Cadillac Launching New Branding Campaign And Promises To Fix Quality Issues

This campaign will get underway in early 2019.

Most auto industry watchers were surprised when Cadillac announced a few years ago its decision to move its headquarters from Detroit to New York City. Detroit had been GM’s luxury brand’s home since its very beginning in 1902. Why was the move made? Because, at the time, Cadillac believed it required more autonomy from GM on a day-to-day basis.

Although it may have sounded good in theory, in practice it was anything but. When Cadillac’s newly appointed CEO, Steve Carlisle, decided to move HQ back to the Motor City, a process that’s currently underway, there was more than a symbolic reason for doing so.

According to an interview he recently granted to The Detroit Free Press, there were two main reasons behind his decision: fix quality control problems and improve human collaboration. For example, Cadillac came in next to last in Consumer Report’s annual quality survey of automakers. Only Volvo was behind it. Cadillac also ranked 27th out of 31 brands in J.D. Power’s 2018 US Vehicle Dependability Study. Carlisle claims measures have already been taken to fix that.

“Sitting here today, the quality of what’s coming out of our factories is much improved,” said Carlisle. “And we’re taking great pains to get that information out there.” Some of the problems Cadillacs were experiencing, according to dealerships, involved transmissions and technology issues. “As we encounter consumers with issues, we can be active to help them as soon as possible,” Carlisle said. “There’s been a lot of work put into Cadillac. We’re working with dealers too.”

So it sounds like Carlisle and his team are actively working to correct those quality issues, what’s going on regarding branding? Well, Carlisle calls Cadillac a “master brand” and confirmed he’ll reveal more early next year, but he did offer a brief hint of what’s in store: “Cadillac has its own values — boldness, optimism, innovation, sophistication — that will reflect in the master brand,” he said.

The big challenge, however, is “how to bring those to life.” We expect to learn more from Carlisle this January at Detroit.

Cadillac Launching New Branding Campaign And Promises To Fix Quality Issues

This campaign will get underway in early 2019.

Most auto industry watchers were surprised when Cadillac announced a few years ago its decision to move its headquarters from Detroit to New York City. Detroit had been GM’s luxury brand’s home since its very beginning in 1902. Why was the move made? Because, at the time, Cadillac believed it required more autonomy from GM on a day-to-day basis.

Although it may have sounded good in theory, in practice it was anything but. When Cadillac’s newly appointed CEO, Steve Carlisle, decided to move HQ back to the Motor City, a process that’s currently underway, there was more than a symbolic reason for doing so.

According to an interview he recently granted to The Detroit Free Press, there were two main reasons behind his decision: fix quality control problems and improve human collaboration. For example, Cadillac came in next to last in Consumer Report’s annual quality survey of automakers. Only Volvo was behind it. Cadillac also ranked 27th out of 31 brands in J.D. Power’s 2018 US Vehicle Dependability Study. Carlisle claims measures have already been taken to fix that.

“Sitting here today, the quality of what’s coming out of our factories is much improved,” said Carlisle. “And we’re taking great pains to get that information out there.” Some of the problems Cadillacs were experiencing, according to dealerships, involved transmissions and technology issues. “As we encounter consumers with issues, we can be active to help them as soon as possible,” Carlisle said. “There’s been a lot of work put into Cadillac. We’re working with dealers too.”

So it sounds like Carlisle and his team are actively working to correct those quality issues, what’s going on regarding branding? Well, Carlisle calls Cadillac a “master brand” and confirmed he’ll reveal more early next year, but he did offer a brief hint of what’s in store: “Cadillac has its own values — boldness, optimism, innovation, sophistication — that will reflect in the master brand,” he said.

The big challenge, however, is “how to bring those to life.” We expect to learn more from Carlisle this January at Detroit.

