American Cars vs European Cars: A European’s Perspective

European Perspective on the North American Car Market

The quality of North American cars isn’t what I expected. Here’s a European perspective on the North American car market.

I moved to Vancouver, Canada, on August 1st, ‘22, from the United Kingdom. And of course, as a car enthusiast, I’m observing the vehicles I haven’t seen before. Primarily models of Ford, Chrysler and General Motors vehicles. So, as I’m already familiar with Tesla and other manufacturers, I’m going to focus on these three manufacturers previously mentioned, coincidentally known as The Big Three.

First Impressions of the North American Car Market

I have made a few observations during my short time here.

Average vehicle size is substantially larger, and higher-displacement engines are used. But strangely, the main thing I’ve been paying attention to is the quality of the interiors. After all, that’s where we as owners spend the most time and is arguably harder for manufacturers to perfect. Some are functional, but a little behind where I believe they should be; others are ahead. The technology available for the price point of some vehicles is surprising; features like Cadillac's “Super Cruise™” or Jeep interiors utilising Amazon Fire TV.

Improved Interior Quality, but Not Across the Board

Even in just the last few years, comparing General Motors vehicles from 2020 to 2022, the interior design and technology included as standard is very good and very surprising. We Europeans previously used the cheap price tag as justification for the poor interior quality. Now, not so much. The interiors of some of the cars and trucks I’ve driven are pretty good. The seats are comfy, use half-decent leather or leatherette. The dashboard aesthetics aren’t offensive; ergonomically, they work for me. Not overcomplicated, everything is where you’d expect it to be.

Why Refinement and Fit Still Matter

However, there is a but. I don’t think the refinement or fit and finish compares to the German equivalents from Audi, BMW or Mercedes.

For those of you on the other side of the pond, that aren’t aware of Cadillac. I’ll give you a snippet introduction.

Cadillac is a luxury car manufacturer that originated in the United States in 1902. Now part of General Motors (GM), Cadillac is celebrated for its rich heritage and innovative design language, setting the standard of American luxury.

Driving the Cadillac CT4

I recently drove a Cadillac CT4 and liked it, but some issues let it down. The steering wheel padding was lacking and the plastic trims made it feel cheap. Worst of all, the leather on the upright section of the seat was baggy. Not something you should see on a new “luxury” vehicle.

Aside from the baggy leather, some of these things are small issues. I do have an underlying issue. My problem is that it feels like they’ve used the same parts on the Cadillac as the Vauxhalls/Opels in Europe. Which I understand, it makes sense from a production standpoint, but things like the lights and wiper stalks just feel too cheap for the car it is trying to be. This mismatch of parts really complicates my feelings about the interior. Some of it’s nice, some of it’s nasty.

Not that the interior in a BMW 3 Series is perfect, I’m yet to experience the dual screens on the road (pictured below). But, my initial thought is that I miss the cockpit feel dials and the dashboard ergonomics offered with a conventional layout.

Opinions aside for a moment. Let me give you two specifications, both from the manufacturers’ websites, and we’ll compare.

Source: Cadillac CA | BMW CA | 2023-01-12

The BMW has the power advantage, a difference of 18 bhp and 37 lb-ft. Not a significant amount, especially after you compare the price. A $14,000 difference. For what?!

Quality, refinement, the name, because they can charge the price of a Chevrolet Spark on top of the Cadillac. It’s a BMW. The difference is that all of the components and materials are of much higher quality, the interfaces look great, and the upholstery doesn’t look like a mole has been burrowing its way through the seat.

But again, let’s not ignore that price gap. It is a substantial amount of coin. In reality, what you get for your money with the CT4 over the 3 Series makes a significant difference to which you might buy. It really could swing it for you.

Is the BMW Premium Justified?

If you were looking to buy a Cadillac CT4 or a BMW 3 Series, would you pay the premium for the BMW? I’ll share my thoughts: It’s partly dependent on your budget and whether you actually care about the details because if we’re being real, the CT4 does nine-tenths of what a 3 Series does for around three-quarters of the price.

It could just be down to the finances for you. In the modern world we live in, it’s all about the monthly payments, so you might look at the cost differently, or by term length. For me, I’d pay the extra for the BMW. I could absolutely live with the Cadillac interior; it is still good. But being the type of person I am, along with my love for cars, I want the best or most special car; I’ll take the BMW.

The Big Three and Their Real Competition

The Big Three may be starting to close the gap on the Germans, improving the quality, without drastically increasing the price. However, I’d begin to conclude by reminding ourselves that their main competitors aren’t the Germans. It’s each other here in North America: Ford vs. Chrysler vs. General Motors. Their customers like bang for buck, and I believe in most cases, they get exactly that.

It will be interesting to see how things develop over the next few years. Will the gap close on the European manufacturers, or will the US manufacturers “stay in their own lane”?

What would you spend your own money on?