Motoring: Gavin Green's column

Is there any hope for the Yanks? Cadillac has sussed the road to riches in Europe - you've got to get the styling right

AMERICAN LUXURY cars have as much success in Europe as US foreign policy has in Iraq. The Yank manufacturers make various Tough Guy noises about how we Europeans will fall over ourselves to get behind the wheel of the latest Cadillac/Lincoln/Chrysler/Glitz-mobile. And then, when sales start, the showrooms tend to be as quiet as Santa's workshops in early January.

Cadillac is the latest to get a bloody nose. Its new Seville has recently hit Europe's streets, to a string of indifferent reviews and overwhelming public apathy. If O J Simpson was retried, the European reaction could be hardly be more listless.

Chrysler has marketed various saloons here, since it decided to "do" Europe. But the only models we Europeans like are Jeeps, and the big Voyager people carriers. The latter has even won a convert in Tony Blair, who has always been a sucker for American kit. Look at all that Polo gear his kids wear.

Lincoln, part of Ford, is the next to sally forth across the Atlantic. Its latest model, the LS, is due to hit European showrooms in the autumn. In America, Lincoln is famous for providing easy-going, luxurious, tank- like transport for easy-going, ageing, tank-like Americans. Most people who buy Lincolns are over 60. Many live in the northern states and, come winter, their Lincolns hit the freeways heading south for the sun, like a flock of overweight, grounded geese.

The LS will not sell well in Europe, no matter what Ford may be hoping. It looks too much like a Toyota Carina E. This is a pity because, underneath the unimaginative shell, the mechanicals are likely to be first rate. The Lincoln shares its major components with the new Jaguar S-type and yet will cost many thousands less. The LS will almost certainly be one of those cars that, logically, we should buy. But that, practically, we will not.

So is there no hope for the Yanks in Europe? Cadillac, for one, is optimistic. And having just spent a day touring around the company's research headquarters in Warren, Michigan, I think it might actually have a chance.

For starters, Cadillac probably has the best brand name, for luxury motoring, of all the Yank makers. In Europe, that matters. Unlike Lexus, Japan's pretender to Europe's luxury crown, it also has a heritage, having produced some of the finest cars the world has seen. Although, admittedly, that was back in Eisenhower's day, when US presidents were pre-occupied with Reds under Beds, rather than girls in them.

Cadillac has also sussed the route to true riches in the European flash- car market. Namely, you've got to get the styling right. Worthy noises about value for money, high-technology, faultless reliability and the rest matter rather less than visual presence.

The Cadillac Evoq roadster, the star of the recent Detroit Auto Show, points the way ahead. It is not an American copy of a European design, which is where the Seville and the Lincoln LS go wrong. Rather, it has a crisp-edged techno feel, which is all its own. It's a look that comes from the computer-aided design, rather than from hand craftsmanship.

"This is in keeping with America's technology-led image," says Kip Wasenko, Cadillac's design boss. Other Caddy cues include vertical headlamps, blade- like vertical tail lights, minimalist Bang & Olufsen-like interiors (rather than modern interpretations of an Edwardian drawing room) and a diamond- cut style.

The Evoq is heading for the showroom, but the first production interpretation of the new Caddy look will be in 2001, when a BMW 5-series rival hits the road. By 2004, says John Smith, Cadillac's general manager, the company will have three or four models on sale in Europe. Providing it can get the quality, pricing and dynamics right, all of which are feasible, then the company may be on to a winner. And the final frontier for American worldwide cultural hegemony - cars - will have been conquered.

Have you tried new the Independent Digital Edition apps?
Life and Style
ebookNow available in paperback
Sport
The Queen and the letter sent to Charlie
football
Arts and Entertainment
Eurovision Song Contest 2015
EurovisionGoogle marks the 2015 show
News
Two lesbians hold hands at a gay pride parade.
peopleIrish journalist shares moving story on day of referendum
Arts and Entertainment
<p>
<b>Kathryn Williams</b>
</p>
<p>
When I was supporting Ray La Montagne I was six months pregnant. He had been touring for a year and he was exhausted and full of the cold. I was feeling motherly, so I would leave presents for him and his band: Tunnock's Tea Cakes, cold remedies and proper tea. Ray seemed painfully shy. He hardly spoke, hardly looked at you in the face. I felt like a dick speaking to him, but said "hi" every day. </p>
<p>
He was being courted by the same record company who had signed me and subsequently let me go, and I wanted him to know that there were people around who didn't want anything from him. At the Shepherds Bush Empire in London, on the last night of the tour, Ray stopped in his set to thank me for doing the support. He said I was a really good songwriter and people should buy my stuff. I was taken aback and felt emotionally overwhelmed. Later that year, just before I had my boy Louis, I was l asleep in bed with Radio 4 on when Louis moved around in my belly and woke me up. Ray was doing a session on the World Service. </p>
<p>
I really believe that Louis recognised the music from the tour, and when I gave birth to him at home I played Ray's record as something that he would recognise to come into the world with. </p>
booksKathryn Williams explores the works and influences of Sylvia Plath
News
Liz Kendall played a key role in the introduction of the smoking ban
newsLiz Kendall: profile
Life and Style
techPatent specifies 'anthropomorphic device' to control media devices
Voices
The PM proposed 'commonsense restrictions' on migrant benefits
voicesAndrew Grice: Prime Minister can talk 'one nation Conservatism' but putting it into action will be tougher
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs General

