Is Toyota The Most Unappreciated Brand Right Now?

For almost 17 years after Toyota ceased production of the Supra, the Japanese brand that once captured the attentions of younger consumers by offering more affordable sports cars became known as the most boring brand in the country. The stark difference from the 90’s and 2000’s were apparent as the lineup became primarily geared toward consumer vehicles and looking to the future with the Toyota Prius. It wasn’t until around 2017 that hope was rekindled within the car community, and that there were signs of exciting cars coming on the horizon.

When Scion closed it’s doors, the GT86 and Corolla iM, which is now the Corolla hatchback, joined the Toyota lineup in the United States ushering in a significant change for the brand, not only when it came to performance, but also appearance.

2018 Toyota Camry XSE

This all really begins in the fall of 2017 when the completely redesigned Camry started to hit showrooms across the country. The new XSE V6 trim would offer 301 hp with paddle shifters to go along with an optional two-toned exterior and red leather sports seats. Toyota lowered the roof which widened the interior, increasing shoulder room and giving the Camry more of a sports sedan feel rather than being a mid-size four door family car. Not present on most vehicles in the Toyota lineup, an aggressive black mesh grille added to the sporty appeal, which is something we hadn’t seen in many years. And also hidden in the fine print, an optional 360 degree surround view camera was offered, making the Camry one of the first sedans under $40k to have this feature. So not only is this the beginning of a new age for Toyota when it comes to performance, but technological advancements inside the cabin of their vehicles are slowly becoming present.

2019 Toyota RAV4
2019 Toyota RAV4

Then on the last week of March at the 2018 New York Auto Show, Toyota unveils their redesigned, rugged, and masculine RAV4, immediately drawing attention from automotive journalists. This crossover that was once your average family hauler, now takes on the appearance of a Jeep with square wheel arches but also has subtle design cues taken from Lexus as well. The new RAV4 has received some high praise over the last 6-8 months as some have crowned it the best crossover in it’s segment, which is arguably a very accurate statement when you look at the competitors. What’s setting Toyota and some Japanese automotive brands apart from the rest is that they’re getting creative and edgy with designs, whereas the Americans and even some German brands are becoming far too conservative in a time when innovation and change is being welcomed with open arms.

The RAV4 now looks like it’s the most off-road capable ever in it’s history, and with a variety of different trims like the Adventure and XSE hybrid, fun and higher quality appearances is the theme moving forward. But also, they’re staying relevant during the changes in consumer demands as performance and luxury are two aspects that car buyers want, at least for the foreseeable future.

2019 Toyota Corolla Hatchback
2019 Toyota Corolla Hatchback

A few minutes earlier, the all new Corolla Hatchback was unveiled intriguing many fans of the manual transmission as it’s optional on the 2019 model. While the small 2 liter four cylinder engine that puts out 168 hp and 151 lb ft of torque isn’t exciting many younger drivers, it is however a throwback to the Japanese hatchbacks of the 90’s with a twist of modern features like 18″ alloy wheels, leather trimmed sport seats, and apple car play and Amazon Alexa compatibility on the XSE trim. While the Corolla hatchback may not be the most exciting car that Toyota has added in the last 2-3 years, they’re at least trying to appeal to car enthusiasts of all ages and that deserves some admiration.

This all leads us to 2019 and the new Toyota Supra. Did they really need BMW’s help to bring back the iconic sports car? Absolutely not. In fact, Toyota is more than capable of tackling this project on their own. However from recent history, they collaborated with Subaru to create the GT86, so it’s not really surprising that they’d look to a German manufacturer to produce the 2020 Supra.

Personally, I think Toyota has taken far too much criticism over the last few weeks, and car enthusiasts should take into consideration where this brand was just a mere 5 years ago. Not many people can honestly claim they foresaw the significant changes the brand was going through, and with rumors of a new MR2 and Celica possibly being on the horizon, car lovers should embrace Toyota for what they’re doing in a time when rivals like Ford are getting rid of sedans and hatchbacks.

At the end of the day judgment should be reserved until track tests and real life driving reviews begin to get released by automotive journalists. After we see how the new Supra performs, then criticism, skepticism, and disapproval can be voiced.

2019 Acura RDX – The BMW X3’s Kryptonite

We often resign to popular belief that BMW, Mercedes Benz, and Audi are the kings of everything automotive pertaining to luxury and performance. This then trickles down to consumer behavior where people are only buying certain models because the badge on the front and back may either impress those around them or they perceive those brands to be the best on the market. Near the end of 2018 before getting some time with the redesigned 2019 Acura RDX, I was surprised to find out that this luxury crossover is not only outselling the BMW X3, but its dominated this matchup the last three years.

