As Shakespeare's Hamlet might have put it, "When is a Cadillac not a Cadillac? That is the question." The answer, in the case of the new BLS, might well be, "When it's a Saab 9-3 in drag." Faced with a surplus of capacity at Saab's Trollhattan plant in Sweden, somebody in the GM empire decided to re-engineer the Saab 9-3 to carry Cadillac badges. The result is the BLS — the first Cadillac sedan since the 1980s to be offered with a diesel engine and the first Cadillac that won't be sold in the U.S.
The European advertising campaign self-consciously proclaims that the BLS is "more than a car, it's a Cadillac," but few people in Europe really know what that means. The recent revival of the brand in the U.S. has gone almost unnoticed, and for most Europeans, a Cadillac is still painted pink, covered in wings, and driven by a wannabe Marilyn. Whether enough customers will be willing to swap their BMW 3 Series for an unknown quantity remains to be seen, and Cadillac's sales aspirations are realistically modest — the aim is to shift no more than 400 in the U.K. this year, for example.
It looks like a Caddy on the outside…
Cadillac's stylists have done a fine job of re-clothing GM's front-drive Epsilon platform, which the BLS shares with the Saab and the Opel Vectra. The aesthetic influence of the larger, chisel-edged CTS is immediately apparent and U.S. enthusiasts would instantly recognize it as a Caddy. The vertically stacked headlights, cheese-grater grille and central "spine" are present and correct, and so are the stylized taillamps.
But the BLS's lines are also softer and more curvaceous than those of the CTS, in line with European tastes. It's less likely to polarize opinion than its big brother, and the styling is unlikely to offend customers who might otherwise have chosen a 3 Series or an Audi A4.
…but not on the inside
Having worked so hard to hone an "authentic" exterior, Cadillac's stylists appear to have given up on the cabin. The distinctive style of the rest of the Caddy range has been eschewed in favor of a bland cockpit that could have been plucked from any Euro-box. There's nothing particularly wrong with it — the quality of the plastics is good, there's plenty of kit and everything's sensibly laid out — but it's utterly devoid of flair. Given that the BLS seeks to appeal by being different, this is a major oversight.
Cabin space is also a worry. The front seats — pinched from Saab — are exceptionally comfortable, but those behind must cope with a paucity of legroom and headroom. It might be big enough for skinny Parisians, but burger-munching Texans would soon complain. A 3 Series feels much more capacious.
A diesel Caddy?
Here's something to conjure with: This Cadillac uses a diesel engine that was developed by Fiat for Saab. Such an engine is critical in the European sport compact class, where the majority of people now stop at the black pump. The unit in question is a 1.9-liter common-rail turbodiesel that develops 148 hp and 236 lb-ft of torque. The diesel BLS will accelerate from zero to 62 mph (0-100 km/h) in 9.5 seconds (11 seconds for the automatic) and return an average of 46.3 mpg (39.2 mpg). It's not as smooth as BMW's four-cylinder diesel, but it's competent enough and there's plenty of midrange pull. Our test car was equipped with a six-speed manual gearbox, which offers competent if slightly long-winded shifts.
Two turbocharged, Saab-sourced 2.0-liter petrol engines are also offered, boasting 173 hp and 208 hp, respectively, but these were unavailable for test. Topping the range is a 2.8-liter V6 turbo with 252 hp and 262 pound-feet of torque. This car is rapid — equipped with a six-speed automatic, it will sprint from 0-62 mph in 7.5 seconds and reach 152 mph — and would be the model most likely to appeal to the U.S. market.
In Europe, though, the V6 will be a slow seller. Its average consumption of 26.2 mpg makes it an expensive choice in countries where gas costs the equivalent of $6.50 per U.S. gallon. The front-wheel-drive setup also struggles to cope with the power — torque-steer is a major problem under hard acceleration. Few people are likely to swap their BMW 330i for the BLS V6.
Mediocre dynamics
The BLS shares its suspension hardware — MacPherson struts at the front and four links at the rear — with the 9-3, but it's been extensively retuned. Caddy's marketing boffins reckon that it combines agility with a comfortable ride, but anyone expecting BMW levels of driver interaction will be disappointed. The BLS rides nicely, but the keen body control and sensual feedback of the 3 Series is missing. The steering is utterly devoid of feel, denying the driver the confidence to place the car accurately on the road. On Europe's ever-twisting blacktop, such feedback is crucial. Similarly, the brakes are effective but no more.
Priced to sell
Cadillac has priced the BLS around 5-10 percent lower than its main rivals from BMW, Mercedes and Audi. In the U.K., it costs from £20,750 ($36,350) to £32,398 ($56,800) and the company is hoping to appeal to management types who've grown bored of the ubiquitous 3 Series and might otherwise have chosen a Jaguar, Volvo or Lexus.
