Cadillac Cimarron
Encyclopedia
The Cadillac Cimarron was a compact car
built by Cadillac
based on the GM J platform
. It was first introduced in 1981 for the 1982 model year, and sold through 1988. During its seven-year model run, 132,499 Cimarrons were built.
Cadillac's first foray into smaller cars, the 1975 Seville
, was intended to answer the sales threat from Mercedes-Benz
luxury cars. The Seville was a relative success, but the political and economic climate of the 1980s suggested a need for something smaller. A crucial factor was the advent of CAFE
(Corporate Average Fuel Economy) requirements from the U.S. federal government, which severely penalized automakers if their fleet average fuel economy dropped below the minimum. Another was the success of imported compacts such as the BMW 3 Series
, Saab 900
, Volvo 240
and Audi 4000
.
Since 1976, GM
had been developing the J-body
, an economy car
platform shared across all passenger car divisions. Each had the same 101.2 in (2,570 mm) wheelbase, MacPherson strut
front suspension
and torsion beam rear suspension, and engines. The basic body/frame structure used a unibody with a front subframe that carried the lower front suspension, engine, and transmission. Although Cadillac had intended to introduce the Cimarron later in the 1980s, it was rushed into production early at the insistence of Cadillac dealers. The result was a small, slow car whose "econobox" roots were obvious. Technologically, the Cimarron was far behind the luxury imports with which it was meant to compete.
Pete Estes
, GM's president at the time, warned Ed Kennard, Cadillac's general manager:
The name was selected from a list of seven finalists, including J9000 (after the Pontiac), Carmel, Cascade, Caville (similar to Seville
and DeVille
), Envoy (later revived by sister brand GMC for the GMC Envoy
), and Series 62
, with a preference for an initial "c". Cimarron topped the list in favorable reaction, though ironically, it evoked economy, while Caville suggested the opposite.
The new compact Cadillac had the unconventional, for Cadillac, straight-4
engine (the first 4-cylinder Cadillac since 1914) and a four-speed manual transmission
(Cadillac's first manual since 1953), with a three-speed Turbo-Hydramatic
automatic
optional. Power steering
and air conditioning
were standard. The high level of standard equipment pushed the base price to US$
12,181 ($30,279.96 in 2007, adjusted for inflation), nearly double its J-body siblings.
The Cimarron was coolly received by Cadillac buyers. First-year sales were only 25,968, about a third what Cadillac anticipated. The Cimarron's compact dimensions did not appeal to traditional Cadillac buyers, while its humble origins and barely competitive performance did little to appeal to the buyers of Europe
an imports. The standard four-cylinder engine was also roundly criticized for its lack of both power and refinement. A V6 engine
became optional on 1985 models and was made standard in 1987. Its arrival was welcomed, but the V6's availability on less expensive J-platform vehicles still left questions about the Cimarron's value.
Even though the Cimarron had grown comparatively more refined by the end of its production run with more Cadillac-like styling to further distinguish it from other J-cars, buyers stayed away, and the car was discontinued after 1988 with a production run that year of only 6,454 units. The Cimarron's failure was part of a series of events throughout the 1980s and 1990s which eroded the brand's share of the US market from 3.8% in 1979 to 2.2% in 1997.
400. It has been said that the Cimarron did pave the way for the Cadillac CTS
, another compact luxury sedan, that was credited with reviving the marque in the 2000s.