Lately, there have been many in the industry who feel that German design has become quite reserved, whereas the Japanese are now the risk takers with some very edgy and futuristic front and rear fascias. The Acura RDX is no exception, and in fact for 2019 it’s sporting a more aggressive appearance that’s clearly attracting new buyers. One of the factors that’s playing a role not only in the mid-size crossover segment but others in the luxury market, is that non-German brands are finding new ways to find success that advertising and tradition just can’t achieve in 2019.

Pricing

The Acura RDX finds itself in a great position for a mid-sized luxury crossover, mostly due to the price tag. Starting just over $37k, the RDX sometimes gets compared to the smaller BMW X2 by consumers. This alone could be a reason why Acura’s smallest crossover outperforms the BMW X3 in terms of annual sales, but more importantly it undercuts the X3 when it comes to pricing. Because of this, the RDX finds itself at a competitive advantage because it’s more practical than the X2 and more affordable than the X3.

Fully specced out you can expect a price just under $50k. But it’s the mid-level trim that gets most of the attention as the RDX A-Spec not only comes available with a sporty appearance, but you can option for red leather seats with suede inserts that are honestly one of the most comfortable in it’s class. Paired with Apex Blue or Performance Red paint, the RDX’s road presence will easily turn heads and really stands out.

Performance

For performance, the RDX gets a 2 liter turbocharged four cylinder engine that gets 272 hp and 280 lb ft of torque and is paired with a 10 speed automatic transmission which is all new for 2019. Just like with the Super Handling AWD system which Acura has brought back to the delight of both brand loyalists and journalists, the four cylinder has made a return as it replaces the V6 engine that was offered last generation.

While there’s a slight decrease in horsepower with a smaller engine, torque numbers increased. Acura says the 2019 RDX will go from 0-60 in around 5.7 seconds which is about half a second faster from 2018, but as of right now there is no official data. For drivetrain options, FWD comes standard with AWD being a $2000 option. When it comes to fuel economy, you can expect to receive 21 mpg in the city and 27 mpg on the highway with AWD, and if you choose to go with FWD, fuel efficiency numbers increase very slightly.

Practicality

Despite fuel efficiency being iffy with a combined average of 24 mpg, the RDX is actually rather spacious inside, and with that you’re going to have the ability to carry more items. You’ll find close to 30 cubic ft of cargo room which is an improvement of about 3 cubic ft from last generation and there’s additional compartments under the floor which is great if you have belongings you don’t want people to see and possibly steal. With the seats folded down, the rear cargo volume doubles in size to almost 60 cubic ft, which Acura claims is class leading in this segment of crossovers.

For all passengers in the back, they’re going to get an ample amount of legroom including the fifth passenger in the middle as the floor is flat which will allow that person to stretch their legs a little more than in most crossovers in this segment. Overall, both the driver and passengers are going to be comfortable, and the environment the RDX offers to all occupants makes this crossover perfect for longer road trips.

Final Word

The 2019 Acura RDX may not be German or have a performance package with a bigger engine, but it does offer an alternative to consumers who have no interest in buying a BMW, Mercedes Benz or Audi. Acura does have some weaknesses like its infotainment system that requires 5-10 minutes of learning before getting comfortable using it. Instead of a touchscreen you get a touchpad similar to what you find on any laptop, however there’s no mouse which naturally we’ve become accustomed to, so there’s a lot of guessing early on when trying to click on apps.

If you can get past the learning curve with the infotainment system, the RDX is actually a solid option for crossover buyers in this price range. In 2018 it’s outsold the BMW X3, Mercedes Benz GLC, and Volvo XC60 and that can be attributed to what the RDX offers. All trims from the technology package up receive a list of safety features standard that are optional equipment when configuring models from competitors, it’s spacious and comfortable, and has a classy, yet sporty appearance that’s appealing to look at.

Usually you can say that a German brand has the best model in a particular segment, but Acura has done their best to challenge that narrative and so far has been very successful with the RDX over the last few years. The only question that remains now is, with the X3 getting a much needed facelift, will BMW claim the throne? 2019 is about to get very interesting.