It will be a tough sell. The BLS is adequate, but far from groundbreaking and in such a competitive market, mere competency is not enough. Nor is it sufficiently different to its rivals to warrant special attention. It might wear a Cadillac badge, but the BLS feels like what it is — a half-hearted car built on a budget to soak up some excess capacity. This is a strange and disappointing way to treat a famous brand. U.S. buyers should not feel like they're missing out.
The European advertising campaign self-consciously proclaims that the BLS is "more than a car, it's a Cadillac," but few people in Europe really know what that means. The recent revival of the brand in the U.S. has gone almost unnoticed, and for most Europeans, a Cadillac is still painted pink, covered in wings, and driven by a wannabe Marilyn. Whether enough customers will be willing to swap their BMW 3 Series for an unknown quantity remains to be seen, and Cadillac's sales aspirations are realistically modest — the aim is to shift no more than 400 in the U.K. this year, for example.
It looks like a Caddy on the outside…
Cadillac's stylists have done a fine job of re-clothing GM's front-drive Epsilon platform, which the BLS shares with the Saab and the Opel Vectra. The aesthetic influence of the larger, chisel-edged CTS is immediately apparent and U.S. enthusiasts would instantly recognize it as a Caddy. The vertically stacked headlights, cheese-grater grille and central "spine" are present and correct, and so are the stylized taillamps.
But the BLS's lines are also softer and more curvaceous than those of the CTS, in line with European tastes. It's less likely to polarize opinion than its big brother, and the styling is unlikely to offend customers who might otherwise have chosen a 3 Series or an Audi A4.
…but not on the inside
Having worked so hard to hone an "authentic" exterior, Cadillac's stylists appear to have given up on the cabin. The distinctive style of the rest of the Caddy range has been eschewed in favor of a bland cockpit that could have been plucked from any Euro-box. There's nothing particularly wrong with it — the quality of the plastics is good, there's plenty of kit and everything's sensibly laid out — but it's utterly devoid of flair. Given that the BLS seeks to appeal by being different, this is a major oversight.
Cabin space is also a worry. The front seats — pinched from Saab — are exceptionally comfortable, but those behind must cope with a paucity of legroom and headroom. It might be big enough for skinny Parisians, but burger-munching Texans would soon complain. A 3 Series feels much more capacious.
A diesel Caddy?
Here's something to conjure with: This Cadillac uses a diesel engine that was developed by Fiat for Saab. Such an engine is critical in the European sport compact class, where the majority of people now stop at the black pump. The unit in question is a 1.9-liter common-rail turbodiesel that develops 148 hp and 236 lb-ft of torque. The diesel BLS will accelerate from zero to 62 mph (0-100 km/h) in 9.5 seconds (11 seconds for the automatic) and return an average of 46.3 mpg (39.2 mpg). It's not as smooth as BMW's four-cylinder diesel, but it's competent enough and there's plenty of midrange pull. Our test car was equipped with a six-speed manual gearbox, which offers competent if slightly long-winded shifts.
Two turbocharged, Saab-sourced 2.0-liter petrol engines are also offered, boasting 173 hp and 208 hp, respectively, but these were unavailable for test. Topping the range is a 2.8-liter V6 turbo with 252 hp and 262 pound-feet of torque. This car is rapid — equipped with a six-speed automatic, it will sprint from 0-62 mph in 7.5 seconds and reach 152 mph — and would be the model most likely to appeal to the U.S. market.
In Europe, though, the V6 will be a slow seller. Its average consumption of 26.2 mpg makes it an expensive choice in countries where gas costs the equivalent of $6.50 per U.S. gallon. The front-wheel-drive setup also struggles to cope with the power — torque-steer is a major problem under hard acceleration. Few people are likely to swap their BMW 330i for the BLS V6.
Mediocre dynamics
The BLS shares its suspension hardware — MacPherson struts at the front and four links at the rear — with the 9-3, but it's been extensively retuned. Caddy's marketing boffins reckon that it combines agility with a comfortable ride, but anyone expecting BMW levels of driver interaction will be disappointed. The BLS rides nicely, but the keen body control and sensual feedback of the 3 Series is missing. The steering is utterly devoid of feel, denying the driver the confidence to place the car accurately on the road. On Europe's ever-twisting blacktop, such feedback is crucial. Similarly, the brakes are effective but no more.
Priced to sell
Cadillac has priced the BLS around 5-10 percent lower than its main rivals from BMW, Mercedes and Audi. In the U.K., it costs from £20,750 ($36,350) to £32,398 ($56,800) and the company is hoping to appeal to management types who've grown bored of the ubiquitous 3 Series and might otherwise have chosen a Jaguar, Volvo or Lexus.
It will be a tough sell. The BLS is adequate, but far from groundbreaking and in such a competitive market, mere competency is not enough. Nor is it sufficiently different to its rivals to warrant special attention. It might wear a Cadillac badge, but the BLS feels like what it is — a half-hearted car built on a budget to soak up some excess capacity. This is a strange and disappointing way to treat a famous brand. U.S. buyers should not feel like they're missing out.
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