Campaign - Repl. DEF (AdBlue(R)) System Line

Campaign - Repl. DEF (AdBlue(R)) System Line

FILE: SERVICE:

GROUP 00 OF SERVICE INFORMATION BINDER

PARTS: GROUP I OF INFORMATION _ PARTS & ACCESSORIES BINDER

Campaign No. 2010090005, October 2010

TO: ALL MERCEDES-BENZ CENTERS

SUBJECT:

Model 906.1, Model Year 2010

Replace Diesel Exhaust After-treatment Fluid (AdBlue) System Line

Daimler AG (DAG), the manufacturer of Freightliner and Mercedes-Benz Sprinter vehicles, has determined that the metering line at the diesel

exhaust after-treatment fluid (AdBlue) tank may leak in the area of the connector due to production quality issues at the supplier. Through capillary

action the reducing agent contained in the AdBlue tank may travel through the connector and into the wiring harness, and possibly into the AdBlue

control module. This may lead to electrical signal distortions in the diesel exhaust after-treatment system.

Daimler Vans USA, LLC (DVUSA) and Mercedes-Benz USA, LLC (MBUSA) therefore has initiated a campaign of all potentially affected vehicles

described above. The service campaign will be conducted to replace the AdBlue Exhaust After Treatment System Lines. In addition the AdBlue

wiring harness and AdBlue control module will be checked for the presence of AdBlue and if found will be replaced.

Attached is a sample copy of a letter which owners of the affected vehicles will receive.

Prior to performing this Service Campaign:

^ Please check VMI to determine if the vehicle is involved in the Campaign and if it has been previously

repaired.

^ Please review the entire Service Campaign bulletin and follow the repair procedure exactly as described.

Please note that Recall and Service Campaigns do not expire and may also be performed on a vehicle with a vehicle status indicator.

Approximately 325 vehicles are affected.

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Procedure

Note:

^ For vehicles where AdBlue fluid line and connector are not accessible (vehicles body is blocking access) proceed to Subject A.

^ For vehicles with chassis only proceed to Subject B

A. Replace AdBlue Fluid Line and Check Harness (Fluid Line Connector and Harness to AdBlue Pump are Not Accessible)

Caution!

For information on preventing damage to electronic components due to electrostatic discharge; refer to:

WIS: AH54.00-P-0001-01A

1. Disconnect electrical connector at AdBlue control module (4, Figure 1) refer to WIS:

AR14.40-D-2020S steps 1-5 only.

WARNING!

Risk of burn injuries and scalding when working at AdBlue lines and the components attached to them.

Risk of injury to skin and eyes when handling AdBlue. Risk of poisoning caused by swallowing AdBlue.

Pour AdBlue into suitable containers only. Wait until the pressure is released before starting any work on the exhaust aftertreatment system; refer to

WIS document: AS14.40-Z-0001-01A.

For notes on use, material properties and handling of AdBlue; refer to WIS document:

AH14.40-N-0001-01AB.

2. Disconnect electrical connector (Arrow, Figure 1) of AdBlue line (1) to frame wiring harness (3):

^ Unclip AdBlue frame wiring harness clips (A, Figure 1) from frame.

^ Remove AdBlue fluid line mounting clip (B Figure 1) from frame stud.

^ Loosen AdBlue tank (2, Figure 1) to allow access to AdBlue frame wire harness connector (arrow) (do not remove tank); refer to WIS:

AR14.40-D-2014SA steps 1-5, 7.

^ Disconnect electrical connector (arrow, Figure 1) of AdBlue line (1) to frame wiring harness (3).

Note:

Allow a drying time of 4 hours to determine if AdBlue crystal formations appear on the electrical connectors (disconnected in steps 1 and 2).

During this time proceed to step 3 of this procedure.

3. Replace AdBlue fluid line (1, Figure 1); refer to WIS document: AR14.40-D-2001SA then continue with Procedure.

Note (regarding above WIS instructions):

^ For AdBlue line connector (C, Figure 1) removal from AdBlue pump fitting: Slightly twist /rotate the AdBlue line connector (C) on the

AdBlue pump fitting before removing (refer also to above WIS instructions for complete information). Be careful not to break the

AdBlue pump fitting

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^ An AdBlue fluid line mounting clip (Arrow, Figure 2) is located above storage box (A, Figure 3) under right seat. Remove this clip by

prying it off from the mounting stud (do not remove storage box [A}).

