"Cimarron, by Cadillac"
Look! Up in the sky! It's Sunbird! It's too plain! No, it's Cimarron! (Roll theme music)
On May 21, 1981, one of the biggest "You've got to be kidding me!" moves in automotive history was made when General Motors' Cadillac Division rolled out this generic economy car to an unenthusiastic, not-so gullible press corps and public. Essentially a rebodied Chevrolet Cavalier, even today the Cimarron evinces grimaces from Cadillac faithful.
Cadillac expected sales of 75,000 Cimarrons in the car's first year; instead, only 25,968 sold. In 1988, the last year of the Cimarron, the sales had dropped to 6,454. The first two years of the Cimarron's existence, the Division was so ashamed of the car that the car was called "Cimarron, by Cadillac", not Cadillac Cimarron. This drove home the fact that the car was a Caddy by name only--which, of course, everybody already knew. Anybody who doubted that the Cimarron and Cavalier were siblings had only to look at the two cars. For example, compare the Cimarron at right to the junky Cavalier immediately below.
The car officially became the Cadillac Cimarron in 1983 after rightfully earning the nickname "Cadvalier." Cadillac's unmet expectations should have banished these product planners into the Phantom Zone until they could have made a car worthy of the Cadillac crest.
This is perhaps the worst and most cynical example of automotive rebadging. Cadillac marketed the Cimarron as part of its "Standard of the World," but the Cimarron's only differences from the other GM "J" cars (Chevy Cavalier, Buick Skyhawk, Oldsmobile Firenza, Pontiac J2000/Sunbird) were Cadillac badges, nicer seats, dressier door panels, and a shock absorber system to help keep the drivetrain from dancing around inside the engine bay. To enjoy Earth's yellow sun, an optional "Astroroof" was available exclusively to Cimarron buyers.
Obviously a reject from the planet Krapton, the Cimarron's mild-mannered approach to everything automotive included an anemic 88-horsepower, 2.0-liter, 4-cylinder engine with a 4-speed manual transmission standard. To further slow you down, a 3-speed slushbox cost extra (Extra?!?!). Cadillac had not offered a 4-cylinder since 1914, nor a clutch in more than 30 years. The 120-horsepower, 2.8-liter V-6 became available in 1985, then was made standard in 1987.
The Cimarron was virtually identical to GM's other J cars, but its Planet Bizarro pricing was roughly twice that of any of the other "J" cars that had the same equipment. During development, GM President Pete Estes had warned Cadillac General Manager Ed Kennard, "Ed, you don't have time to turn a "J" car into a Cadillac."
The poor little car got a freshening in 1983, but it was too little, too late. Like the Fiero around that time, the car's reputation had already set--it was doomed. Cadillac changed the front and rear fascias and tried to tighten the suspension up to European standards, but who cared? The car eventually became such a standard of the world for what not to do that, according to Car and Driver, Cadillac Product Director John Howell had a picture of the Cimarron on a wall that said, "Lest we forget."
I have only driven a Cimarron once. We had some very nice neighbors that were in the auto recycling business who frequently attended auto auctions, so we never knew what they might bring home. The Mr. bought the Mrs. a light yellow Cimarron, and they were kind enough to let me take it for a spin. I said, "Nice!" and grinned as best as I could to not let them know that I knew what a farce this vehicle was.
Other than soft, comfy seats, this thing had every grunt, groan, and yelp that a car costing half its price would have ... hardly a Fortress of Solitude. The gauges looked very similar to those in a Chevette, the engine always sounded like it was in the next higher gear way too soon, and it drove like a cheap, early-production front-wheel-drive car. Imagine that. It didn't have enough power to pull a hat off of your head, the steering was very loosey-goosey, and the brakes required planning light years ahead to be effective. Yes, it was a used car, but there was still no feeling of quality in anything this car did.
The only thing faster than a speeding bullet on these cars was their depreciation. Many Cadillac owners, after buying these cars, never returned.
--That Car Guy (Chuck)
The car at the top is a Cimarron; the lower one is a Cavalier. Thanks to David Colborne for finding the brochure image to match the Cavalier view!