Audi – From Quattro to Class and Luxury

The three major German luxury brands; Mercedes Benz, BMW, and Audi have built a tradition over the last 20-25 years that has resonated with a large percentage of consumers in the United States. Mercedes Benz is “The Best or Nothing”, BMW is “The Ultimate Driving Machine”, but mostly Audi’s only claim to popularity is it’s Quattro AWD system that is certainly needed in the Northeast and other colder regions of the country. This is why year after year, Audi is third in overall sales behind Mercedes Benz and BMW because in warmer climates AWD isn’t necessary.

With it being the holiday season, it’s time for the annual “Season of Audi sales event” where the brand associates their vehicles with cold and snow conditions to advertise the Quattro AWD system. Meanwhile BMW and Mercedes Benz, who lean more towards the luxury and performance aspects of the vehicles in their lineups, have always been looked upon as being the more premium brands out of the three German auto manufacturers. It wouldn’t be a stretch to say that Mercedes Benz has enjoyed many years of having the best interior, while BMW takes pride in their performance. However, as we look to 2019 and beyond, the status quo has significantly changed where Audi has taken great strides in a variety of ways with their updated A6, A7, A8, and all new Q8.

Audi Q8 Interior
Audi Q8 Interior

As mentioned earlier, Quattro was Audi’s main selling point and may still be moving forward, but it’s the redesigned classy and luxurious interior that should get a lot of attention from consumers. Audi’s Virtual Cockpit is without a doubt unrivaled as the 12.3″ digital information display is the most extensive system on the market. Its high resolution in combination with Google Earth being the navigation system that can be your full display in front of you is not found in any rival vehicles.

It’s when you move over to the center console and infotainment system that you realize you’re sitting in a premium luxury vehicle. New for 2019 is dual touch screens. Yes, you read that right. There’s now two touch screens in the A6, A7, A8, and Q8 that I personally haven’t seen in a vehicle since I reviewed a 2018 Range Rover Velar. The primary screen is where your radio controls, car settings, and navigation system will be, while the secondary screen controls your dual zone climate control, heated and ventilated front seats, and also is where you’ll find the buttons for your drive mode selector.

For the most part, Audi never really had complex infotainment systems in the past, and overall the interiors were rather simplistic compared to Mercedes Benz. Now it’s a completely different story where you could make the argument that Audi is at least second in the most comfortable interior category as their changes overshadow Mercedes Benz’s minor facelift inside.

With winter essentially already here, it’s that time of year when you’re getting out of work at 4:30 or 5pm and the temperature reads 20 degrees, the sun is already down, and there’s traffic for miles. This is where a luxury car becomes a very welcoming sight. What Audi has done for their 2019 models is make a driving environment that’s not only comfortable, but also luxurious to the point that you’ll find yourself not wanting to let go of the steering wheel. The interior is what you expect from a $60k+ vehicle and the major upgrades that Audi implemented into their cars is going to make waves when consumers visit auto shows this winter. For me personally, I find that Mercedes Benz’s minor touchups pale in comparison to their German rival, and if Audi continues to progress in luxury and class Mercedes may longer be looked at as being the benchmark for first class comfort.

A new decade that is quickly approaching has already made car brands think futuristic. The amount of technological advances, along with the continuously added comfort features are ready to meet and pamper consumers in the 2020’s. Audi is taking a big step forward, and at the very least, has made strides to be on par with Mercedes Benz and BMW. The future for the German auto manufacturers is setting up to be fun, and the new era that awaits us will change how we define luxury and class.

2019 Lincoln Nautilus – Is This The Revival of American Luxury?

For the better part of the last 20 years or so, American luxury car brands have been on the ropes due to the emergence and dominance of European luxury sedans and crossovers. To try appealing to the remaining consumer base that’s been on the fence of whether to choose a German brand over manufacturers from Detroit, companies like Cadillac have tried their best to impersonate European styling and driving feel, but continue to fall short as Americans still gravitate towards Audi, BMW, and Mercedes Benz. Lincoln however, is on a mission to change that by going back to their roots and provide drivers with a luxury feel only Americans can offer.

The all new Lincoln Nautilus, which has replaced the MKX in the lineup, not only brings back American tradition by having an actual name rather than a combination of letters, but also offers a premium feel both inside and out. As we all know Lincoln is owned by Ford, which has really been a thorn in the side of the company because prior to the last few years, nothing really distinguished their vehicles form Ford’s lineup. The current MKZ is a rebadged Fusion with a different body style, just like the Lincoln Town Car was a more luxurious Ford Crown Vic. But believe it or not, the Nautilus is built on the same platform as the Ford Edge, yet even after 10 minutes of looking at it, there’s very few subtle design elements that you could potentially see the appearance of an Edge before you’re forcing yourself to see what’s not there.

