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Cadillac Catera

Karl Marx once said, "History repeats itself, first as tragedy, second as farce." He could have been talking about Cadillac.

We've previously told you the tragic tale of the Cadillac Cimarron. A half-baked attempt at badge engineering a small Caddy out of the not-very-good-to-begin-with J-car, the Cimarron lives in infamy as one of GM's most heinous offenses against its own brand equity.

How bad was it? Let's put it this way: one of Cadillac's executives had a picture of a Cimarron prominently placed in the design offices--as a shining example to all of what not to do.

Ignoring that object lesson, Cadillac tried the same trick again fifteen years later, badge-engineering another new small Caddy out of a car from a more pedestrian GM division. The car that resulted when history repeated itself wasn't quite as tragically flawed as the Cimarron, but what seemed like a promising little ride at first glance quickly became a farce involving a duck, a supermodel, a lot of warranty claims, and a doctor on TV.

I'm talking about the Cadillac Catera, introduced in 1997 as "The Caddy that zigs."

The Catera was an attempt by Cadillac to appeal to a younger demographic and move into the performance-luxury segment occupied by Acura, Lexus, BMW, and Mercedes Benz. The starting point for the project was the German-built Opel Omega, a rear-wheel drive sedan riding on a 107-inch wheelbase. The Cadillac engineers based the Catera on the "MV6" version of the Omega, which used a 3.0 liter DOHC V-6 with an unusual 54-degree vee angle. This engine produced 200 horsepower and 192 foot-pounds of torque, and was mated to a computerized 4-speed autobox. To turn the Omega MV6 into a US-spec Caddy, it was given a grille with a Cadillac crest, a new rear fascia, a full compliment of luxury gadgets, slightly softer springs, a little structural stiffening, and a whole lot of sound-deadening insulation.

The end result seemed to be a reasonably competent car. Contemporary reviewers said that the handling was pretty good and the brakes were excellent. Acceleration left a lot to be desired, though: 0-60 took a leisurely 8.9 seconds, as the low-torque V-6 strained against the 3,800-pound curb weight. Car and Driver put it this way: "Like a rookie priest, it's slightly overwhelmed by mass."

On the outside, the styling was, well, pleasant enough; I mean, it wasn't ugly or anything. Unfortunately, it also wasn't particularly distinctive. In transforming the Omega into the Catera, GM had not changed any of the body panels--probably to keep development and tooling costs down. GM styling in the 1990s tended to be boring and generic, but even in those dark days Cadillacs still had some distinctiveness. The circa-1997 De Ville and Seville were no beauty queens, but their styling at least had some continuity with previous years, and they looked more like each other than like anything else in the GM brand portfolio. The Catera's grille was an attempt at giving it a Caddy-like feel, but apart from that it didn't quite look like a member of the Cadillac family.

The Catera did, however, look uncomfortably similar to other, cheaper GM cars. As the Catera was hitting our shores, GM was also selling the N-body family of front-wheel drive cars; the fifth-generation Chevrolet Malibu, fourth-generation Pontiac Grand Am, Oldsmobile Achieva and sixth-generation Cutlass, and the sixth-generation Buick Skylark. The N-bodies rode on a 107.5-inch wheelbase, and their overall dimensions were amazingly close to the Catera's: less than an inch difference in height and width, and either two or four inches' difference in length depending on the particular model. They all had more or less the same profile and proportions, and shared many of the same styling cues, details, and feature lines. The Catera had a very different architecture under the sheetmetal, but if you parked one in the middle of a row of N-bodies, you'd be hard-pressed to pick it out from a hundred yards away.

Despite its GM-generic styling and less-than-thrilling straight line performance, the Catera was at least a decent start at a performance-luxury sedan. It would have made a believable Buick or, with perhaps a little more "excitement" in the engine bay, a plausible Pontiac. But no, GM wanted it to be a Cadillac, and sell it at a Cadillac price ($30-35k), so the question became how to market it as a credible Cadillac.

What GM and their ad agency ultimately decided was that the Catera would be the rebellious, free-spirited Cadillac for nonconformists.

What in the name of Henry Martin Leland were they thinking?

