Cadillac Needs to Build the Elmiraj Concept Car

Rick

Dear Cadillac,

I’m sure you’re feeling pretty good about yourself these days. After all the 2013 ATS won just about every major automotive award this past year and wowed all the automotive journalists. And the 2014 CTS just won Motor Trend’s car of the year. That’s wonderful, but as Han Solo says to Luke Skywalker in the first Star Wars movie, “Great kid. Don’t get cocky!”

That’s because while you’ve come a long way from the dark days of parade floats and Cimarrons, you’re only as good as your next car.

That’s why I think your next car should be the Elmiraj.

2013 Cadillac Elmiraj Concept
2013 Cadillac Elmiraj Concept

I don’t have to tell you much about the Elmiraj. Sure, it’s just a concept but you know it’s a personal luxury car that has the potential to challenge at the upper levels. The CTS has turned a lot of heads, but most folks getting ready to drop serious money on a luxury coupe still keep thinking about names like Mercedes or Bentley. The Elmiraj has the look and the proportions to turn some of those heads.

2013 Cadillac Elmiraj Concept
Cadillac Elmiraj: Think Bentley Killer

And your Elmiraj is more than just looks. The concept version has a 500 horsepower, twin turbo engine. Of course the car isn’t small or light so it will no doubt need the extra ponies.

Cadillac Elmiraj Interior
Cadillac Elmiraj interior. Can’t you just smell the leather?

And then there’s the truly luxurious interior. Hand-carved Brazilian rosewood and backlit titanium strips are a great mix of old and new. No high-end buyer would ever think they were short-changed.

The reality is that building the Elmiraj isn’t about short-term profit. It’s about building an image that turns into long-term marketability. Every time the Elmiraj gets parked between the Bentley Continental and the Mercedes SLR at the Palm Beach valet, it makes people think that Cadillac isn’t coming back, it’s already here. I’m sure you’d love that feeling.

2013 Cadillac Elmiraj Concept
The Elmiraj shows that Cadillac has truly arrived

Supposedly, the Elmiraj is purely a styling exercise. I hear that you’ll use design elements to improve cars across the brand. Don’t get me wrong, I think that’s a great idea. I just think it would be nice to tie all those pieces into one spectacular package and show the world that Cadillac can take on anyone, anytime.

Sincerely, a fan of your future.