For performance, you’ll have a choice between a two liter four cylinder engine, or the 2.7L twin-turbocharged V6 that’s found in the Edge ST that will get 335 hp and 380 lb ft of torque. New for 2019 is the 8-speed automatic transmission that replaces the six speed automatic found in 2018 models of the MKX. There’s also two different drivetrain options available, with front wheel drive coming standard and the ability to upgrade to all-wheel drive. Fuel economy will differ depending on which engine you choose, as the V6 will get 17 mpg in the city and 24 mpg on the highway.

There’s three trims available for the 2019 Nautilus: Select, Reserve, and Black Label. Going with the Black Label trim will offer over-the-top, but definitely welcoming luxury features and touches that many in the industry rave about. Inside you’re greeted by Venetian leather seats with three different themes to choose from that change the interior color combinations. These seats will be heated and ventilated, and as part of the climate package, a heated steering wheel and heated rear seats will also be included. You’ll enjoy the music being played on the radio as the Black Label gets the upgraded 19 speaker Revel Ultima Sound System that’s been praised by many automotive YouTubers for providing crisp audio.

The Nautilus isn’t just luxurious, but also provides a good amount of safety features. Optional is a 360 degree top view camera that’s becoming common on all new vehicles in this segment. This camera, along with front parking sensors and enhanced active park assist make up the Technology Package. As part of the Driver Assistance Package, more safety features are added that include adaptive cruise control with stop and go and lane centering, adaptive steering, and a collision mitigation system.

Besides some of the technology features that are available on the Ford Edge, the only aspect of this vehicle that resembles Ford products is the center console. Same design that you’ll find inside an Edge, with the only difference being that there’s no rotary dial to select gears, and instead you’ll have push buttons next to the infotainment system. Speaking of that infotainment system, the Nautilus gets Ford’s Sync 3 System which includes voice activated navigation along with Apple CarPlay and Android Auto. There will also be a compartment for your smartphone that includes a wireless phone charging pad, which is all being offered on the Edge.

Overall, the Nautilus is a step in the right direction for an automotive brand that has to compete with the likes of Mercedes Benz, Audi, and BMW. What I like about this crossover is that the designers masked this vehicle to limit how much influence Ford has on Lincoln, which should draw in consumers who want to stand out from the German crossovers on the road.

At the end of the day what’s standing in the way of the Nautilus is marketing and brand image. If Lincoln tries appealing to middle-aged adults and steers further away from consumers on the edge of retirement, the Nautilus can certainly find a niche customer base and find success in this very competitive segment.

2019 Volvo S60 – A Redesign Ready to Challenge the Germans

Since the mid 90’s, BMW, Audi, and Mercedes Benz have enjoyed two decades of dominance in the luxury sedan segment after toppling the American automotive giants based in Michigan. What has seemed to be an unstoppable force is now ripe for the picking as we get closer to 2020. In recent years, German automakers have put a lot of emphasis on their crossovers and trying to one up each other with every new model they release. Meanwhile, scattered across the European continent, Volvo, Alfa Romeo, Maserati, and Jaguar have made strides in the US, but only Volvo has taken the initiative to go all in and take on the Germans singlehandedly.

Volvo’s all new lineup is just about ready to be completed with the redesigned S60/V60 hitting the market later this year. The XC40, XC60, and XC90 are positioned perfectly to compete in all segments of the crossover market, while the S90/V90 flagship brings Swedish luxury and design to German dominated full-sized sedan and wagon segments. But it’s the S60 that’s going to be a significant competitor; one that will certainly make consumers very conflicted on whether to buy a BMW 3 Series, or go with a Swedish car instead of being mainstream.

Having seen the new S60 in person at Larz Anderson Auto Museum in Brookline, MA during Swedish Car Day, my initial impression is that this car is purposely built to rival any compact to mid-sized sedan Audi, Mercedes Benz, and BMW have to offer. With a starting price just under $36k, the standard equipment on the S60 should already draw interest by consumers. LED headlights, a panoramic moonroof, Apple CarPlay and Android Auto compatibility, an 8″ digital information display, and dual zone climate control are the highlighted features on a “base model” S60 T5 Momentum.