^ Ensure that frame mounting clip (arrow, Figure 2) is transferred from old Adblue fluid line to new fluid line in the same position on the

line. The new line will have white paint marks indicating the mounting

clips location.

^ Do not remove AdBlue injection valve (A, Figure 4) from exhaust pipe. Pull back insulation (B) near end of AdBlue line and remove

retaining clip (arrow) to disconnect line. Installation is in reverse order. Be to sure roll back insulation over Adblue line when installing

new AdBlue line.

Note:

Perform service work on other vehicles during the 4 hour AdBlue drying time on the connectors.

4. Check for crystal formation on AdBlue control module (4, Figure 1) connectors after 4 hours of drying time:

^ If crystal formation can be seen on connectors (4, Figure 1):

Replace AdBlue control module (4); refer to WIS document: AR14.40-D-2020S then proceed to step 5.

Note:

Anticipated replacement rate for control module replacement is very low; ensure replacement criteria is met.

^ If no crystal formation can be seen on connectors (4, Figure 1):

Proceed to Step 5.

5. Check for crystal formation on electrical connectors of AdBlue line (1, Figure 1) to frame wiring harness (3):

^ If crystal formation can be seen on electrical connectors:

Replace frame wiring harness (3) then continue with procedure.

Note:

Anticipated replacement rate for frame wiring harness replacement is very low; ensure replacement criteria is met.

^ If no crystal formation can be seen on electrical connectors:

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Continue with Procedure.

6. Reassemble in reverse order. Top-off AdBlue tank.

7. Perform SCN coding of in instrument cluster, refer to WIS: AR54.21-P-0013-02X

8. Read out fault memory; refer to WIS document: AD00.00-D-2000-04SD.

B. Replace AdBlue Fluid Line, Check Harness on Chassis

Caution!

For information on preventing damage to electronic components due to electrostatic discharge; refer to:

WIS: AH54.00-P-0001-01A

1. Disconnect electrical connector at AdBlue control module (4, Figure 5) refer to WIS:

AR14.40-D-2020S steps 1-5 only.

2. Disconnect electrical connector (arrow, Figure 5) of AdBlue line (1) to frame wiring harness (3).

Note:

Drying time of 4 hours must be allowed to determine if AdBlue crystal formations appear on the electrical connectors (disconnected in steps 1

and 2). During this time proceed to step 3 of this procedure.

WARNING!

Risk of burn injuries and scalding when working at AdBlue lines and the components attached to them.

Risk of injury to skin and eyes when handling AdBlue. Risk of poisoning caused by swallowing AdBlue.

Pour AdBlue into suitable containers only. Wait until the pressure is released before starting any work on the exhaust aftertreatment system.

Refer to WIS document: AS14.40-Z-0001-01A.

Note:

For notes on use, material properties and handling of AdBlue; refer to WIS document:

AH14.40-N-0001-01AB.

3. Replace AdBlue fluid line (1, Figure 5); refer to WIS document: AR14.40-D-2001SA then continue with Procedure.

Note (regarding WIS AR14.40-D-2001SA):

^ For Adblue line connector (A, Figure 5) removal from AdBlue pump fitting: Slightly twist /rotate the AdBlue line connector (A) on the

AdBlue pump fitting before removing (refer also to above WIS instructions for complete information). Be careful not to break the AdBlue

pump fitting.

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^ An AdBlue fluid line mounting clip (arrow, Figure 6) is located above storage box (A, Figure 7) below right seat. Remove this clip by prying

it off from the mounting stud (do not remove storage box [A]).

^ Ensure that frame mounting clip (arrow, Figure 6) is transferred from old Adblue fluid line to new fluid line in the same position on the line.

The new line will have white paint marks indicating the mounting clips location.