Yet even years after the model was discontinued, the Cimarron's legacy remains negative. The car has become a staple of books and articles about bad cars. Forbes
placed the Cimarron on its list of "Legendary Car Flops," citing low sales, poor performance and the fact the car "didn't work, coming from a luxury brand." Author Hannah Elliott explained that the Cimarron "appealed neither to Cadillac's loyal followers, who appreciated powerful V8s and Cadillac's domestic luxury edge, nor to buyers who favored Europe's luxury brands, whose cars out-handled and out-classed the Cimarron in every way." In 2009, CNN Money
noted in "GM's junk heap" of unsuccessful nameplates that the Cimarron was, "In all important respects, a Chevrolet Cavalier. It also added thousands to the price tag. In all, it was neither a good Cadillac nor a good value. Even GM executives will readily admit today that this was a bad idea." According to Car and Driver
, current Cadillac product director John Howell has a picture of the Cimarron on his wall captioned, "Lest we forget." TIME magazine named the car to its list of the 50 worst cars of all time, stating that the Cimarron represented "[e]verything that was wrong, venal, lazy and mendacious about GM in the 1980s ... in [a] flagrant insult to the good name and fine customers of Cadillac," and that the car "nearly killed Cadillac and remains its biggest shame." The magazine then went one step further, describing the Ford Mondeo
-based 2001 Jaguar X-Type
as "the English version of the Cadillac Cimarron, a tarted-up insult to a once-proud marque and a financial disaster for the company", although the X-Type received positive reviews from the motoring press and shared far fewer parts with its mass-market siblings that the Cimmaron did, as the notion that it was badge-engineered made the X-Type unpopular.
The Cadillac Cimarron, with mostly cosmetic changes from its lower market siblings, is cited as an example of what not to do when badge engineering
a luxury car from a mass market variant. Other manufacturers have since produced badge-engineered luxury cars that have been successful, as these had distinct branding and style, high-quality interior materials, wide range of convenience features, and performance powertrains, attributes key to distinguishing them from mass market equivalents. Top-selling re-badged luxury cars following this trend include the Lexus ES
, Acura TL
, and Audi A3
.
Compact car
A compact car , or small family car , is a classification of cars which are larger than a supermini but smaller than or equal to a mid-size car...
built by Cadillac
Cadillac
Cadillac is an American luxury vehicle marque owned by General Motors . Cadillac vehicles are sold in over 50 countries and territories, but mostly in North America. Cadillac is currently the second oldest American automobile manufacturer behind fellow GM marque Buick and is among the oldest...
based on the GM J platform
GM J platform
The J platform, or J-body, was General Motors' inexpensive front-wheel drive automobile platform from the 1980s and 1990s. The platform replaced the GM H platform. The J-platform is the only platform of GM to have a model in each of its "Original 5" passenger car divisions...
. It was first introduced in 1981 for the 1982 model year, and sold through 1988. During its seven-year model run, 132,499 Cimarrons were built.
Development
Cadillac Seville
The Cadillac Seville is a luxury-type car that was manufactured by the Cadillac division of American automaker General Motors from 1975 to 2004, as a smaller-sized top-of-the-line Cadillac...
, was intended to answer the sales threat from Mercedes-Benz
Mercedes-Benz
Mercedes-Benz is a German manufacturer of automobiles, buses, coaches, and trucks. Mercedes-Benz is a division of its parent company, Daimler AG...
luxury cars. The Seville was a relative success, but the political and economic climate of the 1980s suggested a need for something smaller. A crucial factor was the advent of CAFE
Corporate Average Fuel Economy
The Corporate Average Fuel Economy are regulations in the United States, first enacted by the U.S. Congress in 1975, and intended to improve the average fuel economy of cars and light trucks sold in the US in the wake of the 1973 Arab Oil Embargo...
(Corporate Average Fuel Economy) requirements from the U.S. federal government, which severely penalized automakers if their fleet average fuel economy dropped below the minimum. Another was the success of imported compacts such as the BMW 3 Series
BMW 3 Series
The BMW 3 Series is a compact executive car manufactured by the German automaker BMW since May 1975. Successor to the BMW New Class, it has been produced in five different generations and in no less than five different body styles. It is BMW's best-selling model, accounting for around 30% of the...
, Saab 900
Saab 900
The Saab 900 was a car produced by Saab Automobile from 1978 until 1998 in two generations. The first generation from 1978 to 1993 is known as the "classic"; the generation from 1994 to 1998 is known as the "new generation" ....