There are cars which have become successful by appealing to a nonconformist, free-spirited mindset. This was how Volkswagen marketed the Beetle in the 1960s, and how Subaru defined its brand in the '70s. Thing is, both VW and Subaru were, at the time, underdogs going up against the Establishment. Traditionally, Cadillac drivers aren't underdogs going up against the Establishment; they are the Establishment. If the notion of an anti-Establishment hippie-granola Cadillac isn't absurd enough, the idea that it was an act of profound individualism to drive a Catera--a plain-vanilla, badge-engineered, styled-by-committee Catera, which looks just like a Malibu costing thousands less--well, that easily crosses into the realm of the delusional. Still, that's what they went with--the ads would present the Catera as the nonconformist "Caddy that zigs."

Then things got really weird.

The point person chosen to deliver the Catera's totally radical anti-Establishment message was . . . a duck. A bright red anthropomorphic cartoon duck.

As Chico Marx once famously asked, "Why a duck?"

I couldn't find an official explanation, but the duck seems to have its origin in the Cadillac crest. The shield in Cadillac's traditional shield-in-a-wreath emblem uses the actual coat of arms of the man the car was named after, Antoine Laumet de La Mothe, sieur de Cadillac, the French nobleman who founded the city of Detroit. In the upper left and lower right quadrants of the shield, there's a trio of black, duck-like birds. The official term for them in heraldry is "merlettes." Merlettes are a symbol of the Holy Trinity, and their presence in the coat of arms indicates that someone in old Antoine's family tree did something brave in one of the Crusades.

In the TV commercials, the cartoon duck would deliver his pitch, and then at the end, when the announcer was reciting the "Caddy that zigs" tagline, the duck would jump into the lower right quadrant of the coat of arms and take the place of the bottom merlette--where, being bright red and facing in the opposite direction, he stood out like a sore thumb. This was presumably intended to symbolize the daring revolutionary spirit of the Catera. Dude, that duck is, like, totally sticking it to The Man!

When the Catera was introduced, GM ran scads of Catera duck commercials on network TV, many of which exhorted you to "lease a Catera"--so much so that "lease a Catera" became more of a catchphrase than "The Caddy that zigs." (More on that a little later.) GM even bought time during Super Bowl XXXI for an elaborate fantasy-themed spot in which the duck played opposite supermodel Cindy Crawford:

The duck also appeared in print ads like the ones seen here. In some of these, the duck was placed in a white space in the middle of three columns of mildly zany text extolling the Catera's virtues. One such ad attributed the Catera's design to "duck logic;" another claimed that "Catera scrambles your preconceptions and turns out to be a whole new omelet."

The duck ads were supposed to be amusing and definitely not intended to be taken seriously. There's nothing wrong with amusing, non-serious car commercials--many of them are very good. The problem is, "amusing" and "not serious" and "duck logic" (whatever the heck that is) are not concepts one traditionally associates with high-dollar luxury cars. As columnist Ian Shoales of the then-newfangled online magazine Salon put it:

"Think about it: 30,000 bucks for a sedan. That's more than what my father paid for a house. To entice me into buying, what do the marketing geniuses dream up? A [expletive deleted] duck....

"If I'm going to shell out that kind of dough for a car (and I'm not about to, even if I could, believe you me), it'll be in exchange for a Mercedes or BMW logo, something classy, not a little cartoon waterfowl."

GM met its first-year sales goal of 25,000 Cateras, but things went downhill from there. By 2000, annual production of Cateras was down to 17,800. The last Catera waddled out of the factory in 2001, and the model is now generally considered to be something of an embarrassing flop.

Why didn't this particular duck take flight? Part of it had to be that the Catera was awfully expensive for something that looked and accelerated more like a fleet-special Chevy than the Standard of the World. Part of it was undoubtedly the cultural dissonance between the smart-aleck duck and Cadillac's traditional highbrow image. The biggest problem was that the Catera had something else in common with the N-body Malibu besides the boring styling--a distressing propensity to break down in expensive and inconvenient ways.

How unreliable was it? Let's put it this way:, a website run by and for Catera owners and fans, describes the car on the masthead of its home page as "The finest car of the 1990's! . . . On the occasions when the Catera actually works." When even the car's die-hard fans admit it has reliability issues, and hold up their repair bills as badges of honor, you know something has gone horribly wrong.