JAFO on January 07, 2010 at 02:24 PM
My mom bought a 1983 Cimarron right off the showroom floor and it now sits in my garage as I wonder if I should put it on Ebay or put a cover on it. Pale yellow with the big Cadillac grill and pretty good shape for a 27 year old car. Needs a rear bumper cap and a couple of switches but very nice shape. What do you think?
JHaml100@aol.com
joe p on February 12, 2010 at 08:35 PM
I need tail lights for my 88 cimmeron. does anyone have any or where can i find them? josephpelletieri@yahoo.com
tomm on June 16, 2010 at 12:36 PM
Cadillac dealers demanded a small car after the 1979 oil crisis. So, in spring 1980, GM announced that in 1981, Cadillac will 'bring out get a small car called Petite'. Was all over the news and some were saying 'It's about time'. But, we know what really happened.
By 1989, there was a good supply of used Cimmy's, they were popular in low income areas as a status symbol. By 1990s, they cost the same as a used Cavalier, so why not?
DV on August 08, 2010 at 06:58 AM
A derivative of any car- whether it's luxury, performance, crossover, etc- really only confirms how good or bad the basic platform really is, and the Cimarron did that, confirming how crap the J-Body was. This was just one of many things that caused Cadillac to fall into the gutter from its high perch in the automotive world. The Oldsmobile diesel, the V8-6-4 (a good idea before the technology was ready), and perhaps even worse the HT4100, an engine stupidly designed and so bad that it made some other GM engines at the time look good! Even Cadillac admitted as much, so its lone RWD car by then (the Fleetwood Brougham) would have Chevy or Olds engines.
The reason the Cimarron looked too much like the Cavalier, was because Cadillac opted late into the global J-Body program. Also consider that by then, GM's offerings in Europe and Australia were much better than their domestics.
Let's not forget too that in 1986, Cadillac had a similarly disastrous new model introduction, the new Seville/Eldorado. They looked too much like other GM cars, and sales fell by about 60%. The Toronado and Riviera of the same year were market poison too.
Brett Cannon on January 26, 2011 at 04:16 PM
All in all the Cimarron by itself was not a bad car. It wasn't behind the times technologically speaking when it was new. It was pure gravy profit in Cadillac's pocketbook, it helped Cadillac meet the CAFE standards put into effect in the early 1980s, and it was a decent looking car (1984-1988)compared to many of its rivals. Yes the car was a shock to the average Cadillac buyer, but remember the times. 1981. Unemployment was double digits. Inflation was out of control, everybody was tring to get their hands on a small fuel efficent car. Yes, everyone, unless they had their head up their ass.
If the company would have waited 2 or 3 years to introduce the car with the 6 cylinder standard the Cimarron nameplate might still be with us. Just remember the times the car was introduced, and that Cadillac had many bigger blunders during the 1980s. The V864 engine which lasted 1 year that created many lawsuits, i dont remember the Cimarron generating any such lawsuits. The 4100 engine which EVERY Cadillac mechanic will tell you to stay away from. The 1986 downsizing of the Seville/Eldorado in which sales fell 2/3rds of their previous levels. The Cimarron averaged 20,000 cars a year except for its last year when they pulled the plug on the little car.
Sherrell Wright on April 19, 2011 at 09:42 AM
for years now I think about the 30,000 mile Cimarron Cadillac that I purchased from a Cadillac Dealer in Jackson, MS. The salesman was pleased at my purchase and never indicated to me that this car wasn't just great. And in my ignorance of the common verdict concerning the Cimarron I drove this delightful little car many many miles and enjoyed the ease of driving, parking and the space in the interior as I am a long legged woman who appreciated the leg room. When I was divorced my husband asked to buy the Cimarron from me and I agreed since I was looking at a faster, zippier car for my new single status. You guys know how that goes! Well, to make a long story even longer I will say that I have regretted not keeping that little car because only after it was sold to him did I really miss the convenience of it and I still think about it today. It was the best car I ever owned. So, Yea Cadillac you didn;t do as bad as some people think you did.