The New STS: Cadillac's Next Winner?
Highlights from the article:
Can Cadillac sustain its winning streak?
That's one of the biggest questions in the auto business for 2004. Cadillac, the luxury division of General, is preparing its new STS sedan (pictured above) for an introduction at next month's New York International Auto Show. The vehicle, which will be the sole nameplate in the new Seville line, will go on sale in the third quarter of this year with an estimated price range of $43,000 to $65,000.
The STS (which stands for Seville Touring Sedan) may be Caddy's most ambitious car yet. The completely redesigned sedan is gunning for big game, setting its sights on displacing Mercedes-Benz's E-class and BMW's 5-series sedans.
The STS will feature the same angular, modern styling that graces other Caddies. Its edgy looks would give it some sort of advantage over Mercedes' more traditional styling, but BMW is carrying out the same sort of experiments with angular, aggressive looks. Still, Cadillac is gaining market share. One trump card it has over the Germans is that customers are complaining more and more about the quality of German cars, and less and less about the quality of American cars. According to Consumer Reports, Buicks now break down less often than BMWs.
Read the full Forbes article here.