Cadillac replaced the Catera with the CTS, the first car to use Cadillac's "Art and Science" design theme. It's mechanically a much better car and, whether you love or hate the look, there's no danger that anyone will ever mistake an "Art and Science" Caddy for a Chevy!

The CTS was also the first Cadillac to wear the current version of the Cadillac crest. According to official sources, the crest was redesigned to give it a "machine" feel which compliments the high-tech Art and Science look. One change is very noticeable:

The merlettes are gone from the new version. It is widely believed--though no one at GM will admit to it--that the merlettes were deleted out of embarrassment over the failed Catera and its cheeky spokes-duck.

There's one more chapter to the Catera story that I have to relate to you, and it's the most farcical of all. As I mentioned before, the Catera was heavily advertised on prime-time TV, to the point that one couldn't sit in front of the tube for more than fifteen minutes on any give evening without being told to "lease a Catera." The writers and producers of the prime-time medical drama Chicago Hope must have found that amusing--or maybe they just heard the catchphrase too many times. For the show's fourth season, in the fall of 1997, they added a new regular character, a doctor named . . . Lisa Catera!

Cadillac was one of Chicago Hope's regular sponsors, and some were suspicious that Dr. Catera was the fruit of some sneaky product placement deal. These suspicions were seemingly confirmed when the character was given lines of dialogue like, "Sometimes when you can't zig, you gotta zag." However, it really was all just an elaborate joke. In the episode "Cabin Fever," the audience finally got to see Dr. Catera's car, and it wasn't a Cadillac Catera.

It was a Volvo.

Discovering the deeper symbolism behind that (if there is any) is left as an exercise for the reader.

--Cookie the Dog's Owner

The black Catera was photographed by Flickr user leopolean. The blue one is from Flickr user thunder jeno. The forlorn Catera in the junkyard is by Flickr user jeff868_2000. The print ads come from the Cadillac ad collection compiled by Flickr user That Hartford Guy. The ducks/no ducks infographic came from, a website devoted to the study of automobile badges and logos.


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Without question, these were some of GM's darker days, brought on totally by themselves.

The first-year Cateras' power plugs were European sized, therefore too small to charge a cell phone, power a radar detector, or run a fondue machine.

Cadillac was playing around with names and letters at this time also. The Eldorado was available as an ETC (Eldorado Touring Coupe [2 doors]), The Seville as an STS (Seville Touring Sedan [4 doors]), so the Catera would have offered a CTS (Again, a 4-door). When these letters are put together, they spell "Cateracts," hardly an image of youth.

Maybe they zigged when they should have zagged.

Maybe the lesson should be for GM to stop rebadging Opels for America. We saw how well the Saturn L-Series (Opel Vectra) fared. Now we have the launch of the new Buick Regal (Opel Insignia). It seems to draw a lot of parallels to the Catera. Slightly overpriced for the class, overweight, and down on power. A nice car on the surface that will probably get buried in the shuffle. Let's just hope they don't hire Cindy Crawford for the tv ads.

I went to Youtube to check out more Catera awfulness, and there's a grand total of 3 Catera commercials, not including road tests.

Looks like one of Youtube's unwritten laws include not uploading Catera commercials. Maybe they're still fed up with the constant re-runs.

Yeah, I have to admit, the Opel transplants that GM kicked over here over the past twenty years certainly suggest that it was for the best that Opel US was killed off via Buick-led neglect in the '70s. Then again, being affiliated with GM seems to be a death knell for a brand, regardless of where it is. Just ask Isuzu, Suzuki or Daewoo.

Or Hummer, or Oldsmobile, or Pontiac, or Saturn...

I was intrigued by this car. It's domestic, so it should be cheap now. But then I discovered it weighs MORE than my S6 avant (HOW?!?!?!) and has a 4spd automatic. This is why I cannot stand GM. They desire to make a sporty vehicle to compete against BMW, and they come up with an underpowered, FWD, automatic.

What the ****!!!!!!!!!!!!??????????????

Actually, the importance of the Catera to Cadillac was that it was RWD at a time when all other Cadillac's were FWD, the big Fleetwood having disappeared after 1996 so GM could build more trucks, and the Escalade was still two years away.

