in North America where, honestly, I think Peugeot could succeed.
Sounds crazy? Well, there is the hurdle of an unknown name. And really, that’s what it is to most people. Peugeot was a tiny niche player in North America by the 1980s and disappeared almost 30 years ago now. And it’s arguable whether it ever had the lousy reputation Fiat had and I highly doubt most non-enthusiasts even remember the brand. Now, Peugeot has a lineup of very impressive, semi-premium cars with sleek European styling. There’s not a bad looker in the bunch and, most importantly, they now have a range of crossovers. There’s never been a better time (in terms of product) for Peugeot to cross the ocean.
I love a Citroen Cactus as much as the next car nut but their quirky designs would probably have too little appeal in North America. Peugeot? With the right marketing, I believe they could compete.
You say Asia has said no to Cadillac. Japan, maybe – they said no to most American marques – but Cadillac sales are up in China and that’s going to be their biggest market very soon.
I wouldn’t buy an orphaned CTS here in Australia, by the way, much like I’d be reluctant to buy any grey import. I don’t know what gave you that idea. Something like this would have an inflated and unrealistic used price and would just involve headaches in terms of parts and insurance.
And just as a final point, nobody is cross-shopping an ATS and a Camaro.
With all due respect, I don’t think Peugeot can make it work in the USA until every single person that remembers when they were last in business here is dead. It’ll pretty much take that (Renault no different. There’s a reason they bought Nissan).
Thanks for the reply. Sorry, I did not mean to imply that you wanted to buy this car, any more than I would try to buy a DS over here. We just love brands that are not readily available to us in either of our markets. We both have unrequited loves, as it were.
And yes, nobody is cross shopping a Camaro and an ATS, but they should cross shop an ATS-V and a Camaro. For less money and 2 fewer doors (unless you want an ATS-V coupe), you can pimp out the Camaro and still come out with better performance and less costs. The fit and finish on both is similar, and that is a shame on Cadillac.
The biggest thing I can say about the possible return of PSA to America is that I am willing to plunk down money and buy one. I have a Fiat now, and oddly enough, none of the issues that people say about reliability have popped up. Reliability is so good overall for every make and model that it really is more a crapshoot to how that particular vehicle was screwed together that day versus overall reliability of any brand. Nobody is perfect, but nobody in business today is putting out crap, either.
I thought the same about Cadillac in Europe as of late. I saw the new CTS, CT6, and Escalade at the pop-up Cadillac showroom in Munich. Beside rapper-special Escalade, I couldn’t see any merit of owning a Cadillac. CT6 looks so anonymous and generic, especially with the side window treatment.
Something has gotten lost in translation a big time from Escala, Elmiraj, and Ciel concept cars to the production cars. They have the look that defines the modern Cadillac. Yet, the product planners decided otherwise.
To make the matter worse for Cadillac is shambolic sales network and elusive advertisement campaign, especially in Europe. I cannot recall the last time I’ve seen any advertisement for Cadillac products. Many sales centres that are listed in Cadillac Europe website don’t even have any physical indication, i.e. signage, that they are selling and servicing Cadillac vehicles.
I have seen only one CT6 on the street. Its numberplates have GG prefix, denoting Rüsselsheim where Opel and GM Germany operations are located.
So sad…
I assume those 60 were available to purchase, and this individual owns a very rare car, right? Also, what’s up with that license plate? Just a vanity plate?
Yes—$2 395 worth….
https://ppq.com.au/plate-information/4-to-6-characters
Yes, the Australian-market CTSs were sold to a New Zealand GM dealer who sold them to private buyers.
It would have struggled for one other reason – it looks bling blingy. Australians are very conservative about the appearance of cars, and that Art and Science stuff wouldn’t wash. (Personally, I agree with AUWM yesterday, it has never worked except on show cars).
I can think of a later product cancellation than this, William. GM wasted time and money in 2013 launching Opel into the very crowded Aus market.There’d been plenty before, but sensibly badged as Holdens. I have no clue what they were thinking. No one was interested, and the brand lasted just a year.
But just before it went, they released a handful of Zafiras to the public, simply because the decision to stop Opel was so last minute. This trumps the CTS non-launch because cars were actually sold. (They’re a seriously fine-looking MPV, by the way). If you catch one of these, it’s a true unicorn.
This CTS is a remarkable find, ofcourse.
