By Jason Stein
Automotive News / February 09, 2005
A renaissance needs some continuity, Cadillac says.
That's the reason the restyled, re-engineered replacement for Cadillac's lone remaining front-wheel-drive sedan, the DeVille, also gets a new name this year: DTS.
Beginning with the CTS, Cadillac has been gradually adopting its single-mode strategy - one exterior, one interior with multiple option packages - and alpha naming policy to its lineup. Now, one of Cadillac's historically best-selling vehicles gets both.
Is it dangerous to change vehicle names on a product that annually outsells everything in its division?
"We saw the DeVille associated with the antiquated, old Cadillac," says Mark LaNeve, GM's vice president of marketing and advertising for GM North America and Cadillac's former general manager.
"This is a renaissance at Cadillac and we wanted to line up the DeVille with our other products. And our customers knew the DTS was the uplevel DeVille," LaNeve says.
Cadillac's design theme has been applied to the front and rear of the DTS, bringing it better in line with the rest of the portfolio. The vehicle also gets a Northstar 4.6-liter V-8 engine available in two configurations - a 290- and 275-horsepower engine.
Chassis tuning, and a new front cradle design, has made the ride more quiet and refined.
"This will be a global product for us," LaNeve says. "And, as a result, we have to deliver some world-class traits."
The DTS will be manufactured at Detroit's Hamtramck assembly center and is expected to arrive in showrooms this fall. In addition to the U.S. and Canada, the DTS will be exported to Mexico, Taiwan, Korea, Japan, Saudi Arabia and Kuwait.