The Mercedes GL 450 Vs. The Cadillac Escalade

Posted by www.eMercedesBenz.com on March 23, 2006 at 9:10 AM CST

A few days ago I received an email from one of our loyal readers,  
pointing me to an article comparing the new Mercedes GL 450 SUV and  
the Cadillac Escalade.  Unfortunately I misplaced the email so I  
wasn't able to run the story; however I believe this is the story he  
was referring to.  So to that reader, who's name I no longer have,  
thanks for the tip, we greatly appreciate it.

Now, on with the story.

Ann M. Job of the Associated Press recently had her turn taking the  
Mercedes GL 450 for a spin, and while doing so she provided a pretty  
decent look at some of the features found in the Mercedes mega-SUV,  
all while comparing it to the Cadillac Escalade.

After reading Ann's review, I'm left with an intriguing question:   
"How will the whole giant-SUV rivalry play out?"

On one hand you have the Mercedes, which in my opinion is simply an  
enlarged version of the M-Class. Its looks are luxurious yet subdued,  
typical of a Mercedes, and overall it retains a more classic feel.   
On the other hand you have the Cadillac Escalade, an aggressively  
styled yet luxurious vehicle, one that appeals to both hip hop moguls  
and 40 year old dads alike.

So will there really be that much of a rivalry?  I doubt it - for two  
reasons.

First, if you're the type that likes to be flashy, the type that  
likes to roll on 22" (or 26") chrome dubs, you're not going to buy a  
GL.  That's Escalade territory.  And judging by the number of people  
I see driving Escalades that have opted for the factory chrome 22"  
wheels, the majority of Escalade owners enjoy being seen.  Chalk one  
up for the Escalade.

Secondly, consumer image. Sure the Cadillac and GL are in the same  
class, competing for the same market, and sharing the same price  
range, but will consumers perceive the two in the same way?  I don't  
think so.  When thinking of the Cadillac and Mercedes brand names,  
Cadillac is perceived as more attainable.  Many consumers will opt  
for an Escalade, not knowing or not believing they could have a  
Mercedes at the same price point.  Sure you'll see television ads,  
and read about it in magazines, but bringing Mercedes to Cadillac's  
level in the mind of consumers will be an exceptionally difficult  
feat.  And ultimately, is bringing a Mercedes to the level of a  
Cadillac really a good thing? I have a feeling that most Mercedes  
owners, including me, would say no.

In the end, I don't think we'll see much of a migration from Cadillac  
to Mercedes.  Instead, I think the majority of GL owners will be  
Mercedes owners, owners that like the M-Class (or R-Class) but wanted  
something a little bigger.  But are there really that many Mercedes  
owners that would have left the Mercedes brand to pursue a bigger  
SUV? We'll find out soon enough.

To check out Ann M. Jobs' full review of the Mercedes GL 450, you can  
check out the story over at the Chicago Defender.

For more Mercedes-Benz news and information, visit  
www.eMercedesBenz.com.