, Volvo 240
Volvo 200 series
The Volvo 200 series is a range of large family cars , produced by Volvo from 1974 to 1993, with more than 2.8 million units sold worldwide. The 200 series was essentially an updated version of the 140; both were designed by Jan Wilsgaard. It shared the same body, but included a number of...
and Audi 4000
Audi 80
The Audi 80 is a compact executive car produced by the German car manufacturer Audi, from 1966 to 1996. It shared its platform with the Volkswagen Passat from 1973 to 1986 and was available as a saloon car/sedan, and an Avant...
.
Since 1976, GM
General Motors
General Motors Company , commonly known as GM, formerly incorporated as General Motors Corporation, is an American multinational automotive corporation headquartered in Detroit, Michigan and the world's second-largest automaker in 2010...
had been developing the J-body
GM J platform
The J platform, or J-body, was General Motors' inexpensive front-wheel drive automobile platform from the 1980s and 1990s. The platform replaced the GM H platform. The J-platform is the only platform of GM to have a model in each of its "Original 5" passenger car divisions...
, an economy car
Economy car
An economy car is an automobile that is designed for low cost operation. Typical economy cars are small, light weight, and inexpensive to buy. Economy car designers are forced by stringent design constraints to be inventive...
platform shared across all passenger car divisions. Each had the same 101.2 in (2,570 mm) wheelbase, MacPherson strut
MacPherson strut
The MacPherson strut is a type of car suspension system which uses the axis of a telescopic damper as the upper steering pivot. It is widely used in modern vehicles and named after Earle S. MacPherson, who developed the design.-History:...
front suspension
Suspension (vehicle)
Suspension is the term given to the system of springs, shock absorbers and linkages that connects a vehicle to its wheels. Suspension systems serve a dual purpose — contributing to the car's roadholding/handling and braking for good active safety and driving pleasure, and keeping vehicle occupants...
and torsion beam rear suspension, and engines. The basic body/frame structure used a unibody with a front subframe that carried the lower front suspension, engine, and transmission. Although Cadillac had intended to introduce the Cimarron later in the 1980s, it was rushed into production early at the insistence of Cadillac dealers. The result was a small, slow car whose "econobox" roots were obvious. Technologically, the Cimarron was far behind the luxury imports with which it was meant to compete.
Pete Estes
Pete Estes
Elliot Marantette "Pete" Estes was an American automotive engineer and executive, most known as being the fifteenth president of General Motors, from 1974 to 1981...
, GM's president at the time, warned Ed Kennard, Cadillac's general manager:
The name was selected from a list of seven finalists, including J9000 (after the Pontiac), Carmel, Cascade, Caville (similar to Seville
Cadillac Seville
The Cadillac Seville is a luxury-type car that was manufactured by the Cadillac division of American automaker General Motors from 1975 to 2004, as a smaller-sized top-of-the-line Cadillac...
and DeVille
Cadillac DeVille
The de Ville was originally a trim level and later a model of General Motors' Cadillac marque. The first car to bear the name was the 1949 Coupe de Ville, a prestige trim level of the Series 62 luxury coupe. The last model to be formally known as a de Ville was the 2005 Cadillac Deville, a...
), Envoy (later revived by sister brand GMC for the GMC Envoy
GMC Envoy
The GMC Envoy is an SUV from the GMC marque of General Motors. It was introduced as a high-end version of the Jimmy for the 1998 model year, the same year the Jimmy was restyled...
), and Series 62
Cadillac Series 62
The Series 62 was a series of cars produced by Cadillac, designed to replace the Series 61 in 1940. It remained in production through 1964, having been renamed Series 6200, when it was replaced by the Cadillac Calais name.-1940–1941:...
, with a preference for an initial "c". Cimarron topped the list in favorable reaction, though ironically, it evoked economy, while Caville suggested the opposite.
