The Detroit Bureau
CTSv Wins Challenge – But Of Course
Lutz comes in seventh.
by Paul A. Eisenstein on Oct.29, 2009
No, we’re not saying the fix was in, but we somehow never really doubted the likely overcome of Bob Lutz’s “Winner Take All” challenge.
The septuagenarian executive had, last month, issued a challenge to all comers that no production sedan could beat the Cadillac CTSv on the track. And though the various competitors opted to ignore the opportunity, a number of foreign models still found their way to Monticello Motor Club, in mid-New York State, for today’s time trials.
With the legendary John Heinricy, winning racer and long-time General Motors test driver behind the wheel, the Caddy super sedan handily posted the best lap time, 2:46.560, and overall, the various folks who manned the CTSv delivered six of the seven best laps.
As for Lutz, sometimes known as Senior Bigone? Well, we’ll say he did pretty nicely for a 77-year-old, with the seventh-best lap time, off a little less than 10 seconds from Heinricy’s best turn around the windy Monticello course. The v did get some competition from a pair of Beemers, both an M3 and M5, with a Jaguar XF, Audi RS4 and even a Mitsubishi EVO showing up to take GM on.
As for Lutz, sometimes known as Senior Bigone? Well, we’ll say he did pretty nicely for a 77-year-old, with the seventh-best lap time, off a little less than 10 seconds from Heinricy’s best turn around the windy Monticello course. The v did get some competition from a pair of Beemers, both an M3 and M5, with a Jaguar XF, Audi RS4 and even a Mitsubishi EVO showing up to take GM on.
The race was a typical Lutz affair. A month ago, the GM Vice Chairman, now the automaker’s top marketing executive, announced a campaign directly comparing General Motors products to their competition, and offering to prove that the Caddy CTSv could take on the names more likely to come up in a discussion about world-class sports sedans.
Though several makers initial considered playing along, they backed out, one by one, Jaguar pulling an XF-R barely a day before the time trials.
“Young whipper-snappers showed me a thing or two,” conceded Lutz, who used to race under the pseudonym, Senior Bigone, following the day’s events. But he quickly added, “Let’s see them do this when they’re 77.”
The 2010 CTSv is the second generation version of Caddy’s sports sedan. With a supercharged Cadillac-derived V-8 under the hood, it pumps out a hefty 556-horsepower through its rear wheels.
Does the Monticello meet close the books and earn the Caddy bragging rights as best-in-breed? Probably not. We’d need to see something with less opportunity for bias and with formal entries from all the various makes. Nonetheless, the GM luxury marque does come out looking pretty good.
CTS-V Running @ Monticello
FORBESGM's Lutz Lets Loose
Automaker's sales czar pits his Cadillac against all comers in racing challenge and scores a marketing victory.
Bob Lutz threw down the gauntlet to drivers half his age--and if he didn't beat them all, he got what he came for.
General Motors' 77-year-old vice chairman placed a time of 2:56:321 around a wet, 3.5 mile track at Monticello Motor Club on Thursday in upstate New York after he challenged journalists to race any performance sedan against his $62,020 Cadillac CTS-V.
His wasn't the best time of the day, but then again, it wasn't really about times anyway. Lutz got just what he wanted out of the event--inexpensive and relevant marketing for his recently introduced 556-horsepower V8.
"There's enormous attention being paid to this, and if you compare this cost-wise and effectiveness-wise to, say, making a bunch of TV commercials, this is a highly effective way to get the word out about how good the car is," Lutz said. "If we sell 50 or 100 of the CTS-V off this, we'd consider it a success."
Lutz, a marketing wizard known for his colorful quotes to the media, issued his "run what you brung" challenge weeks ago during a conference call about GM's new marketing campaign, "May The Best Car Win." The theme of the campaign is that GM's new models can hang with any competition--and, true to his maverick reputation, Lutz didn't go halfway. (The former Marine and helicopter pilot awarded himself a congratulatory cigar after his final lap: "delayed gratification," he declared triumphantly.)
After getting an enthusiastic response to his invitation from reporters, Lutz extended the challenge--via Facebook, YouTube and a Web site--to any competitive car owners who wanted to take on the CTS-V. According to GM, entries poured in right away, with 120 challengers stepping forward before organizers narrowed the field to three journalists and five non-journalists.
Jalopnik Vs GM: Bob Beats Blog
It appears GM, even a just-emerged-from-bankruptcy GM, still has the power to beat a blogger. Our Wes Siler, in a $41,000 Mitsubishi EVO, has fallen to "Maximum" Bob Lutz driving a $60,000+ Cadillac CTS-V.
It's not what you'd really call a shocker. We kind of expected it given the vehicle situation (thanks Jag!) — but sad nonetheless.
A spectator — who may or may not have been Phil Floraday from Automobile Magazine — questioned whether his overly-tight pants may have contributed to the epic failure. We'll never know because clearly Wes will never wear loose pants.
Our guess is that Lutz is a pretty damn spry 77-year-old silver fox and the CTS-V is a damn capable car. Still, there is the issue of that BMW M3 to deal with...
CTS-V Challengers @ Monticello
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