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When Cadillac Was King

I recently spent a weekend at the Cadillac-LaSalle Club's Grand National 2006 Convention in Orange, California. A century of Cadillac history was on display with cars ranging from a 1907 Brass Era Cadillac M Victoria Touring to a 2007 Cadillac XLR. The Cadillacs were displayed in chronological order making it easy to walk through Cadillac history.

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Bright turquoise 1939 V16 Cadillac Coupe shown by Rick Ziegler of Beverly Hills, CA.

I grew up in Detroit when Cadillac was king. Oh yes, the wealthy also drove Packards and Lincolns, but Cadillac outsold both by a very substantial margin. Back then, the car you drove told much about your social status. Working people drove Chevrolets, middle managers and small businessmen moved up to Pontiacs and Oldsmobiles. Those with money, but whom didn't want to show it, opted for Buicks. For example, Buicks were popular with doctors. This brand hierarchy was exactly as planned by General Motors legendary president and chairman, Alfred P. Sloan.

Cadillac earned its place as king of the hill through quality built cars and technology innovation. Founded in 1902 by Henry Leland, Cadillac was offering four-cylinder engine cars that could hit 50 mph by 1905. In 1908, Cadillac earned a coveted Dewar Trophy from Royal Automobile Club of England for achieving perfect interchangeability of parts. Prior to this, vehicle parts were still individually hand fitted. Standardization allowed the modern assembly line and Cadillac rightfully earned the title, "Standard of the World." In 1909, Cadillac became part of the GM empire, and Leland left in 1917 and founded another upscale marque, Lincoln.

Cadillac's first hardtop, the 1949 Coupe DeVille.

In 1912, Cadillac, though the efforts of automotive genius, Charles 'Boss' Kettering, changed the course of automotive history with the introduction of the electric starter. Electric and steam powered cars were now out of the picture. The 1912 Cadillac also featured electric lighting and ignition system.


Cadillac offered its first V8 in 1915 and has offered V8s ever since. In the 1930s, Cadillacs were also powered by V12 and V16 engines. In 1949, Cadillac as well as Oldsmobile were the first to offer modern, 'high compression,' overhead valve V8 engines. The 1967 Eldorado was the first front-wheel-drive car to use a large V8 engine. The 1981 V8-6-4 engine was a 'before its time' predecessor of the variable displacement engines now used by GM, DaimlerChrysler and Honda.

Cadillac won the tailfin wars with the 1959 models.

Cadillac has also been a leader in styling, convenience and safety. In 1910, Cadillac was the first manufacturer to offer closed bodies as standard equipment. The 1927 LaSalle, Cadillac's lower priced line, was the first car to be designed by a stylist, Harley Earl. The 1938 60 Special series brought a new era in styling. The tailfin was first seen on the 1948 Cadillac, and soon almost every automaker was trying to outdo the others with more outrageous fins. Cadillac undoubtedly won with the 1959 model. The 1949 Cadillac Coupe DeVille, along with the Buick Riviera and Oldsmobile Holiday, introduced another very popular styling trend, the hardtop convertible.

Cadillac was one of first - and often the first -- automaker to offer new technology like synchromesh transmissions, security plate glass and chrome plating. The list goes on with items like cruise control, automatic climate control, tilt and telescoping steering wheels, and twilight sentinel automatic headlight dimming. The limited edition 1957-58 Eldorado Brougham featured air suspension, memory seat, automatic electric door locks, transistor radio, a brushed stainless steel roof and low profile tires. Track Master computerized skid control braking system option debuted on 1970 Eldorados. A driver and passenger Air Cushion Restraint system, or air bags, were available on all Cadillacs starting in 1974.

First front-wheel-drive personal luxury car, the 1967 Cadillac Eldorado.

Cadillac also pioneered electronics, at least on American cars. Analog electronic fuel injection was available on 1975 Cadillacs. In 1978, the Trip Computer option incorporated the first on-board microprocessor. Digital fuel injection and On-Board Diagnostics came in 1980, four-wheel, anti-lock brakes appeared on 1986 models and Traction Control came in 1989.

The last quarter of the 20th century was not kind to Cadillac, or for that matter most American automakers. The Japanese outperformed them when it came to build quality, fuel economy, reliability and value. The Germans lead with luxury and performance. Cadillac's image suffered as was ultimately viewed as an "old folk's" car. Fortunately, Cadillac is on the comeback with some great cars with unique style and good performance. However, the competition in the luxury field is extremely tough. Regaining the "Standard of World" title will be difficult, if not impossible.