If 250 hp isn’t enough, you can option for a T6 with AWD that gets 316 hp and 295 lb. ft. of torque for an additional $4,500. Optional features that are also available on the T5 include: 19″ alloy wheels, exterior styling kits that give the S60 a more sporty appearance with a different rear diffuser and slightly aggressive side skirts, and a multimedia package that adds a 12.3″ digital instrument cluster, a Harman Kardon Premium Audio system, and a navigation system. Volvo has built a brand on safety, and it shouldn’t be surprising that additional safety technology such as blind spot detection, rear cross traffic alert, and a 360 degree birds eye view camera are available as well.

For the Inscription and R-Design trims an all new T8 plug-in hybrid engine is going to make the S60 one stealthy performance sedan on the road. 400 hp and 495 lb. ft. of torque will leave fellow motorists bewildered and speechless as Volvo’s aren’t known for their quick 0-60 accelerations. For this type of performance you’re looking at a price tag around $55k which is in line with the Audi S4.

Where the Volvo S60 is really going to excel at is right around the $40k price range. To put this into perspective, the base price for the S60 would get you a BMW 320i xDrive sedan, a front wheel drive Audi A3 and A4, or a CLA 250 4MATIC. The standard equipment alone puts Volvo at an advantage, and if you went with a T5 engine, you’d have the additional $4,500 to spend on packages before you reach the price of an entry level C300 and BMW 328i. When doing a quick comparison, the Audi A4 would probably be the closest competitor to the S60 at this price range which offers some similar features. You could probably make a case for the A3 to be in this conversation, but then we’d be comparing a compact sedan with an S60 that is the A4’s Swedish counterpart.

The S60 is priced to succeed in a segment that gets little to no attention. While the Germans have been set in their ways, Volvo made crucial changes that will immediately turn heads. Geely did the best they could with the remains of the Ford DNA in Volvo vehicles, and now that these models are built on their platform, Volvo can attract a new generation to a brand that’s appealed to older consumers for decades.

At the end of the day Volvo has been a feel-good story. From being on the ropes a few years ago to now producing classy and luxurious vehicles, the Swedish automaker hasn’t even hit the ceiling of potential. There’s plenty of excitement surrounding the brand, and with the redesigned S60, 2019 could be a very good year for Volvo.

Maserati Levante S – A Fun Crossover That Gets No Love

It appears the cool thing to do in 2018, or really ever since the Maserati Ghibli and Levante hit showrooms, is to find a way to critique or bash the vehicles for interior and overall design quality. While I have reviewed a 2014 Ghibli in the past and was disappointed after years of building an expectation that never met reality, I can honestly say that is not the case for the Maserati Levante. In fact, I’m going to argue that it’s the complete opposite, especially for the 2018 model year. I can already see the eye rolls, but the Levante is one vehicle that you have to test drive and experience for yourself, rather than just parroting what a car reviewer is spewing on YouTube.

When the Levante hit the market back in 2016, there were a few flaws that would later be corrected. One being for the base model that front and rear parking sensors did not come standard, which was one major complaint especially when you’re paying more than $70k for a luxury crossover. Next would be that if you wanted to shift into reverse, the Levante would refuse to do so, and instead would shift into drive or park. This is something I didn’t encounter during my time with the 2018 model, and speaking of the current model year, front and rear parking sensors do come standard for all trims of the Levante.

Having read and watched many reviews prior to spending time with the sports crossover, there was a level of low expectations, and in the back of my mind I’m thinking this might turn out to be the Ghibli all over again. The minute I stepped inside and put the Levante in sport mode, that’s when everything changed. To drive a crossover that not only sounded like a sports car, but handled and drove like a luxury crossover immediately put a smile on my face. Where critics do give the Levante favorable ratings is the driving experience, and for good reason as your time behind the wheel isn’t boring and mundane like other vehicles in this segment.

The Levante I was testing was a fully specced $106k S GranLusso that came with Zegna silk and leather seats. They were some of the most comfortable bucket seats I’ve ever sat in, which certainly helped make the drive memorable. For a larger crossover, the Levante handled impressively well, and in tighter corners felt glued to the roads with very little, if any body roll. The gear shifts were almost instantaneous when using the paddle shifters, and for the first time, a test drive in a crossover was actually fun.

Obviously being an FCA product, the same infotainment system that can be found in a Chrysler was in the Levante. What I’ve never really understood was why this was that big of a problem, as Apple Car Play and Android Auto are offered, you get navigation, and you’ll also receive Sirius XM Radio and Travel Link. The one valid critique is that to access the heated and ventilated front seats there’s no button in the center console and instead to turn that feature on and off you have to use the touchscreen.