Reception
The Cimarron, introduced on May 21, 1981, was initially advertised as "Cimarron, by Cadillac" and sales personnel were instructed by GM to not refer to the car as a Cadillac and to inform customers that it was, technically, not a Cadillac. This strategy failed, and it became the Cadillac Cimarron for 1983.Straight-4
The inline-four engine or straight-four engine is an internal combustion engine with all four cylinders mounted in a straight line, or plane along the crankcase. The single bank of cylinders may be oriented in either a vertical or an inclined plane with all the pistons driving a common crankshaft....
engine (the first 4-cylinder Cadillac since 1914) and a four-speed manual transmission
Manual transmission
A manual transmission, also known as a manual gearbox or standard transmission is a type of transmission used in motor vehicle applications...
(Cadillac's first manual since 1953), with a three-speed Turbo-Hydramatic
Turbo-Hydramatic
Turbo-Hydramatic is the registered tradename of a family of automatic transmissions developed and produced by General Motors. These transmissions mate a three-element torque converter to a Simpson planetary geartrain, providing three forward speeds plus reverse.The Turbo-Hydramatic series was...
automatic
Automatic transmission
An automatic transmission is one type of motor vehicle transmission that can automatically change gear ratios as the vehicle moves, freeing the driver from having to shift gears manually...
optional. Power steering
Power steering
Power steering helps drivers steer vehicles by augmenting steering effort of the steering wheel.Hydraulic or electric actuators add controlled energy to the steering mechanism, so the driver needs to provide only modest effort regardless of conditions. Power steering helps considerably when a...
and air conditioning
Air conditioning
An air conditioner is a home appliance, system, or mechanism designed to dehumidify and extract heat from an area. The cooling is done using a simple refrigeration cycle...
were standard. The high level of standard equipment pushed the base price to US$
United States dollar
The United States dollar , also referred to as the American dollar, is the official currency of the United States of America. It is divided into 100 smaller units called cents or pennies....
12,181 ($30,279.96 in 2007, adjusted for inflation), nearly double its J-body siblings.
The Cimarron was coolly received by Cadillac buyers. First-year sales were only 25,968, about a third what Cadillac anticipated. The Cimarron's compact dimensions did not appeal to traditional Cadillac buyers, while its humble origins and barely competitive performance did little to appeal to the buyers of Europe
Europe
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
an imports. The standard four-cylinder engine was also roundly criticized for its lack of both power and refinement. A V6 engine
V6 engine
A V6 engine is a V engine with six cylinders mounted on the crankcase in two banks of three cylinders, usually set at either a right angle or an acute angle to each other, with all six pistons driving a common crankshaft...
became optional on 1985 models and was made standard in 1987. Its arrival was welcomed, but the V6's availability on less expensive J-platform vehicles still left questions about the Cimarron's value.
Legacy
The Cimarron accomplished at least some of what Cadillac hoped it would. Among early purchasers of Cimarrons, nearly three quarters had never owned a Cadillac before. It also helped bring younger customers to the brand. The average age of a Cimarron buyer was under 50 years old. However, one quarter of long-time Cadillac owners would never buy another Cadillac, instead switching to the new Japanese luxury marques like the 1990 Lexus LSLexus LS
The Lexus LS is a full-size luxury sedan that serves as the flagship model of Lexus, the luxury division of Toyota. Four generations of the sedan have been produced, all equipped with V8 engines and rear-wheel drive, although since 2006 all-wheel drive, hybrid, and long-wheelbase variants have also...
400. It has been said that the Cimarron did pave the way for the Cadillac CTS
Cadillac CTS
The Cadillac CTS is a mid-size car manufactured by the Cadillac marque of General Motors currently available in three body styles: Sedan, Coupe, and Sport Wagon. It was introduced in 2002 as a sports sedan, replacing the Cadillac Catera. The CTS and the supercharged CTS-V variant have been named...
, another compact luxury sedan, that was credited with reviving the marque in the 2000s.