    Guru Careers: Software Developer / C# Developer

    £40-50K: Guru Careers: We are seeking an experienced Software / C# Developer w...

    Guru Careers: Software Developer

    £35 - 40k + Benefits: Guru Careers: We are seeking a Software Developer (JavaS...

    SThree: Trainee Recruitment Consultant / Resourcer

    £18000 - £23000 per annum + Commission: SThree: As a Trainee Recruitment Consu...

    Ashdown Group: UI Developer - (UI, HTML, CSS, JavaScript, AngularJS)

    £25000 - £40000 per annum: Ashdown Group: UI Developer - (UI, JavaScript, HTML...

    Day In a Page

    Sun, sex and an anthropological study: One British academic's summer of hell in Magaluf

    Sun, sex and an anthropological study

    One academic’s summer of hell in Magaluf
    From Shakespeare to Rising Damp... to Vicious

    Frances de la Tour's 50-year triumph

    'Rising Damp' brought De la Tour such recognition that she could be forgiven if she'd never been able to move on. But at 70, she continues to flourish - and to beguile
    'That Whitsun, I was late getting away...'

    Ian McMillan on the Whitsun Weddings

    This weekend is Whitsun, and while the festival may no longer resonate, Larkin's best-loved poem, lives on - along with the train journey at the heart of it
    Kathryn Williams explores the works and influences of Sylvia Plath in a new light

    Songs from the bell jar

    Kathryn Williams explores the works and influences of Sylvia Plath
    How one man's day in high heels showed him that Cannes must change its 'no flats' policy

    One man's day in high heels

    ...showed him that Cannes must change its 'flats' policy
    Is a quiet crusade to reform executive pay bearing fruit?

    Is a quiet crusade to reform executive pay bearing fruit?

    Dominic Rossi of Fidelity says his pressure on business to control rewards is working. But why aren’t other fund managers helping?
    The King David Hotel gives precious work to Palestinians - unless peace talks are on

    King David Hotel: Palestinians not included

    The King David is special to Jerusalem. Nick Kochan checked in and discovered it has some special arrangements, too
    More people moving from Australia to New Zealand than in the other direction for first time in 24 years

    End of the Aussie brain drain

    More people moving from Australia to New Zealand than in the other direction for first time in 24 years
    Meditation is touted as a cure for mental instability but can it actually be bad for you?

    Can meditation be bad for you?

    Researching a mass murder, Dr Miguel Farias discovered that, far from bringing inner peace, meditation can leave devotees in pieces
    Eurovision 2015: Australians will be cheering on their first-ever entrant this Saturday

    Australia's first-ever Eurovision entrant

    Australia, a nation of kitsch-worshippers, has always loved the Eurovision Song Contest. Maggie Alderson says it'll fit in fine
    Letterman's final Late Show: Laughter, but no tears, as David takes his bow after 33 years

    Laughter, but no tears, as Letterman takes his bow after 33 years

    Veteran talkshow host steps down to plaudits from four presidents
    Ivor Novello Awards 2015: Hozier wins with anti-Catholic song 'Take Me To Church' as John Whittingdale leads praise for Black Sabbath

    Hozier's 'blasphemous' song takes Novello award

    Singer joins Ed Sheeran and Clean Bandit in celebration of the best in British and Irish music
    Tequila gold rush: The spirit has gone from a cheap shot to a multi-billion pound product

    Join the tequila gold rush

    The spirit has gone from a cheap shot to a multi-billion pound product
    12 best statement wallpapers

    12 best statement wallpapers

    Make an impact and transform a room with a conversation-starting pattern
    Paul Scholes column: Does David De Gea really want to leave Manchester United to fight it out for the No 1 spot at Real Madrid?

    Paul Scholes column

    Does David De Gea really want to leave Manchester United to fight it out for the No 1 spot at Real Madrid?