I believe that Cadillac had figured out by this time that it could not compete with BMW and Mercedes with an all-FWD lineup, but all GM sedans by this time were FWD, and the Zeta chassis that underpins the CTS, STS, and first generation SRX would not appear until 2002. Maybe they could have tried to do something with the F-body platform, but it’s doubtful, and it would have taken much longer, anyway.

The comparison to the Cimarron, I think, is a little unfair. With the Cimarron, Cadillac took one of its bargain-basement Chevys and tried to pass it off as a European sports sedan. For the Catera, GM took its top-of-the-line European sports sedan (and one that was unfamiliar to most Americans) and badged it as a Cadillac. If you going to badge-engineer, by George, this is the way to do it.

As for the marketing, these were the sorry Ron “the Car is the Brand” Zarella years, so there was little “divisional” marketing, and even less good marketing.

Yes, it’s styling was bland and it’s quality questionable, but that applies to just about every GM car at that time. In comparison to the rest of GM’s U.S. lineup, it offered the best combination of ride and handling, and it offered one of highest quality interiors. And, there’s no denying that it laid the groundwork nearly all of Cadillac’s current lineup of cars.

Cookie, it’s funny that you should mention that the Catera with more power would have made a credible Pontiac, as the G8 was a direct Australian descendent of the Omega.

@Shawn – I think if Saturn had left the Vectra alone, it would have done much better. Instead, they took the basic shell, gave it body panels to make it look like the ten-year-old SL, saddled it with a Big Lots interior, then expected people to line up to pay sticker price for it.

One of the last times I reacll seeing a Catera was in 2001-2002.
I was working as a reporter for a local TV station and I was asked to do a quick voice over story on GM donating a car to the local community college's auto shop program.
Well, I was expecting a Oldsmobuick...but to my surprise it was a nearly new Catera.
I asked the local dealer about the car, he claimed to know nothing, it was a GM corporate deal. He said it came from a private owner.
But with 17,000 miles it looked like a lemon law buyback.

The one stipulation to the donation was that never be driven again. So it made its last short journey to the campus on the back of a rollback.
A Ford, IIRC.

My son owned one of these turkeys...and I turned all the wrenches on it. Imagine my surprise when the first major repair had to be performed because the ignition key wouldn't release from the cylinder on the steering column. $600 in parts later, it was back on the road. Then, the oil-water heat exchanger (AKA oil cooler), mounted in the "V" between the cylinder banks, sprung a leak, filling the cooling system with oil. List price on a new oil cooler and seals was about $1,200, but I found an aftermarket source and was able to get it for $300. Many hours were spent cleaning the cooling system, and the repair was relatively simple. I could go on and on, but you get the idea.

Without a doubt one of the worst vehicles I've ever had to maintain, and the parts prices were simply insane - made my BMWs and Porsches look downright economical in comparison.

Whats up with the HUGE WIDE CENTER CONSOLES in today's cars? Keep expanding them, and the console will have a fold-out bed and a kitchen, and the seats will be four inches wide, or maybe no seats.

All the expense and poor reliability of a European car with none of the performance or status. The real killer is the Catera's mass. If it was a featherweight flop, one could at least drop a Chevy V8 under the hood, strip out the interior, and go drag racing. As is, it functions mainly as a source of scrap metal.

A few thoughts about the Catera, and what happened.

The car:

The Catera was an Opel Omega, a car that was quite highly regarded in Europe competing at the lower end of the E-class/5-series segment. And, wonder of wonders, when the Catera came over here it actually drove well. Great seats, competitive interior, nice chassis setup, easy to see out of (unlike, say, the later CTS.)

It was the only car in its class that had a limited-slip diff; at the little marketing autocrosses that automakers were putting on back when they had money, you could forget the 3-series, the 5-series, the Lexus IS, it was the Catera that would always set fast time.

The Catera shared the same styling cues as some other GM product of the era, but there's one fundamental difference - RWD proportions. It had the front wheels out at the front of the car where they belong, not three feet of nose overhang with the windows back at the doors as you see in FWD product. Makes all the difference. was a very different car from what GM mechanics of the time were used to working on. It looks more like an Audi under the hood than a Cadillac, lots of plumbing, and probably twice as much electrical stuff as the typical high-end Detroit product.

And, here's the most fascinating one of all.