^ Do not remove AdBlue injection valve (A, Figure 8) from exhaust pipe. Pull back insulation (B) near end of AdBlue line and remove

retaining clip (arrow) to disconnect line. Installation is in reverse order. Be sure to roll back insulation over Adblue line when installing new

AdBlue line.

Note:

Perform service work on other vehicles during the 4 hour AdBlue drying time on the connectors.

4. Check for crystal formation on AdBlue control module (4, Figure 5) connectors after 4 hours of drying time:

^ If crystal formation can be seen on connectors (4, Figure 5):

Replace AdBlue control module (4); refer to WIS document: AR14.40-D-2020S then proceed to step 5.

Note:

Anticipated replacement rate for control module is very low; ensure replacement criteria is met.

^ If no crystal formation can be seen on connectors (4, Figure 5):

Proceed to Step 5.

5. Check for crystal formation on electrical connectors of AdBlue line (1, Figure 5) to frame wiring harness (3):

^ If crystal formation can be seen on electrical connectors:

Replace frame wiring harness (3) then continue with procedure.

Note:

Anticipated replacement rate for frame wiring harness is very low; ensure replacement criteria is met.

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^ If no crystal formation can be seen on electrical connectors:

Continue with Procedure.

6. Reassemble in reverse order. Top-off AdBlue tank.

7. Perform SCN coding of in instrument cluster, refer to WIS: AR54.21-P-0013-02X

8. Read out fault memory; refer to WIS document: AD00.00-D-2000-04SD.

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Primary Parts Information

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Cadillac Launching New Branding Campaign And Promises To Fix Quality Issues

This campaign will get underway in early 2019.

Most auto industry watchers were surprised when Cadillac announced a few years ago its decision to move its headquarters from Detroit to New York City. Detroit had been GM’s luxury brand’s home since its very beginning in 1902. Why was the move made? Because, at the time, Cadillac believed it required more autonomy from GM on a day-to-day basis.

Although it may have sounded good in theory, in practice it was anything but. When Cadillac’s newly appointed CEO, Steve Carlisle, decided to move HQ back to the Motor City, a process that’s currently underway, there was more than a symbolic reason for doing so.

According to an interview he recently granted to The Detroit Free Press, there were two main reasons behind his decision: fix quality control problems and improve human collaboration. For example, Cadillac came in next to last in Consumer Report’s annual quality survey of automakers. Only Volvo was behind it. Cadillac also ranked 27th out of 31 brands in J.D. Power’s 2018 US Vehicle Dependability Study. Carlisle claims measures have already been taken to fix that.

“Sitting here today, the quality of what’s coming out of our factories is much improved,” said Carlisle. “And we’re taking great pains to get that information out there.” Some of the problems Cadillacs were experiencing, according to dealerships, involved transmissions and technology issues. “As we encounter consumers with issues, we can be active to help them as soon as possible,” Carlisle said. “There’s been a lot of work put into Cadillac. We’re working with dealers too.”

So it sounds like Carlisle and his team are actively working to correct those quality issues, what’s going on regarding branding? Well, Carlisle calls Cadillac a “master brand” and confirmed he’ll reveal more early next year, but he did offer a brief hint of what’s in store: “Cadillac has its own values — boldness, optimism, innovation, sophistication — that will reflect in the master brand,” he said.

The big challenge, however, is “how to bring those to life.” We expect to learn more from Carlisle this January at Detroit.

Campaign - Update Control Module Software

Campaign - Update Control Module Software

Campaign No. 2012120002

April 2013

Revision Date Purpose

A 04/05/13 Revision to work Procedure

- 03/28/13 Initial release

TO:

ALL MERCEDES-BENZ CENTERS

SUBJECT:

Model 906, Model Years 2010 - 2011

Update Engine Control Module Software

This Service Campaign has been initiated because Daimler AG (DAG), the manufacturer of Mercedes-Benz and Freightliner Sprinter vehicles, has

determined that humidity can enter the exhaust gas recirculation (EGR) valve which may cause an electrical short circuit. As a result, the feedback

signal from the valve to the engine control module (ECM) may fail. As a consequence, the EGR valve may be switched-off and the vehicles will

experience a loss of power and enter a limp home mode. In addition, certain software parameters in the ECM may not respond properly to brief

control deviations of the EGR valve position. Under certain circumstances, this ECM programming can cause an unfavorable response which can

deactivate the periodic cleaning function of the EGR valve. If the control deviation occurs twice within two consecutive driving cycles the MIL will

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be illuminated. To correct these conditions, Dealers will update the Engine Control Module software at the next workshop visit.