Funny you mention the Zafira—I saw one three weeks ago in Clifton Hill, which stood out enough to make me document the find….
And with a Proton S16—another rarity for Australia….
I’d love to see a Zafira in the metal. I’d forgotten some got here! There’s probably some rare brochures floating around…
You are right that we tend to be very conservative Justy but once in a while there are some odd exceptions. The Chrysler 300, for example, was a credible threat for the Holden Statesman/Caprice in terms of sales. And now the Ford Mustang is our best-selling coupe and doesn’t seem to be slowing down. I’m not saying the Cadillac would have been one of those exceptions necessarily but our fellow Australians can surprise us…
And I saw an Astra yesterday with Opel badging. The mechanic mate I was with said No.
I remember mechanics even saying No to Astras with Holden badging… Or maybe that was Vectras! ?
The guy that did the bond clean for my last place drove an Opel-badged Astra GTC. Then I got someone from Airtasker to help me move and, no joke, she pulls up in an Astra wagon. No, not an Opel Astra wagon, a Vauxhall Astra wagon (the 1998-2003 generation). I have no idea she got it complianced, she said the previous owner brought it to Australia.
William, I think we need to here more about how the Aussie (and NZ) market works. Why import a second hand Astra from the UK?
To NZ largely a waste of time but there are no duties or tariffs on imported used cars in NZ, its a different story in OZ, people bring cars as baggage when they emigrate friends of mine brought their 66 split screen Kombi van over as it was no more expensive to put it in a 40ft container than not, they still have it and it still goes though its quite tired again and beginning to rust.
This car would have competed head-to-head with the BMW E90 3-Series, MB W204 C-Class, Audi B8 A4 and Lexus XE20 IS in Australia, and it would have lost that battle badly. In the U.S., American journalists tried to outdo each other in heaping praise on the 2nd Generation CTS, seeming almost desperate in wanting a Cadillac to be credible (or they wanted GM ad dollars, which were still flowing despite impending doom). Perhaps it was the underdog syndrome or national pride, but it arguably undermined the credibility of the buff books, rather than boosting the image of Cadillac. Simply put, if you weren’t a die-hard GM loyalist, there was no reason to choose the 2nd Generation CTS over the imported competition. “Just about as-good-as” didn’t cut it when facing well-regarded and well-established competitors in the U.S., where Cadillac was at least a known quantity–in Australia it would have made no sense at all.
Once again I have to disagree, GN. Pre-launch reviews of the CTS by Aussie publications were very positive, from memory, and we tend to be more critical of American cars than, say, Motor Trend. Then there was the whole size thing: the CTS was more 5-Series-sized than 3-Series, so if priced right, it could have had value running for it. Again, I acknowledge it would have had an uphill climb especially against the dominant C-Class, which even outsells the 3-Series by like 5-to-1.
I’m not saying the 2G CTS was perfect, by the way… The 2010+ 3.0 engine was weak and there was a serious lack of enhancements during the car’s run… But I don’t think it is as deficient a car as you’ve said. And that’s not just based on what, say, Car & Driver said, but also what notoriously critical British publications said. They largely liked the 2G CTS and if they could muster some nice things to say about its quality, refinement and dynamics, well, it was clearly a good car.
I will absolutely give you that this CTS was a good car. My problem is that it wasn’t a great one. Cadillac in essence caught up with what the competition was doing, but didn’t pass them or beat them handily in multiple areas. Given that the Cadillac brand was seriously coming from behind, it needed to over-deliver against many attributes that buyers in the segment were seeking. The CTS simply didn’t do that, though journalists did love that fact that Cadillac was able to build something better than the DTS, hence the recognition for how far the brand had come. But U.S. sales results told a different story, and the CTS never came close to toppling its arch rivals.
The CTS was projected to sell for some 90k in the NZ market, the dealer who bought the entire Australian shipment sold them at around 48k luxury Holden prices there are quite a few of them locally, a guy I drove with on the milk last year has one he loves it he also has a 59 caddy and a 66 Cheviac Laurentian, those CTS sold so well in NZ the same dealer bought a shipment of UK destined cars too and flogged them off here, While its a rarity for William to see one in OZ its just part of the traffic scene here.