In the rest of the world, the British V6 in the Catera had a 30K-mile (48K-km) cam-belt change requirement. GM had already tried selling Saabs in the US with that engine, setting the service interval at 60K I think, and enough engines blew up that GM settled a lawsuit by paying for 30K belt changes for the life of the affected models.

So it's baffling that when GM brought the Catera to the US they made no hardware changes but set the cam-belt replacement at 100K miles. End result lots of Catera engines blown up beyond economical repair at 75K.

Side note: The Catera used a ZF Servotronic steering box, similar to the E38 740i and E39 M5 and later E39 540is, and a wonderful fit in early '60s Ford Galaxies. It's a $1200 part new, but at any given time there's a dozen pages of 75K-mile Catera steering boxes on for under $100 each. I've got two right now.

The Australian Holden Commodore had, since the late '60s, been a crossbreed of bits of Opel Commodore/Omega with US and Australian powertrains. By the late '90s the current Holden was a slightly stretched version of the Omega on which the Catera was based, but with a homegrown front suspension and a tweaked version of the previous-generation Omega rear suspension and a US LS1 V8. Opel borrowed a bunch of the Commodore underbits and did an Omega V8 with the LS1, in 1999 it was tooled for production and the website was up and then GM pulled the plug literally days before launch. Unfortunate but too typical of GM. Lingenfelter got hold of a bunch of the parts, converted a couple Cateras, not sure what happened to them.

The environment:

Detroit had given away the entry-luxury segment to the Germans, and then the Japanese, in the 1980s. The '75 Seville could be excused as a first effort, but the '81 duck-back FWD wobblemobile was a ghastly joke, one followed slavishly by Ford.

The Catera was the first effort to get back into that market that involved competent hardware, the Lincoln LS the second, the hideous and cheap first-gen CTS was (much to my shock) a sales success, and the current CTS the first one that could be considered truly successful.

The Catera was neither a raging success nor a total failure. A stronger brand could have made the car a success, but Cadillac wasn't one then, at least in the pre-AARP set. The marketing was a disaster. "The Caddy That Zigs"? Just use of the term 'Caddy' made it clear these guys didn't realize who they were selling to.

The car was much better than the marketing, and much much better than the dealers asked to sell them. Back in '98 we looked at Cateras in between the Jag XK8 and the 540i; the white-shoed Cadillac saleslizard who wondered why I thought it was a bad idea that all their Cateras had been stripped of their Goodyear RS-As in favor of red-sidwall Vogues sent my wife running to the BMW store as fast as we could get there.

Rob The Audi Guy - The Catera was ~3700lb, maybe 100lb heavier than an E39 528i. Not entirely unreasonable since the Catera was substantially roomier.

The Audi is ~500lb heavier, and it's weight you can feel. I know, I've got one too. Just finished a cam belt job, in fact. Bumper goes back on today. It was on Thursday night but one of the littlecaptive nuts that the bumper bolt screws into stripped out. Aluminum nut. Not really a great place for an aluminum nut.

After I finish my coffee I'll go drill and tap the weld.

Ah, here we are:

Would have been a better car than the first-gen CTS-V, and on the market at a time when E39 M5s were pulling $15K over sticker.

I think Opel management was going through one of their periodic fits of green stupidity at the time, or something.

I just remembered that the shop class I was taking a couple of years ago, there was a Cadillac Catera, also one of those cars that couldn't be legally driven (we had a couple of those).

The only thing I remember my teachers talking about that car was it's 20-something positions power seats. Never worked on it. It was just parked outside.

JEM, where did ya get the info, on the less-than-thrilling first-gen Cadillac CTS quality? I need to know that my Grandfather's isn't the only one that came faulty.

My Dad had a Catera. Thank goodness it had a good warranty. Initially, we read mostly favorable reviews of the car and it seemed as though Caddy was possibly onto something innovative. The salesmen loved it and talked it up as though it was the coming thing and the car did seem to have a lot going for it. But when even employees at the dealership began to disown it, we knew we had made a mistake. It seemed like it was a big deal to get through a month without some new problem springing up. They kept fixing it though. The minute the warranty was up though, my Dad saw the handwriting on the wall and he traded it for a CTS which seemed to be vastly superior car, at least in terms of reliability.

tigerstrypes - all I know about CTS reliability is what I see on the forums, e.g. cadillacforums, and the only first-gen CTS I ever really paid any attention to was the CTS-V, which was (so-so seats and whining diffs aside) a better driver's car than my M5, though not as good a car overall.

