Cadillac's Big Year
Cadillac's Jim Vurpillat and Jeanne Merchant on quality and the new XTS sedan
- Duration 9:45
- Date Jun 21, 2012
Cadillac's Jim Vurpillat and Jeanne Merchant on quality and the new XTS sedan
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We'll go to fox -- and Gary gas -- the JD power & Associates initial quality survey out this week.
The top scoring American brands Cadillac -- from -- to fourth position on the list behind perennial favorites Lexus Porsche.
And jaguar the company hoping to leverage that finished.
As it launches two very important new cars this year joining us right now as the director of global marketing for -- -- -- And the vehicle line director of the latest car from Cadillac.
The -- XTS -- -- merchandise so much for dropping thank you thanks for scared and I got imagine that's pretty exciting high scoring American brand on that a very important service.
You know what it is senate say it's just.
It's indicative of all the work that we've put in all the work that now our engineer teams are design teams have put together.
And then you know it's coming altogether for us and to have that right on the heels.
Two important launches that we've got going on the summer is fantastic.
And that certainly is something you guys.
You look at that and when you're working on these cars that is on the heat and absolutely we -- look at that third party important endorsements are important to us and it couldn't possibly come at a better time as they launched a beautiful and lax stance this is the news of the week sixteen is sedan was actually replaces two cars in -- essentially EST yes and more directly to DT.
Yes yes and the details for discontinued but it really doesn't directly replace them because -- next yes he's a very unique car and its own right.
So who is the customer -- -- and I know everybody.
Especially luxury brands you like to talk about getting the average age you're buyers down the issue with the -- -- yes.
You know this vehicles really you know it's not about an -- it's really about.
Discerning luxury buyers if you think about the people who buy in -- -- quite simply they've been luxury for awhile so.
You know they've had and he class they've been in an Audi a six -- -- luxury cuts so.
These are people who are very discerning they know luxury but what they're really looking for something that can deliver luxury sophistication technology.
And do it all at a reasonable.
In a reasonable package from -- size perspective so it's not so much about the agents really tell us about what they're looking for the product.
Kind of a combination of very traditional Cadillac look -- -- -- -- new design elements and obviously a lot of technology.
Yeah this there's no mistaking that this is a Cadillac and I we like to say as we can do.
Luxury sedans while this is what we're confident that and we think that's gonna play it very well in the marketplace knowing all the new technology that we got it into the vehicle just can't.
Launches it up even another level.
Pretty competitive first 45 to start -- more or less 44990.
Is the starting price.
-- -- just over 60000 when you get a platinum edition all wheel drive and all the bells and whistles so.
A pretty compelling price point given the competitive side.
So what are some of the key features of this car that you really try to.
To -- to the next level with well -- yes is the most technologically advanced production Cadillac that we -- today.
Wrapped in a beautiful elegant packets.
Amazing safety technology it marks the debut of the Cadillac user experience technology.
And just terrific ride handling -- well.
Active suspension less.
This car has a whole host and ride handling technology some of which we are shamelessly.
He's scared to death at the Reynolds helped hers in the front standard magnetic ride control not in any other -- its class.
-- -- of the Cadillac user experience.
No excuse yeah you need this is a big selling point and this is standard feature in the car you don't get this with.
Just -- for -- this is an excellent standard feature across all likes to ask vehicles and it really is a very intuitive interface.
-- gestures that are very -- from Smartphones and tablets like pinch tap and swipe.
And it capacity of touch screen capacity of touch screen reveal upon approach.
Percent segment points.
And we did mention that in the initial volley survey earlier -- -- run into a little trouble that's every because that there in car.
Technology a little bit too confusing for some people to use and -- them not a lot of big fans among our customers -- at least as far as the server is concerned.
Viewers -- -- putting something like this is very different I know what was in the last couple of models that at the top realize we certain.
It paid very close attention to other automakers experiences with their technology I think this is very different -- and that it's it's scary intuitive it's simple.
You can use as much -- as little -- -- -- -- They've got navigation.
-- at integrations well.
Yes pandora is one of the apps that we have integrated and you're running -- off your Smartphone but fundamentally can use all the -- -- Smartphone interface thumbs up thumbs down for example.