The smaller touches that can be seen in Dodge products is another problem most people have with the vehicle, but it’s something you begin to overlook when getting behind the wheel. That’s where Maserati may have the edge on competitors. The driving experience is nothing like other luxury crossovers from German automakers because you feel more engaged, and when the valves open in sport mode it will be irresistible to just drop a gear and leave the car that’s in the rearview mirror far behind you. The V6 engine that comes with 424 hp is going to surprise a few of your fellow commuters, and whether you want to have fun or go for a leisurely cruise on backroads, the different driving modes are suitable for either style of driving.

Pricing is one of the larger issues consumers have with the Levante, which is certainly a valid point. As a certified pre-owned crossover after the initial hit of the depreciation, the Levante then becomes a potential sought after vehicle that could be the better option for buyers in this segment.

Overall, Maserati’s first crossover isn’t a bad vehicle. Does it have flaws? Absolutely, but it’s nowhere near disappointing and if you can deal with the FCA infotainment system, you’re going to have one of the best sounding crossovers on the road today.

Here’s the full review for the 2018 Maserati Levante S GranLusso. Is it worth the price and a vehicle that should garner more respect in the automotive community? That’s up to the consumer and the individual.

The BMW E39 5 Series – A Car That Changed The Automotive World Forever

It’s 1996 and you’re sitting in your living room watching the Olympics. During a commercial break, BMW’s award winning commercial for their redesigned BMW 5 Series shows the streets of New York City flooded with water, but most notably boats floating up and down city streets with the E39 540i navigating its way trough maritime traffic. It’s possible that at this point in time, the viewers who saw this commercial that summer had no idea of the ramifications the 5 Series would have on the automotive industry, while also ushering in an era of European luxury cars dominating the market.

Before dissecting this commercial and then fast forwarding to the present day, 1996 was a year of transition for the American auto market. Japanese manufacturers like Toyota and Honda are continuing to grab market share away from Ford, GM, and Chrysler due to their cheaper and practical cars, which is creating a seismic shift in consumer behavior as even in the mid 90’s, Americans were still loyal to auto manufacturers based in Detroit. As history tells us 20 years later, this transition will continue at a rapid pace leading to Toyota and Honda becoming prominent brands in the US Market.

It’s in this same year that BMW, Mercedes Benz, and Porsche unleash two seater convertibles: the Z3, SLK Class, and the Boxster. The Z3, already receiving notoriety after being featured in the James Bond movie “GoldenEye”, arrives at BMW showrooms shortly after the release of the movie. The Porsche Boxster will soon play a significant role in the German brand’s emergence in the US, and is just one of the few surprises Porsche is going to release within the next 10 years. The Mercedes Benz SLK is often the forgotten one out of the three, mostly due to the Z3 getting the spotlight, but also by the new millennium the redesigned SL is going to take center stage, overshadowing the SLK’s existence.

However, there’s still one segment Ford and GM own with a tight grip, and that’s the luxury sedan market. Lincoln, Mercury, Cadillac, Oldsmobile, and Chrysler (to an extent) are the old giants that stand in the way, and BMW is ready to accept the challenge with their E39 5 Series.

Back to analyzing the commercial, the boats signify the American luxury cars of the day. We can joke about the modern day Challenger being a boat, but the Lincoln Town Car and Continental, Mercury Grand Marquis, Cadillac Deville and Fleetwood were all bigger cars with boxy exteriors. Seeing the BMW weave through traffic with ease was meant to show it’s maneuverability, and not be a huge car that couldn’t get out of its own way. The last statement made in that commercial was, “Why float through life, when you can drive?”. This would resonate with younger consumers who really had a limited selection of luxury cars to choose from, especially if they didn’t want to drive cars their grandparents and aging parents owned.

The E39 540i/M5 wasn’t just a four door performance car that even today we marvel at, but the E39 in general was a luxury sedan that would reshape the automotive industry forever. In 1996, Mercedes Benz and Audi hadn’t found their way yet, but they too would be emboldened to compete with BMW by the end of the decade. This would then lead us to almost 18 years of competition between the German brands, which eventually dragged Jaguar, Maserati, and Volvo into the mix by 2014. But I’m getting way ahead of myself.