What I was referring to about the CTS was that just from touching the materials, looking at how it was made, it was evident that it was built down to a tight price point. I mean, even the Big Germans watch their costs and use crap materials in spots, to save money or because they have to meet EU recycled materials/recyclability requirements, but there were lots of very visible areas where you could just look at or touch the CTS and say 'Okay, the accountants specced that one'.

The headliner that wasn't secured around the sunroof opening.

The Kia Optima-grade seats.

Run your hand across the lower dash and one piece is soft-surface, the next is a hard ABS molding.

The fit of some of the underhood pieces.

Don't get me wrong, it's good to take money out of a car if it can be done without affecting the customer experience. The Chrysler 300 is a great example of this when it comes to material quality - there are corners cut everywhere, but mostly in places not too visible.

GM just went a little too far on the first CTS. I think they looked at Ford's results with the Lincoln LS and decided the LS was too expensive, they needed to get in the showrooms under $30K.

The LS was a spectacularly good design, the platform was better than anything BMW or Merc had at the time. Ford designed it to sell against those brands in Europe as a replacement for the Scorpio/Granada, but after they bought Jag and Volvo they pulled the plug on that idea. It took a long time to get to market, it was too good a car (and too expensive to build) for the average Lincoln shopper, but Reitzle hobbled it (a little cheap on the interior and 40-50HP less than the equivalent-but-less-roomy Jag) to keep it from competing with Jaguar so it was never fully competitive with the Germans either.

And then there were those hideous Mitsubishi Galant slab-of-red taillights...

JEM, yeah, the LS and the Galant looked too similar for comfort. Confused me when I was a kid.

A couple disgruntling things about the family's CTS:

-The rear window UNGLUED itself as if it was a Lumina's. Filled the whole cabin with moisture and mildew. We still haven't been able to fully clean it.

- The air conditioning vents at the bottom let water in.

- BARE CAST IRON power seat tracks?! That rust hasn't come off the carpets

-Scratch-able/peel-able surfaces. Long nails were enough to damage it.

-The body control module started to consume 2 volts, and in 3 days max kills the battery. I got quick in changing batteries- 3 minutes. ^^

I've read that part of the reason for the material choice was to keep the weight down, even though the car was still heavier than the competition.

Still, it's Carlust-worthy.

Why am I back here? Page was still open in the browser...

tigerstrypes - okay, I haven't heard of a BMW window coming unglued. But a lot of the other problems you mention aren't atypical for BMWs and Audis.

In particular, Audi is far worse at the soft-touch material on the controls and dash surfaces that comes off at the touch of a fingernail.

Australian Holdens were based on this body shell but used the buick 3800 v6 or chev v8 also a lwb version called Statesman was made which would have made a better Caddy. Ironic though it isd the later CTS and Camaros are built on Holdens floorpans that evolved from this car

"Maybe the lesson should be for GM to stop rebadging Opels for America"

Umm, GM is now using Global platforms, not just rebadging. Also, GM-Holden did a fine job of re-engineering Opel platforms. Can't say that all Opels are bad since the Catera and Saturn L were badly executed.

The new Buick LaCrosse and Regal are good cars, just hope they hold up.

@ JEM: "t the little marketing autocrosses that automakers were putting on back when they had money, you could forget the 3-series, the 5-series, the Lexus IS, it was the Catera that would always set fast time. "

LOL WUT?!?! No it didn't. Not with 3800lbs, 200hp, and a 4 speed automatic it didn't.

As for the S6... uh, no, mine weighs 3800. I have an UrS6 avant. Not a newer, more complex, more unreliable Audi. :P

I vaguely remember my mother having one of these. She got rid of it because of engine problems (something to do with the aluminum block). She replaced it with a 1992 Camry that she sold a couple years ago.

@Rob - oh, yes it did. 200HP was par for the field, and even an E46 325i is 3400lb or so. The LSD is worth 200-300lb around a track like that.

Our C5 S6 is 4200lb if it's an ounce.

You're on some good stuff. The IS300 outperforms the catera in every single category:

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