Prior to performing this Service Campaign:

^ Please check VMI to determine if the vehicle is involved in the Campaign and if it has been previously repaired.

^ Please review the entire Service Campaign bulletin and follow the repair procedure exactly as described.

Please note that Recall and Service Campaigns do not expire and may also be performed on a vehicle with a vehicle status indicator.

Approximately 23,122 vehicles are affected.

Procedure

Note:

^ Use DAS/Xentry 11/12 with all associated patches (ensure the following add-ons are included: 2584, 2590, 2651, 2666); or

DAS/Xentry 01/13 or higher with all associated patches (ensure the following add-ons are included:

2675, 2677); or

11/12 release of Fleet Shell (FedEx(R) and other large fleets only)

^ Follow the steps exactly as described in DAS/Xentry.

^ Connect battery charger (battery voltage >12.5V).

^ In the event of software/SCN update issues, contact Star Diagnosis User Help Desk.

^ Refer to Star Diagnosis System (SDS) Best Practices Guide

A. Check for Mobility Lift and PSM

1. Check for mobility lift: If yes proceed to step 2. If no proceed to Subject B.

2. Check for original equipment PSM (option code SA ED5): If yes proceed to Subject B. If no do not update engine control module software, refer

to: LI27.60-N-056078.

B. Update Engine Control Module Software

1. Connect Star Diagnosis to vehicle.

2. Install SCR control unit software: Control units / Drive / SCR control unit Adblue / Control unit adaptations / Control module programming

3. Perform programming of CDI control module: Control units / Drive / CDI 6 common rail injection / Control unit adaptations / Control module

programming.

4. Follow on-screen instructions.

5. Check fault memory: If fault memory16CE00 and/or 16CF00 is present, delete it by pressing the F9 button.

Note:

^ After updating SCR software, the software status should be: 07.37.00

^ After updating CDI software, the software status should be: 12.14.00

Cadillac ATS Takes on the World in New Ad Campaign

GM is pulling out all the stops to introduce their BMW 3 Series fighter with style and panache.

GM is hoping a new documentary-style ad campaign, to be aired on July 27th during the opening ceremonies of the London Olympics, will help the Cadillac ATS crack the notoriously tough luxury sport sedan market. Taking on the likes of the segment-leading BMW 3 Series is no easy ask, but with these well-named 'Cadillac ATS vs the World' spots, where the new compact sport sedan negotiates 100 hairpin corners of Morocco's Atlas Mountains, there seems to be a burning will to reestablish Cadillac as a force in the luxury segment.

"The task of the ATS is very ambitious," said Jim Vurpillat, Cadillac's global marketing director. "Going into the largest luxury segment. Going against a brand like 3 series that's dominated the segment for 38 years.

"I think what you see in this campaign is befitting of something as ambitious as the task at hand from a business standpoint." "Completely new from the ground-up, ATS is Cadillac's bold entry into the most significant segment of the global luxury auto industry," says Don Butler, VP of Cadillac Marketing.

"ATS was developed to take on the world's best sport sedans. So we designed a world challenge for ATS to dramatically demonstrate its all-new purpose-built chassis and advanced technology in a global, cinematic adventure. The films demonstrate the performance of the new ATS on a world stage, making it a natural fit for the Olympics." To develop the spots, Cadillac brought together Academy Award-nominated documentary filmmaker Joe Berlinger, champion rally car driver and filmmaker Jeff Zwart, and to do the driving race car champion Derek Hill, the son of legendary driver Phil Hill.

