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2012 Mercedes-Benz SLS AMG Roadster trades gullwings for a soft-top

Filed under: Convertible, Performance, Mercedes-Benz, Luxury

Mercedes-Benz SLS AMG Roadster

2012 Mercedes-Benz SLS AMG Roadster – Click above for high-res image gallery

Mercedes-Benz has pulled the wraps off its latest supercar, the 2012 SLS AMG Roadster. Gone are the gullwing doors and fixed roof; in their place are traditional entry-ports and a folding cloth softtop. The car is still undergoing testing, but these shots reveal far more of the car than we’ve previously seen in various spy photos. A more polished version will be revealed to the world at the 2011 Frankfurt Motor Show this September.

Before the 2012 SLS AMG Roadster hits the show circuit, it needs to spend some more time with Mercedes’ engineers. The MB team has put a lot of work into this drop-top SLS, and ditching the fixed roof has required more than simply taking a sawzall to the bodywork.

Though the aluminum spaceframe was originally developed with both a coupe and convertible in mind, Benz engineers added beefier side-skirts to the roadster. This allows for improvements in both crash performance and overall rigidity. Further aiding in the quest for increased strength, a cross-member that supports the dashboard was given additional bracing at both the window frame and transmission tunnel. Despite this increased rigidity, the bodyshell of the SLS AMG Roadster weighs just five pounds more than the bodyshell of the SLS AMG Coupe.

Like its hardtop sibling, the roadster is capable of hitting an electronically limited top speed of 197 miles per hour. The convertible top is constructed from three layers of fabric, magnesium, steel and aluminum. It’s lightweight, strong and can be opened or closed at speeds up to 31 miles per hour.

You can see the 2012 Mercedes-Benz SLS AMG Roadster being put through the testing paces by clicking through the gallery below. Be sure to click past the jump to read more about the new SLS convertible in the full press release.

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2012 Mercedes-Benz SLS AMG Roadster trades gullwings for a soft-top originally appeared on Autoblog on Thu, 05 May 2011 03:01:00 EST. Please see our terms for use of feeds.

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Cadillac developing soft-top convertible to fit between ATS and CTS

Filed under: Convertible, Etc., Cadillac, Rumormill, Luxury

Cadillac Emblem

Cadillac may be having thoughts of jumping back into the convertible game. Recent history hasn’t been kind to drop heads with a Wreath and Crest in the grille, but rumors kicking up on the web say that the automaker is planning to unveil a new convertible based on the company’s Alpha platform.

Car and Driver reports that the vehicle will slot between the upcoming ATS and the next-generation CTS and that it will borrow very little sheetmetal from either of its siblings. Buyers can expect to find a folding soft top instead of the heavier retractable hard top favored by some competitors.

What’s under the hood? Nothing’s set in stone at the moment, though we’d guess any number of six or eight-cylinder options could pop up behind the headlights. Given that the model isn’t set to debut until 2014, General Motors may get really wild and shove a turbocharged four-cylinder into the engine bay.

Regardless of powerplant options, the topless Cadillac will likely find itself squaring off against the Audi A5 Cabriolet and the Mercedes-Benz E-Class Cabriolet when it touches down. Stay tuned for more information, if and when it comes.

[Source: Car and Driver | Image: Zach Bowman / AOL]

Cadillac developing soft-top convertible to fit between ATS and CTS originally appeared on Autoblog on Thu, 28 Apr 2011 17:29:00 EST. Please see our terms for use of feeds.

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Opinion: Is BMW becoming too soft?

Filed under: Marketing/Advertising, BMW

Happiness is the corner BMW ad

“Happiness isn’t around the corner. Happiness IS the corner.” So said an ad for BMW created in 1996 for the Z3. In the TV version (see the video at the very bottom after the break), a heavy-metal music track underlined the idea, which was carried over to magazines and billboards.

I’m reminded of that ad, one of the more perfect expressions of the BMW brand I have ever seen, this week as I take in the Bavarian automaker’s plan to launch vehicles powered by “alternative” powertrains under the “i” sub-brand: as in, yes, iPad, iPod, iMac. So far, I’m not hearing about Apple filing trademark infractions. It is, I believe, also “i” as i Isetta, the last time BMW brought out a mini city car. “I” for innovation probably figures into the choice, as well.

The campaign was literally meant to attract more people who were not necessarily driving enthusiasts to the brand.

BMW has brand issues. Take the Super Bowl on Feb. 6. BMW ran two ads in the big game for a cost of between $5 and $6 million. One ad was to push diesel engines. Another was to push the fact that all X3 crossovers are now being built at BMW’s plant in South Carolina. “Designed in America. Built in America,” says the voiceover at the end of this ad. How about using the big game to push the core of your brand equity – driving excitement. How about an ad that says: “aspire to own and drive this marvelous machine.”

Something has gone horribly wrong at BMW. And I think I know what it is. Back in 2006, then- BMW marketing director Jack Pitney (who tragically died in 2010) shared with me a Powerpoint strategy showing how far too many people, in his mind, weren’t considering a BMW because they were intimidated or otherwise put off by the performance image of the brand. It was this finding that led BMW to first do a corporate ad campaign touting BMW’s independent ownership, and then the softer “Joy of Driving” campaign that ran most of last year. It was literally meant to advance a “softer side” of BMW, and attract more people who were not necessarily driving enthusiasts to the brand.

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Opinion: Is BMW becoming too soft? originally appeared on Autoblog on Wed, 09 Mar 2011 17:29:00 EST. Please see our terms for use of feeds.

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Review: 2010 Lexus ES 350 is soft-riding royalty that’s lost its crown

Filed under: Sedan, Lexus, Reviews, Luxury

2010 Lexus ES 350 – Click above for high-res image gallery

The entry-level luxury sedan segment doesn’t command the enthusiast attention of, say, the ultra-premium luxury sports sedan. But if you ask automakers to choose between the two, we’d wager that most would rather have a best-in-class $35,000 sedan than a world-beating $70,000 sports tourer.

The reason? Very few fortunes are made selling a few thousand highfalutin’ rocket launchers, but bottom lines can easily be bolstered or crippled based on the success or failure of a plush, high-volume cruiser. Luxury marques from Acura to Volvo have experienced varied levels of success at the low end of the luxury market, but few have enjoyed the consistent sales dominance of the Lexus ES. In the past decade, Toyota has cranked out over 600,000 copies in the U.S. alone, with another 650,000 units shipped around the world. And those sales have traditionally been overwhelmingly of the retail variety with little or no incentives. Not bad for what many consider a glorified Toyota Camry.

Enthusiasts take note: Lexus didn’t reach such lofty sales levels with a rear-wheel-drive architecture or pavement-punishing quantities of horsepower. The road map to success for the ES has been simple: a soft, compliant ride; a pampering interior; and unmatched quality. The fifth-generation ES350 has built nicely on those attributes with smoother power, a quieter cabin and more technology. But the competition is still striving to overtake the ES in sales, so Lexus has gone and given its top-selling sedan a mid-cycle refresh for 2010. We spent a week in a Starfire Pearl ES350 to see if it still had the goods to remain a top option in the entry-level luxury segment.

Gallery: Review: 2010 Lexus ES 350

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Review: 2010 Lexus ES 350 is soft-riding royalty that’s lost its crown originally appeared on Autoblog on Fri, 30 Jul 2010 11:58:00 EST. Please see our terms for use of feeds.

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