The 540i that was shown in that commercial was priced at $50k, but the 5 Series in 1996 had a base price of around $38k which was right in line with American luxury sedans. While the US economy was very different 22 years ago, the slow progression to European luxury cars dominating the market can easily be attributed to the E39 5 Series, and it was the beginning of bigger and better vehicles from Germany that would continue to put nails in the coffin of American automotive giants that ruled for over 60 years.

BMW E39 540i
BMW E39 540i

Too often we look at the E39 from a performance aspect, and some believe that the Chevrolet SS is the only car since 1996 that most resembles the E39 5 Series. However, when it comes to defining a luxury sedan, that’s where BMW reshaped an entire segment. Luxury cars in the 90’s were boats, much like their predecessors before them. While cars were slowly downsizing, the E39 accelerated the change by not only being smaller than a Lincoln or Cadillac, but also being sporty. If we walk into dealership showrooms today, luxury cars come with optional sports appearance packages and engines putting out impressive horsepower numbers. It wouldn’t be a stretch to go back 20 years and attribute that to the 540i.

Indirectly, the success of the 5 Series kickstarted the beginning of an arms race between the German auto manufacturers which then got the rest of Europe involved by the late 2000’s to early 2010’s. Mercedes Benz and Audi started producing sleek cars to compete against BMW, Jaguar then replaces the S-Type with the XF and later the XE enters showrooms, Maserati releases the Ghibli, Alfa Romeo reemerges in the US with the Giulia, and now under the ownership of Geely, Volvo is ready to be a legitimate threat to German manufacturers with a very impressive redesigned S60.

Jaguar, Maserati, Alfa Romeo, and Volvo were really niche brands, and even today they still are to an extent. I’m not going to downplay the effect crossovers have had on these brands, which is a story for another day as BMW and Mercedes Benz could be the patriarchs of a luxury SUV craze that swept through an entire industry with the X5 and ML Class hitting the market in 1998-1999. However, the E39 has certainly played a role, whether directly or indirectly, in the decision to produce four door sports cars that also have luxury car qualities, and the Audi B9 S4 is the perfect example of that.

At the end of the day, no matter which car you want to pinpoint as the culprit for the modern day four door luxury sedan, the E39 5 Series challenged the status quo, making luxury cool for younger consumers and not just a vehicle for aging Americans 65 and older. The performance side of the 540i/M5 certainly helped grab attention from drivers who wanted an exhilarating and engaging driving experience. This car’s massive impact on the automotive industry shouldn’t be overlooked, and as car enthusiasts who now have a variety of luxury sports sedans to choose from, we owe that to the E39 5 Series.

Cadillac Should Be Focusing On Dodge, Not The Germans

Cadillac’s President, Johan de Nysschen, has been very vocal the past few months after the unveiling of the new Cadillac ATS-V and CTS-V. He believes that the GM luxury brand will compete with the likes of BMW and Mercedes Benz, especially when it comes to performance. But is Nysschen getting too far ahead of himself, especially since the BMW M3/M4 and Mercedes Benz C63 are already on the market? Not only that, but is he also forgetting a domestic rival that hasn’t been part of the discussion when it comes to performance?

Nysschen has been emphasizing performance over luxury when it comes to the ATS-V and CTS-V, essentially stating that this is BMW and Mercedes Benz “fanboys'” worst nightmare. However, by pushing the performance aspect of his two new cars, is he blindly walking into the hands of Dodge? The Charger and Challenger Hellcat could certainly give Cadillac a run for it’s money, especially since they’re all in the same price range, with Dodge offering more horsepower than Cadillac.

Even Cadillac lovers acknowledge that when the debates start firing up between the M3/M4, C63, and the ATS-V/CTS-V, “German car fanboys” revert back to the luxury aspect of their favorite cars. Nysschen is creating a new perception for his company, that Cadillac is no longer the forgotten luxury brand and is now a force to be reckoned with thanks to its performance. But the ambiance that he’s trying to capture might backfire as consumers see Dodge as performance-driven cars, putting Cadillac’s new perception in line with their American counterparts.

The Dodge Charger Hellcat’s starting price is $62,295, while the ATS-V will start at $61,460. The Hellcat has 707 hp and the ATS-V will have a 3.6L twin turbo V-6 supplying 464 hp. While on paper both cars wouldn’t be seen in the same class or market, we are talking about two cars that are in the same price range, both offering performance. Dodge has been forgotten, hidden in the shadows while Nysschen only makes reference to German automakers. A luxury car that offers performance is one thing, but by solely marketing performance, Cadillac is going to find themselves in competition with another American car brand, which wasn’t Nysschen’s intent.