The new car is an enormous deal for GM, who with the ATS believe they have the first Cadillac in years that can wrestle some market share away from the German giants. When the 2013 ATS hits showrooms this summer, prices will start from $33,900.

Campaign - Replace Driver Seat Base Console

Campaign - Replace Driver Seat Base Console

FILE: SERVICE:

GROUP 00 OF SERVICE INFORMATION BINDER

PARTS: GROUP I OF INFORMATION _ PARTS & ACCESSORIES BINDER

Campaign No. 2011040001, June 2011

TO: ALL MERCEDES-BENZ CENTERS

SUBJECT:

Model 906, Model Years 2010-2011

Replace Drivers Seat Base Console

This Service Campaign has been initiated because Daimler AG (DAG), the manufacturer of Mercedes-Benz and Freightliner Sprinter vehicles, has

determined that on certain Mercedes-Benz vehicles the sheet metal that retains the hand brake lever to the seat base console may not be welded to

specifications. As a result the hand brake lever may detach from the seat base console. In this condition it is not possible for the hand brake to release

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by itself. Dealers will replace the drivers seat base at the

next dealer visit.

Prior to performing this Service Campaign:

^ Please check VMI to determine if the vehicle is involved in the Campaign and if it has been previously repaired.

^ Please review the entire Service Campaign bulletin and follow the repair procedure exactly as described.

Please note that Recall and Service Campaigns do not expire and may also be performed on a vehicle with a vehicle status indicator.

Approximately 36 vehicles are affected.

Procedure

1. Disconnect battery ground cable; refer to: WIS: AR54.10-D-0003SD steps 1 and 2 only.

2. Remove drivers seat, refer to WIS: AR91.10-D-1010H.

Note (regarding above WIS instructions):

Disconnect wire connector for seat belt buckle before removing seat from base.

^ Remove driver seat and seat swivel (A, Figure 4) as an assembly.

3. Remove fuse box cover then remove screws (1, Figure 1) securing fuse box to seat base.

4. Remove cover (A, Figure 2) over seat base.

5. Remove screws (A, Figure 1) securing fuse, relay, and control module brackets to seat base (2).

6. Remove hand brake cover (arrow, Figure 2):

^ Pull cover (arrow) away from hand brake at bottom to unclip from handle.

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^ Pull cover up to remove.

7. Remove hand brake lever (8, Figure 3):

^ Remove bolts (9) from seat base (2).

^ Remove harness clip (arrow) from seat base then remove hand brake (8) from seat base (2).

8. Move floor covering to expose rear mounting bolts (7 Figure 3):

If equipped with carpet (arrow, Figure 4), unfasten carpet (arrow) attached to seat base.

Note:

Carpet is attached to seat base with Velcro tape (A, Figure 5).

If equipped with vent (4, Figure 3), remove screws (5) then remove vent (5).

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9. Lift back floor covering (6, Figure 3) near rear mounting bolts then remove bolts (arrows, Figure 5; refer also to 7, Figure 3).

Installation Notes:

^ Affix new Velcro tape (A, Figure 5) to new seat base (if equipped with carpet).

^ Velcro tape is shop supply.

10. Remove bolts (arrows, Figure 6) securing front of seat base to cab floor.

11. Place fuse, relay, and control module brackets (A, Figure 6) into bottom of seat base then remove seat base from vehicle.

12. Install new seat base and reinstall remaining parts in reverse order; torque bolts:

^ Hand brake to seat base: 62 Nm.

^ Seat base to cab floor: 37 Nm.

^ Seat to seat base: 37 Nm.

^ Seat belt to seat: 37 Nm.

Caution!

Ensure proper routing of wiring to prevent pinching of wires under seat base and mounting bolts.

13. Affix new stickers (A, B, Figure 7) to seat base.

14. Reinitialize electrical system as necessary (windows, clock, etc.)

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Primary Parts Information