Yet even years after the model was discontinued, the Cimarron's legacy remains negative. The car has become a staple of books and articles about bad cars. Forbes
Forbes
Forbes is an American publishing and media company. Its flagship publication, the Forbes magazine, is published biweekly. Its primary competitors in the national business magazine category are Fortune, which is also published biweekly, and Business Week...
placed the Cimarron on its list of "Legendary Car Flops," citing low sales, poor performance and the fact the car "didn't work, coming from a luxury brand." Author Hannah Elliott explained that the Cimarron "appealed neither to Cadillac's loyal followers, who appreciated powerful V8s and Cadillac's domestic luxury edge, nor to buyers who favored Europe's luxury brands, whose cars out-handled and out-classed the Cimarron in every way." In 2009, CNN Money
CNNMoney.com
CNNMoney.com is the world's largest business website. The site is the online home of Fortune and Money, and serves as CNN.com's exclusive business site. The site, edited by Chris Peacock, together with the three titles, is part of the Fortune|Money Group, and attracts more than 10.8 million unique...
noted in "GM's junk heap" of unsuccessful nameplates that the Cimarron was, "In all important respects, a Chevrolet Cavalier. It also added thousands to the price tag. In all, it was neither a good Cadillac nor a good value. Even GM executives will readily admit today that this was a bad idea." According to Car and Driver
Car and Driver
Car and Driver is an American automotive enthusiast magazine. Its total circulation is 1.31 million. It is owned by Hearst Magazines, who purchased prior owner Hachette Filipacchi Media U.S. in 2011...
, current Cadillac product director John Howell has a picture of the Cimarron on his wall captioned, "Lest we forget." TIME magazine named the car to its list of the 50 worst cars of all time, stating that the Cimarron represented "[e]verything that was wrong, venal, lazy and mendacious about GM in the 1980s ... in [a] flagrant insult to the good name and fine customers of Cadillac," and that the car "nearly killed Cadillac and remains its biggest shame." The magazine then went one step further, describing the Ford Mondeo
Ford Mondeo
The Mondeo was launched on 8 January 1993, and sales began on 22 March 1993. Available as a four-door saloon, a five-door hatchback, and a five-door estate, all models for the European market were produced at Ford's plant in the Belgian city of Genk...
-based 2001 Jaguar X-Type
Jaguar X-Type
The X-Type is a compact executive car manufactured and marketed for model years 2001-2009 by Jaguar Cars. The smallest of the Jaguar model range, the X-type was marketed in saloon and wagon variants and was the only estate ever manufactured in series production by the company...
as "the English version of the Cadillac Cimarron, a tarted-up insult to a once-proud marque and a financial disaster for the company", although the X-Type received positive reviews from the motoring press and shared far fewer parts with its mass-market siblings that the Cimmaron did, as the notion that it was badge-engineered made the X-Type unpopular.
The Cadillac Cimarron, with mostly cosmetic changes from its lower market siblings, is cited as an example of what not to do when badge engineering
Badge engineering
Badge engineering is an ironic term that describes the rebadging of one product as another...
a luxury car from a mass market variant. Other manufacturers have since produced badge-engineered luxury cars that have been successful, as these had distinct branding and style, high-quality interior materials, wide range of convenience features, and performance powertrains, attributes key to distinguishing them from mass market equivalents. Top-selling re-badged luxury cars following this trend include the Lexus ES
Lexus ES
The Lexus ES series is a family of mid-size luxury sedans sold by Lexus since 1989. Now in its fifth generation, the series has been consistently built on the Toyota Camry platform with a V6 engine, automatic transmission, and front-wheel drive...
, Acura TL
Acura TL
The TL "Touring Luxury" debuted as 1996 model, first with the 1996 2.5 TL available with the 2.5 L 176 hp SOHC 20-valve 5-cylinder engine from the Vigor. The 3.2 TL used the 3.2 L 200 hp SOHC 24v V6 from the second generation Acura Legend. The 2.5 TL was positioned as the...
, and Audi A3
Audi A3
The Audi A3 is a small family car produced by the German automaker Audi since 1996. Two generations of A3 exist, both based on the Volkswagen Group A platform, which they share with several other models such as the Audi TT, Volkswagen Golf, Volkswagen Caddy and Volkswagen Touran as well as SEAT...
.