When it comes to cars, American consumers traditionally want performance, power, and speed. Hardcore car enthusiasts on the other hand have always looked across the Atlantic and Pacific for cars that could offer both power and luxury. Cadillac is playing a dangerous game targeting the German car enthusiasts, while they should be trying to acquire American consumers who fully want power. The Dodge Charger and Challenger Hellcat are already satisfying those needs, whereas Cadillac is trying to target two completely different sides of the spectrum.

Cadillac will continue competing against their German rivals, but if they start overlooking the luxury aspect of their new performance luxury cars, they’ll find themselves in the same discussion with Dodge. Nysschen needs to cover all the bases, or the Hellcats will strike with force, putting them into the discussion that they can outperform Cadillacs.

Again, this isn’t Cadillac’s intent, and Dodge shouldn’t even be an afterthought. But when you enter the performance debate, it would be sacrilegious to forget about two muscle cars that are in the same price range, and can offer more horsepower.

Cadillac Will Soon Bow Out Of The Livery Market

A decision by Cadillac that has been long overdue will finally come to fruition as the American luxury car manufacturer will no longer be in the livery market. This comes after reports of the XTS’s lifecycle coming to an end, as this car was to attract the traditional Cadillac buyer. With sales still down, even after some exciting changes and announcements of new models, Cadillac needs to and is in the process of changing the perception the brand has had for many years, which is cars that are geared towards the older, affluent American consumer. By getting out of the livery market, this is one step in the right direction.

Seeing Cadillac’s in funeral processions gives the brand a bad image, especially in the eyes of the younger generations. How can the American automaker compete with their German rivals when 20 and 30 year olds are more interested and attracted to Audi, BMW, and Mercedes Benz? This has been the problem for Cadillac for many years, and by also being a part of GM and having their name thrown into the fire with all the recalls surely hasn’t helped. Since it doesn’t appear Cadillac is leaving GM anytime soon, now is the right time to take on the problems that they can control, and that’s to change the brand’s image entirely. By exiting the livery market and going full throttle into luxury and performance, the American luxury brand can once again compete against other luxury juggernauts.

The new Cadillac ATS-V got a warm reception when it was unveiled, so they need to take advantage and ride the momentum of positive vibes. It’s going to take a while for the changes to take full effect as consumers are not often quick to change perceptions towards brands, but if Cadillac can continue making bold moves and offering quality, luxury, and performance the car buyer wants, we could see a revival in sales.

The one real question at the end of the day however, is will consumers have a positive reaction to Cadillac’s desire to sell RWD cars? That’s still a question that’s up for debate as almost every car manufacturer has either focused on front-wheel drive, 4WD, or AWD drivetrains. Surely Cadillac will still offer 4WD/AWD, but they’re creating a small hurdle for themselves if they do intend on moving forward with plans to manufacture RWD cars, since the average consumer has been fully exposed to AWD capabilities by most auto brands.

What Are Your Thoughts On Cadillac and BMW?

Over the past few weeks Cadillac has become very bold, and rightfully so, with the unveiling of their new ATS-V Coupe. This has lead to a lot of banter on the Internet, with some going as far to say that BMW should be looking in their rearview mirror because Cadillac is catching up with the German luxury car manufacturer. The BMW faithful are defending their favorite cars, while fans of the new Cadillacs are beginning to believe GM’s luxury branch has finally made a comeback in the luxury car market. What do you think? Is Cadillac inching closer behind BMW, or should the people in Munich just laugh at Cadillac’s show of force?

The BMW product line has certainly been extended the past few years, and with the BMW M4, and the highly anticipated four-door BMW 435i Gran Coupe, it doesn’t look like they’re going to give up ground easily. While Cadillac’s newer designs and breath of fresh air is encouraging, can they compete with a luxury brand that seems to be sticking their nose into every market in the automotive world? BMW continues to push their SUV and crossover models, the new 2 series is sure to be a hit with the younger generations, and their 3 and 5 series sedans are still experiencing strong sales figures this year.

What are your thoughts on Cadillac and or BMW? Is Cadillac ready to take the stage? Or do you not like both and prefer an Audi, Mercedes Benz, or maybe even Volvo due to what they’ve been doing lately. The great thing about the automotive world is that it’s constantly evolving. What might be exciting and popular today, might be old news by tomorrow. Right now BMW is still riding on their popularity over the past decade, while Cadillac is trying to revitalize their sluggish sales figures and create a buzz for their cars that hasn’t been seen in years.