Cadillac has resisted the trend towards producing "retro" models such as the revived Ford Thunderbird or the VW New Beetle. It has instead pressed ahead with a new design philosophy for the 21st century called "art and science" which it says "incorporates sharp, sheer forms and crisp edges — a form vocabulary that expresses bold, high-technology design and invokes the technology used to design it." This new design language spread from the original CTS across the line all the way up to the XLR roadster. Cadillac's model line-up mostly includes rear- and all-wheel-drive sedans, roadsters, crossovers and SUVs. The only exceptions are the front-wheel drive Cadillac BLS (which is not sold in North America) and the Cadillac DTS. Many of these actively compete with respected high-end luxury cars produced by German and Japanese manufacturers. The flagship of these efforts is the second-generation CTS-V, which is a direct competitor to the vaunted BMW M5.[citation needed] An automatic version of the CTS-V lapped the Nürburgring in 7:59.32, at the time a record for production sedans.
Despite Cadillac's re-invention, little work has been done with the Cadillac brand torwards the end of the decade due to GM's bankruptcy. A range topper based off the Cadillac Sixteen had been cancelled along with the Northstar engine replacement. With the STS and DTS scheduled to end production, Cadillac would be left without a proper range topper. A small RWD sedan was in the works but reports suggested it would move to the Epsilon II platform and position below the CTS range. However, Cadillac did commence with the second generation SRX in 2009. The SRX is now based on the Theta Premium platform and is offered in either FWD or AWD.
Reports suggested the Escalade would move the Lambda platform in 2014 but it has since been revealed the Escalade will continue on its body-on-frame architecture with a redesign in 2013. A Lambda-based Cadillac will join the line to complement the next Escalade, which could possibly cost more than the current model. Cadillac showcased the XTS Platinum concept in 2010 and announced intentions to build the FWD/AWD sedan on the Super Epsilon platform. Also, in late 2009, GM announced the upcoming 3-Series competitor, the ATS, will go into production on the RWD/AWD Alpha platform in 2013. Reports have surfaced that GM had green lighted not only a Zeta based 7-Series competitor, but another Zeta based full-size based on the Sixteen concept. The reports suggest the latter will carry a price tag of as much as $125,000 and will be positioned as Cadillac's halo. It has also been revealed the next CTS, scheduled for 2013, will move to a long wheelbase version of the upcoming Alpha platform. It is expected to grow in size and price and lose its coupe and wagon options. With that said, this would leave Cadillac with a full range of vehicles by the mid 2010's.
Cadillac through the years has became an icon of American success and the American dream. Today that is no different with Cadillac introducing new models such as the CTS-V, which is the world's fastest production sedan and many other world class vehicles. From the 1950's with the iconic Cadillac Eldorado, Cadillac has reflected the American's brashness and absurdity in vehicle design. Many car like the CTS Coupe's exterior design proportions can usually only be found in concept vehicles. Further reflecting American times and specially in the 1980's & 1990's Cadillac was regarded as a subpar compared to the likes of Mercedes, BMW, and Lexus. As American culture changed in the 21st century Cadillac style and exterior design changed, in what the company called art and science design. The Reflection of Cadillac's art and science can be seen in such concepts as the Sixteen and the Converj. The style can even be seen in such production vehicles such as the Cadillac CTS and 2010 Cadillac SRX.
