The 2000 Cadillac DeVille

DeVille DESIGNED TO APPEAL TO BOTH TRADITIONAL CUSTOMER BASE & BOOMERS MOVING TO LUXURY VEHICLES
The 2000 DeVille was designed to continue to lead the full-size luxury car segment by attracting two groups of customers: pre-boomers and boomers. Pre-boomers represent DeVille�s traditional customer base, while boomers are gradually becoming a dominant force in the luxury market.

DeVille�s current owners, numbering nearly two million, are remarkably loyal. Their loyalty has helped make DeVille one of the strongest, most enduring brands in the automotive industry as well as America�s No. 1 selling luxury car for the past 14 years. More than half of those who buy DeVilles return to buy or lease another one from their dealer. Sixty-nine percent stay with Cadillac, and 84 percent choose a GM product when they trade in a DeVille.

By 2005, almost 40 percent of the buyers in DeVille�s segment will be boomers, most of whom have driven imports at some time. These customers are accustomed to commuting and working long hours, and they often struggle to find a balance in their lifestyles. They appreciate understated style and technology - especially technology designed to make their busy lives easier.

BRIDGE STRATEGY
Instead of creating a wide chasm between the previous DeVille and the 2000 version, Cadillac chose a bridge strategy that began with styling enhancements to the 1997 DeVille. Since then, extensive product improvements were introduced to update DeVille�s image and set the stage for an all-new model. These improvements included the OnStar communications system, StabiliTrak stability enhancement system, side-impact air bags and structural improvements. In addition, the introduction of the five-passenger Concours was designed to appeal to younger buyers with its surprisingly good ride and handling.

With the goal to appeal to both traditional and younger customers, the 2000 DeVille brings handling and control that will impress demanding drivers, excellent performance, contemporary styling and technology with real customer benefits. The DeVille Touring Sedan (DTS) is specifically aimed at boomers who are moving into the segment.

Customer research defined the engineering targets for the 2000 DeVille as a balance of dynamic characteristics (ride, handling and accident avoidance); comfort and convenience; safety and security; freedom from noise; quality, reliability and durability; excellent roominess and packaging; and contemporary styling.

Chief competitors for the DeVille include the Lincoln Town Car and Chrysler LHS. The DTS will compete with the Lexus LS400 and Mercedes-Benz S-Class.

REVITALIZATION STRATEGY
The introduction of the 2000 DeVille continues a revitalization of Cadillac that is leading luxury vehicle customers to take a fresh look at the brand. This evolution began with the successful global introduction of the 1998 Seville. The luxury sport-utility vehicle Escalade, Cadillac�s first entry ever into the U.S. truck market, debuted in the 1999 model year.

In 1999, Cadillac also gained widespread attention with the introduction of the Evoq concept roadster, an embodiment of Cadillac�s "art and science" vision for its future products. In addition, Cadillac unveiled the Catera Sport and Catera Steinmetz concept car, and announced that Cadillac will race at Le Mans in the 24 Hours race in June 2000.

Although DeVille is primarily intended for the North American market, it will also satisfy niche-market demand for chauffeur-driven sedans in the Middle East, Japan and other markets.

• More information about the DeVille
• Tokyo 1999 report
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