Sollei Concept is proof that Cadillac's malaise era is long gone

It's no secret that Cadillac lost its steam for a hot minute after the 1973 oil crisis, which gave rise to more stringent emissions restrictions and safety standards for automakers. Known as the "Malaise Era," the aftermath of these regulations saw American manufacturers struggle to compete with more popular Japanese import brands, which used heavy government funding to create innovative, efficient, and far more advanced products than American brands were capable of producing. 

Cadillac's products quickly turned from extravagant to irrelevant 

The main focus for American automakers during this period was fuel efficiency and emissions reductions. As you can imagine, Cadillac's behemoth land yachts, with thirsty V8 engines that displaced as much as 8.2 liters, suddenly had no place in the market anymore. This meant Cadillac had to make even more drastic changes to its lineup than other General Motors brands, and the initial results were disastrous. 

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If you've ever heard of the Cadillac Cimarron, it's probably because someone was making a joke about it. The Cimarron is a prime example of how Cadillac attempted—and failed—to transition its lineup to more fuel-efficient cars that could compete with Japanese rivals. It shared a platform with the Chevrolet Cavalier, made only 88 horsepower in base form, and only came in front-wheel drive. 

Not only was the Cimarron a sales flop, but its creation permanently damaged the brand's reputation for luxury and excess. In fact, its existence reminded the American people that they were being beaten—badly—by the Japanese in terms of technological and mechanical innovation. It left an incredibly sour taste in the mouths of buyers. 

Cadillac's comeback streak has been on a roll since the 70s

Following the carnage that the Cimarron and other dreadful offerings of the period brought upon Cadillac, the automaker was determined to restore its reputation for American pride and excellence. Its first big hit after the malaise era was the second-generation Escalade, which took pop culture by storm and brought plenty of attention back to the brand. 

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Following the success of the Escalade, Cadillac realized that they could find success by creating extroverted pop culture icons. Thus, the brand created its performance division, "Cadillac V Series", which combined the return of powerful Cadillac V8 engines with engaging driving dynamics and manual transmissions. Cadillac's V models shouted to the world that Cadillac was going after established European luxury brands like BMW and Mercedes-Benz and that they were serious about it. 

Cadillac's performance pursuit has brought new life to the brand

Cadillac's big bet on offering engaging performance models that genuinely rivaled European heavy hitters has paid off big time. Combined with the ongoing success of the Escalade, Cadillac has rebuilt its reputation for excellence – not by returning to its roots but by truly committing to improved product quality and gradual refinement. 

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Today, Cadillac's CT5 sedan is its best-selling car globally. The CT5's noticeable refinement, both in terms of material quality and mechanical capability, has earned it the respect of buyers and enthusiasts alike. The CT4-V Blackwing and CT5-V Blackwing are two of only a handful of vehicles that still offer buyers the option for a manual transmission, and Cadillac has leveraged this to create unprecedented excitement for the brand. 

The Sollei Concept brings Cadillac full circle

Thanks to Cadillac's bold moves paying off, they have finally escaped the malaise era and the following financial crises. Others were not so lucky – Pontiac, Oldsmobile, Saab, Saturn, and Hummer all succumbed to their irrelevance during the aftermath of the 2008 financial crisis. Cadillac has once again found relevance in the marketplace, and their recent integration of electric vehicles into their lineup has been similarly smooth. 

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As Cadillac transitions its focus more heavily on electric vehicles, an opportunity has presented itself for the brand to revive some aspects of its original ethos for offering unparalleled, uncompromising, luxurious status symbols.

With the integration of electric battery technology, Cadillac's iconic luxo-barges can once again exist without worries of emissions regulations or fuel economy. The Sollei concept is an example of just that, showcasing what a traditional Cadillac cabriolet could look like as an elegant, modern EV. 

The Sollei's styling is both striking and understated

Cadillac's Sollei concept revives a long-neglected tradition for Cadillacs – a massive, opulent cabriolet with luxury and refinement as top priorities. For Cadillac, the Sollei is a trophy that marks the brand's return to glory. Even if it's just a concept, it makes a definitive statement about where Cadillac stands today and what they're capable of.

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The Sollei's styling brings Cadillac's "Mad Men" era opulence into the modern age with large, dignified proportions, a lengthy wheelbase, and interior amenities that match the 'joie de vivre' of a Rolls-Royce. Note the ample use of wood throughout and the champagne fridge between the two rear seats.

It's confident, extroverted, and powerful in its presence, but it's not overdone. The Sollei is truly one of the first designs from Cadillac that suggests they might actually be able to compete with brands like Rolls-Royce and Bentley if they gave it an honest attempt. 

Like any well-executed film sequel, its references to its predecessors are better received when integrated subtly. Instead of adding needless, towering tail fins on the rear end, the Sollei has its fins below the taillights in the form of additional LED lighting. Its wheelbase is still quite long, like a 1950s Eldorado, but it's not overdone or offensive. The Sollei Concept perfectly translates Cadillac's historic design language to fit the desires of today without ignoring its rich tradition. 

Final thoughts

Do you think Cadillac has successfully recovered from its malaise-era dreadfulness, or are its models still just dressed-up Chevrolets in your eyes? Would you consider a Sollei if it ever went into production, or would you hold your wallet tight unless they offered it with a grunty V8? Let us know in the comments—we love to hear your thoughts!