But navigation a whole host of audio features phone you can have a -- -- -- Bluetooth devices period -- any time with one act.
-- I do understand you've got has some pretty.
Great lengths to make sure people do you know how to use this you've got sort of a little practice version of it available -- the I'd -- Like anything else there's an app for that right pedigree a setting so there's an -- it's Cadillac Q I don't iTunes store type that -- -- pops up.
And it's a nice training aid if you will we actually before was available to public we used it -- -- dealer sales people.
And -- folks at the dealerships long before that first car ever arrived in the dealership so.
They've been playing -- this for awhile in anticipation of Q but for customers they wanted to get familiar with -- before they went into a store.
There's all sorts of videos that show you how to use the device and actually simulates the gestures that you would to program your phone.
The program -- favorites on the radio station all the interactions with Q are in that application.
You've also got.
Specific people at each dealership that are adverse to those that are -- answer questions now there's what we call CTs.
Certified technology expert and each dealership.
Had to go through some pretty rigorous training camp.
Understand all the technology is you know we roll this out next yes but it's going to be -- -- ATS sedan and that's gonna go across the line up so.
Very important force for those folks to know all the technologies and our vehicle because this truly is a new interface and kind of ground breaking so.
We felt it was really important focus on customers have that person in the dealership dealer experience in general.
Almost as important as the product these days you know what it's.
It you know I never say it's as important -- the product is still king in this category but.
That experience by far and especially in the luxury category is getting more more important and you know we're happy with what we're doing a Cadillac we've gotten a lot of third party endorsements you mention initial quality.
We don't JD power game it's most improved luxury brand across all their five surveys over the past three years.
And it also named as a service champion two years in a row.
That looks at only fifty only fifty brands and companies across any industry in the US have been given that -- had two years -- around so.
Customer experience -- some more playing pain now.
Very close attention.
That is -- already on the way to dealers are probably in some dealers absolutely -- regulation -- had a chance to watch a delivery yesterday have a vehicle to one of our customers quite a thrill.
And they receive an iPad when -- cars delivered as -- call real every beverage is the first.
So every thirteen model year ax TS that's delivered to customers you'll get a new -- and iPad three if you will.
And loaded on that -- custom software so we loaded that Q -- on to the system.
We loaded the OnStar my link application along with PDFs of you -- Owners' manuals for both Q and the vehicle and what's nice about it is it's a nice gift it's a nice way to give customers a nice experience but.
Allows and interact with Q in the same gestures that.
They'll be able to use on their -- system and on the iPad so look at some very familiar with it and it's.
Because our customers and our dealers and ability to kind of deliver a -- moment at the time purchase.
Now later this year also got the eighteen yes sports sedan coming out compact moving down below the CTS sedan that's it -- second.
At least a little bit late summer kind of normal model year timing.
Which we're excited about is what it does it completes the lineup.
I mean we look look at it now to give us three sedans.
One position below the CTS the CPS in the middle and then now for the X yes I'm on the top -- and it really gives us a nice lineup we like to use as.
Kind of graphic depiction you know I think at three Starbucks cups and in just winds and up -- small medium and larger tall ground and that.
Ladies and think completes the lineup but -- you guys -- sure pretty cool concept earlier this year the caveat Cadillac CL four door convertible.
And about a week ago as a news popped out that you go to trademark the name LT -- lot of speculation.
Around us he says they can about.
Go -- first -- even bigger than the.
-- sixty -- you know what.
The best way to say that described that is right now even in development or in design.
Our mark more cadillacs under development at any time in our history and that's a 110 year history so.
There's more to come.
For the Cadillac brand that expansion in the portfolio.
And the -- yes starts it.
ATS gets it going even more you know be more coming.
In the in in the coming years so it's really exciting time it.
You know focus right now is get these two cars out expand that sedan lineup.
And really get focused on an onslaught of product that we haven't seen -- Cadillac and long time.
I'm Jim purple let gene -- that so much for dropping by.
That's it for fox -- work over fox car report dot com for the latest Automotive News and reviews it was seen -- that.