It’s about the same story over here in The Netherlands. GM is trying to sell Cadillacs on and off in Europe and in the most recent years Cadillac could call it a good day if the sold more than 5 cars a year here. I live in a village of about 2.000 inhabitants and there is only one Cadillac in the whole village which is this exact model. I always like the Cadillac CTS, specifically the first generation (2003-2007) and I would like to own one someday. But knowing that these cars feature large engines, it is unfortunately considerd a financial sin to own of these.
It is funny to see that what seems like a common car for Americans, is considerd a (desirable) rarity in other parts of the world.
It happens all the time ( Chevrolet Caprice was used by South Korean special agents, and only US-related officials in Taiwan used black Ford Flex )
And sometimes some American cars were specially modified too
But in fact, depending on what part of the US one is in, these aren’t so common here either. I see more Fiat 500’s in many parts of California, than Cadillacs. I did see a CTS today. One. I also saw 3 Vanagon and a Eurovan plus 2 Tesla’s on the same walk.
I don’t understand why all the put down on Cadillac, Many seem to think that BMW and MB can do no wrong. i have an 01 BMW 330xi and although the car is reliable parts of the interior are pretty cheap. cup holders fall apart, window regulators have to be repaired every 6 months a pillar covering starts to come off. electronics are nothing to write home about. suspension although excellent for handling….sucks in durability. and before anyone says anything…….i have owned an 09 328, 05 325 and an 01 330xi. i have owned a 76 300d , a 97 300e an 01 190e and a 97 320 mercedes. Mercedes is stronger as far as suspension and electronics go(except for the 320)but interior only marginaly better than BMW. yes caddy’s also have shitty interiors(80,,90,) but no worse than the imports. and Cadillac makes the cts v that absolutely creams the imports. so let’s be fair
And in a different vein, what is with the tail lights on this car? I mean, you say Cadillac hasn’t been present in Australia in 60 years, then make it sound like all Cadillacs in Australia have had “clear” tail lights…..like they have been in Australia for years. (I hope that my question reads like what it is: a question and not an indictment.)
Ironically, just yesterday I saw the very rare Chevrolet SS/Holden Commodore (?) and if I was choosing between it and a CTS, I would buy the Chevy.
If it makes you feel any better, the US has been teased for years/decades about the eminent return of Alfa Romeo to our market.
Make that ” had been ” as in past tense ” we now have Alfa Romeo i America
I realize Alfa Romeo has returned to the US, but even….2 years (?) after the the debut of the 4C here, the number of Alfa Romeos I have seen can be counted on 1 hand. And I live in Jacksonville, Florida.
They have a much smaller dealer network than their rivals but, in spite of that, they seem to be off to a good start with the Giulia and Stelvio. Let’s hope they continue growing.
Hi Dan. I live downstate in the Sarasota area, and I see Alfas pretty regularly. The problem with the Giulia is that save for the grille, it pretty much looks like a 3 series in traffic. The 4C is a small sports car and has unique styling. The Giulia, as a sedan, blends in with just about any other european small sporty sedan available. As another example, Jaguar XEs look quote similar to Fusions to my eyes, so unless you are paying attention, you think Jaguar is not that common, yet it is. You may have well passed by many without it registering. I see 4Cs, Giulias, and Stelvios as I drive around the Tampa Bay area, but I guess I am looking for them. I try to spot any unique cars or new models on the road, so perhaps I just have better luck spotting them because I am actively looking.
I said it’s a sign of export Cadillacs. Not specifically of export Cadillacs to Australia. You forget that North America is the only region of the world where amber rear turn signals aren’t mandated, unless there’s some random country somewhere I’ve forgotten about (and that Daniel Stern will probably know!). Therefore, most if not all export Cadillacs get an entirely clear taillight assembly.
Yes, I did give sort of skip over the wording when I posed my question. I also forgot that outside the US some markets still require amber turn signals, amber turn signals just seem so 70s…..though I thought I read somewhere that the car manufacturers in the US are considering returning to amber turn signals.
I’m of two minds about it. On one hand, yes, taillights can look a lot cooler when you don’t have to worry about amber (e.g. current Mustang’s sequential taillights). On the other hand, I think it’s absurd to have a turn signal be the same colour as a brake light!
See here.
What’s absurd is having the same BULB do both functions as is often the case…
There are several countries outside North America who aren’t so anal retentive about the automotive lighting regulations.
Several countries in western side of South America (Peru, Chile, Bolivia, Paraguay, etc.) and most of Middle Eastern countries don’t give a hoot, too.
