FIRSTDRIVE: They've started production of a film version of the 1980s soap Dallas. If it plans to reflect modern American society then we're as likely to see JR driving a Lexus as a Cadillac. Pity the poor American brands. They used to rule the roost. Then those damn Europeans and Asians arrived, offering superior quality and finish.
Now the American brands are fighting back, particularly at the premium segment. After decades of losing out to more fashionable 'import' brands, General Motors has come to the conclusion that attack is the best form of defence.
Cadillac - the premium US brand synonymous with tail fins and luxury - has set its sights globally as a way to combat the constant attack on its home market from European brands.
Cadillac may have lost some of its lustre over the years, but it has a few tricks up its sleeve, not least its sister brand Corvette and the SUV of choice for every black American rapper: the Escalade. It's 18-feet of bling, the motoring equivalent of a shiny gold medallion around your neck, but sadly (or thankfully?) it's not planned for our fair isle.
Instead the Americans are playing it safe when introducing us to their idea of luxury motoring. Right hand drive versions of the new BLS and CTS are set for our shores instead, arriving next month.
In line with efforts by parent General Motors to create synergies across its brands, Cadillac has come up with an entry level model aimed at the likes of the Audi A4 and BMW 3-Series. It's based on the same Epsilon platform that currently features in the Opel Vectra and Saab 9-3. It's even built at the Swedish marques plant using most of the same parts, though slightly redesigned. As with the Saab, the engine range features a turbocharged 175bhp 2-litre petrol and 150bhp 1.9-litre turbodiesel. There's also a 255bhp 2.8-litre V6 turbo petrol at the top of the range, though it's unlikely to feature heavily in Irish sales.
The BLS will be launched alongside the CTS, a car slightly smaller than a BMW5-Series or Audi A6, but intended to take a slice of that market segment. Cadillac design has always epitomised its American roots and the new cars are no different. The design slogan at Cadillac these days is "art and science". That translates into the sharp lines of the Cadillac range.
Two big questions consistently hang over US models: build quality and finish; and handling. In terms of build quality, while the fit and finish is comparable with its Swedish counterpart and the interior trim is better than you usually get from a US model, it's not quite as sharp as German rivals like BMW or Audi.
While exact pricing has yet to be confirmed, the 175bhp 2-litre turbo petrol version will start at about €40,000. That pits it right in the price bracket of the BMW 320 at €42,350, Audi's A4 2-litre 130bhp at €40,680 and only a few hundred euros off its Swedish twin, the 9-3 with the same engine that's priced at €39,395.
Undoubtedly it will catch the attention of those seeking to stand out in the company carpark amid all the usual array of German metal. However, there are already other offerings that allow you to do that: from the new Lexus IS to the sexy Alfa Romeo 159.
As for the larger CTS - with a 2.8-litre version at €52,000 and 3.6-litre V6 at €59,000 - if potential buyers want something unique, they'd be more tempted to go for the far more striking Chrysler 300C, priced at €58,000 for the 3-litre diesel version.
The US brand is not expecting to convert the masses. For now it's hoping to simply reawaken memories of the good old days.
