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Cadillac's de Nysschen won't budge on raised pricing

According to new Cadillac boss Johan de Nysschen, it will take between 10 and 15 years to elevate GM's top brand, which was once hailed as "The Standard Of The World," back to prominence in the minds of American customers. And to hear the executive talk of it, the brand is going to have to be willing to see sales falter in the near-term before they recover:
"Either you have to bring your volume aspirations into alignment with reality and accept that you will sell fewer cars... Or you have to drop the price and continue to transact at the prices where you were historically... I think the logical conclusion is that it's better to build off a very solid base in terms of [product] credibility, charge a fair price for the car and realize you have to wait until the volume comes."
In other words, sales will fall before they rise, and the brand has to be okay with that. Notice, too, that de Nysschen speaks of "a fair price" for Cadillac cars and utility vehicles. In this case, "fair" means more than many of the brand's traditional buyers are accustomed to, and roughly in line with the brands and machines Cadillac believes it is competing against. For instance, the newly enlarged 2014 CTS carries a suggested retail price that is over $6,000 higher than it was in 2013, and some trim levels boast an even higher price premium over the models they replace.

Comparing Cadillac's crazy classy coupes

I just returned from the press launch of Cadillac's new ATS-V, a high-performance version of the US luxury marque's entry-level compact car. While ordinary ATVs offer a choice of a 202-horspower, 4-cylinder, a 272-hp turbocharged four or a 321-hp V-6, this one packs a twin-turbo V-6 that pumps out 464 thoroughbred horses and 445 pound-feet of hard-charging torque. Starting at $62,000 for the sedan and $64,000 for the sexy coupe, ATS-Vs are available with a 6-speed manual (with Active Rev Matching and no-lift shift capability) or an 8-speed automatic with steering-wheel shift paddles. They comes with GM's latest 4-mode Magnetic Ride Control, 5-mode Performance Traction Management (with launch control), competition-spec traction and stability controls, an electronic limited-slip differential, specially-tuned electric power steering, huge Brembo brakes, and added air cooling for their engine, transmission, and rear axle lubricants. They roll on 18-inch Michelin Pilot Super Sport tri-compound summer tires on 9-inch-wide front alloy wheels and 9.5-inch-wide rears. And they will rocket from rest to 60 miles per hour in less than four seconds while delivering 16 city EPA miles per gallon and 24 highway with the automatic and 17/23 with the manual transmission. The obvious purpose of all this technology is to effectively endow Cadillac's latest V-Series models with a rarely achieved true dual personality: go, stop, and corner like race cars on a track, then sooth, coddle, and entertain like luxury cars on the way to and from the track, or work. We had ample opportunity to verify both personalities with multiple hot laps of the Circuit of the Americas (COTA) Grand Prix course, followed by a more leisurely drive on public roads near Austin, TX. Even lacking wheel-to-wheel comparisons, we believe these hot new ATS-Vs are fully competitive with their pricier German competitors, and probably superior in some ways. So now, Cadillac will offer not one but two very sharp-looking, upscale, small-volume, 2016 compact coupes, almost the same size and at similar prices, but with totally different missions: this new high-performance ATS-V and the soon-to-be-upgraded ELR extended-range EV. The key question: why? Aside from its cramped back seat and ridiculous $76,000 starting price, I loved the ELR when it was introduced for 2014.

2016 Cadillac CTS-V to hit dealers this summer, start at $83,995*

Cadillac has announced pricing for the 640-horsepower CTS-V, and not only will the new super-sedan outgun its heartiest German rivals, it'll undercut them on price, too. Kicking off at $83,995 (not including a $995 destination charge), the CTS-V is nearly $10,000 less than the 560-hp BMW M5, almost $18,000 less than the 577-hp Mercedes-Benz E63 AMG S 4Matic, and is nearly $25,000 less than the 560-hp Audi RS7. So in case you were wondering, yes, the CTS-V will continue to be one of the auto industry's very best high-performance bargains in its third generation. "V-Series represents the pinnacle of Cadillac, a brand that now makes drivers' cars at the highest level," Cadillac's head honcho Johan de Nysschen said in a statement. "The new CTS-V is essentially two cars in one: a luxury sedan with sophisticated road manners and a track-capable sports car with awe-inspiring performance. This type of car is exclusive, the domain of the few who can access this level of incredible capability. V-Series matches or overtakes the finest cars in this elite class, while being more accessible." As for when you can get your hands on bargain-priced beast, dealers are now accepting orders, with deliveries slated to begin late this summer. Scroll on down for the official release from Cadillac. Next-Generation 640-hp Cadillac CTS-V Launches This Summer U.S. DEALERS BEGIN ACCEPTING ORDERS NOW FOR CADILLAC'S UPCOMING PERFORMANCE ICON DETROIT – Cadillac announced today that U.S. dealers will begin accepting orders for the next-generation 2016 CTS-V, the all-new high-performance sedan that launches in late summer. The 640-hp CTS-V is the second of two all-new V-Series models to come to market in 2015, following the smaller ATS-V coupe and sedan, which launches in late spring. Cadillac's new 2016 V-Series models represent a significant expansion of the brand's elite, high-performance line. Not only are the new V-Series cars elevated in terms of performance, they now reach a broader spectrum of drivers by presenting two distinct personalities, size categories and price points. With a top speed of 200 mph and 0-60 performance in 3.7 seconds, the CTS-V is the most powerful car in Cadillac's 112-year history. The 2016 CTS-V is priced from $83,995. Customers can place orders now with dealers and view additional product information at Cadillac.com. The CTS-V elevates into the elite group of the world's highest-performing sedans.