Amber indicators arent mandated in NZ many American imports still run their original light clusters here,
red indicator lights are a common feature on many heavy trucks and those bodies are built here only the cab/chassis is imported
I’ve commented before on the paucity of late-model Cadillacs in the San Francisco/Silicon Valley Area, except perhaps airport limo’s (mostly Escalades), so after reading William’s interesting article, I took an informal survey when I walked over to our city library and back, this afternoon. Maybe a mile, mile and a half, through fairly busy streets. I saw 3 W123’s and 3 Volvo 240’s, a zillion Priuses and Tacoma’s and crossovers, a Tesla, a Leaf and 2 each Bolt and Volt. I saw an old Jeepster and a PaulN-era F100. Not a single Cadillac. To be fair, I didn’t see a single Capri convertible, GTO, G8, or SS either. I think the idea of exporting the CTS across a huge ocean to a country with a smaller population than our state, was pretty brain-dead.
Cadillacs are rare on the ground in SoCal as well – I don’t think the brand has had any cachet here since the 1970’s when you saw a great many of the new Sevilles around Beverly Hills and the West Side.
William, you may be interested to know that a good friend of mine in the Midwest shares your Cadillac love and ordered a new ATS sedan in Red Obsession with manual transmission. It was to be built on April 18 in Lansing and should arrive at his local dealer soon. I believe this is the last year of the ATS sedan in the US – and one with a manual wasn’t available at any dealer. I did everything possible to talk him out this purchase but to no avail☺
For whatever their faults at least these are recognizable in traffic as Cadillacs for their distinctive design language; can’t say that about Lincolns any more.
The metal backing plate behind the skinnier “DEALZ” rear license plate is the same size (width x height) as a Japanese license plate and it leads me to think that the particular silver Cadillac CTS spotted in the underground car park may have been imported as a used vehicle from Japan. Also, isn’t it against the law in Australia to be driving on public roads without a front license plate?
You’ll note the clear taillights, a hallmark of export Cadillacs.
That and the rear side running lamps in amber colour as well as side turn signal repeaters taken from Opel.
I saw one of these here today. It even had the Mark of Excellence badges!
They might have been Ebbett dealer badges – their tagline is ‘Marque of Excellence’:
A surprise find in Australia for sure, as the Australian-market ones ended up in New Zealand. They were bought en masse by Ebbett Holden, a large GM dealer based in the central North Island city of Hamilton – just a few kilometres from my former home.
Ebbetts tell the story here, and here’s an excerpt: “In 2009, General Motors in Australia decided to introduce Cadillac as a premium brand. They bought almost 100 cars to Australia, set up dealers, trained people and were just about to launch it when the global financial crisis hit. They decided it was not a smart idea to try and establish a premium brand in such a risky financial crisis.
All the dealers in New Zealand were sent a document describing every individual vehicle and asking for individual bids. Ben [Ebbett] sent a two paragraph email to them telling them we would buy the lot. I’m sure they couldn’t believe it to start with. But we did. We sold them very successfully nationally and even scoured the world to buy some more from places like Rotterdam and New York, as they had stopped making right hand drive Cadillacs at that stage.”
In fact, the website they created to sell the CTSs is still active – http://ebbettcadillac.co.nz/. It says they bought 88 CTSs from Australia in 2009, all with the 3.6 litre engine. They then bought another 71 that had been built for the UK, a mix of 2.8 and 3.6 litre models.
Seeing as I lived in the same district as Ebbetts at the time, those imported CTSs were a very common sighting. I was always delighted to see them, as their styling – inside and out – was such a refreshing departure from most other makes and models on our Kiwi market. Still see them around regularly, and always enjoy their presence. Glad at least one either stayed in Australia or was imported from here to there!
Scott Wasnt there something in the deal that said the cars had to be sold here and not re-exported back to OZ.
If I recall correctly the first shipment were returned after being judged as too poor in build quality. Even the second shipment needed fine tuning. I did the training for the product, (the head trainer didn’t know what CTS stood for, I corrected him) no GPS was available in the car as “it wasn’t adaptable for Australia”. NZ is known as the dumping ground for cars that aren’t suitable for their intended markets. I believe quite a few of the CTSs returned from NZ, I expect they already had compliance plates fitted.
Hopefully one will show up at the next All American Day at Lakeside. A great catch too, Will. I’d have one in a heartbeat over a Benz or BMW.