Diplomats Weigh Cost, Image When Purchasing a Vehicle by K.J. Ferguson see also ó BMW 330xi vs. Cadillac CTS Stand on the sidewalk near the intersection of Massachusetts Avenue and Sheridan Circle in Northwest Washington, D.C., on any morning during rush hour, and youíre assured of seeing not one, but many diplomatic license tags as the traffic rushes past. Whatís perhaps a little more surprising than diplomatic tags on cars in Washington is the kind of cars that they adorn. Stereotypically, diplomats are conservative professionals, people who more often stand out for the cut of their suits than for loud ties or flashy watches. Once upon a time, owning a pink shirt, let alone wearing one, would be considered a cardinal sin in the diplomatic corps. But, as younger diplomats take up more senior posts earlier, many of the old rules no longer apply. Judging by the many varied models of cars that diplomats driveófrom Toyota Camrys to every Chevy imaginableóit would appear that this is also the case when it comes to matching a car with that now-changing persona: There is no hard and fast rule. A spokeswoman for the press office of a large European embassy in Washington agrees. She declined to be named, citing a general lack of knowledge about cars, but said that from her observations, there is no such thing as a ìdiplomatís carî in this day and age. ìMost of our diplomats tend to be baby boomers, so theyíre less formal. The younger ones are less formal stillÖ. [Driving] a navy blue Mercedes is definitely a thing of the past.î She said the majority of diplomats at her embassy tend to drive either American or Japanese cars, while her immediate boss owns both an American sport utility vehicle (SUV)ófor transporting the kidsóand a small Japanese sports car convertible for the daily office commute. ìSome of our diplomats still drive German cars, but there used to be a lot more Mercedes and BMWs than there are now. SUVs are definitely a fashionable alternative.î She added that the ambassadorís current official car is a large Cadillac, and that the embassy has owned Cadillacs for some time. Itís certainly understandable that diplomats who canít easily access vehicles from their own indigenous car marketsóif they even have oneómight have no compunction to buy a particular type of car, but what if the opposite were true? Itís the quality of the cars more than where they are produced that counts, said Hans-Dieter Lucas, a political counselor at the German Embassy, in explaining why the majority of the approximately 140 German nationals at the embassy drive German motor vehicles. ìCost alone is not a factor. Itís the quality and aesthetics Ö of a European car that can make it more attractive than its American counterpart.î Even so, more staff members drive American cars now than in the past, mostly SUVs, he said. ìItís part of being in the United States, a kind of ëletís go nativeí attitudeólive in a big house and drive a big SUV. Of course, they drive German SUVs as well.î In the end, Lucas said there are a number of considerations when it comes to purchasing a caróprimarily aesthetics, cost and practicality. ìPracticality can be very important. If you have a family, you wonít be driving a Porsche!î However, Lucas makes no apologies for the fact that the German ambassadorís car is a late-model BMW 7 Series and not an American equivalent. One man who certainly knows about diplomats and their attitudes toward cars is Guy Miller-Richards of Diplomatic Automobile Sales, a U.S.-based company that specializes in providing Ford, General Motors, Jeep and Chrysler motor vehicles to U.S. military and U.S. diplomats posted overseas, and more recently, to diplomats and embassies here in the United States. Miller-Richards said that in the last six months, his company has sold 185 Ford vehicles to Washington embassies and diplomats. Perhaps unexpectedly, the most popular models are the lower-end Ford Windstar minivan and the Taurus. South American embassies are his biggest customers, he said, followed closely by African embassies and some European embassies, although ìmost want European cars, which we donít deal in,î he added. Up until recently, Miller-Richards said that virtually every embassy has required a Lincoln Town Car, the unofficial if somewhat iconic limousine of the Washington scene, although this is changing following the recent introduction of a new pricing structure on the Town Car. ìMany embassies have gone patriotic on me and are now buying a vehicle produced by their own country,î Miller-Richards said. ìThe playing field has also been leveled for other manufacturers too. Before, it was prohibitively expensive to buy a Cadillac because Lincolns were comparatively so much cheaper, but thatís not the case now.î And how does he view the cost versus image argument? ìI guess itís a bit of both. Most people and embassies are motivated from a funding issueóthey have a budget and they canít really exceed it. There is a certain element of ëthe ambassador has to have the best carí and that changes with different cultures, but beyond that, itís more an issue of practicality,î he said. ìThere is still some one-upmanship out there, but most governments and even individuals are getting more cost conscious. Itís a very tough market.î BMW 330xi vs. Cadillac CTS see also ó Diplomats Weigh Cost, Image When Purchasing a Vehicle The old rules for diplomatic car choices might well be gone, but how do a couple of the modern-day executive sedan contenders stack up? BMWís ìold guardî 3 Series and Cadillacís ìnew kid on the blockî CTS are put through their paces. You donít have to drive BMWís silky smooth 3 Series very far to appreciate why itís ìking of the hillî when it comes to the small luxury sedan marketóor to understand why itís the car of choice among the more discerning Washington diplomats. Of course, a 3 Series BMW is such a common site around this city that one could easily conclude itís the personal car of choice for Washingtonians, or at least those residing in the more well-heeled suburbs of Northwest. At $33,740 for a basic 330xi (all-wheel drive) sedan, the BMW car does not come cheap. And it can get more expensive. The test car, with a lengthy list of options, including premium and cold-weather packages, ran to a substantial $43,035. Originally launched in 1999, the 3 Series has undergone a subtle but distinct design ìfresheningî for 2002, although the rest of the car has received upgrades and refinements across the board, not to mention several new exterior colors to help keep the opposition at bay. Initial driving impressions are of a slightly nose-heavy vehicle with heavyish steering that needs a fair amount of gas to really get movingóbut initial impressions can be deceiving. After a few days with the car, the 3 Series starts to fit like a well-made glove. Put this BMWówith its three-liter in-line six-cylinder engine producing a very healthy 225 hp (horsepower)óthrough its paces in almost any environment, and you canít help but be impressed. Steering is responsive yet firm, while the car remains composed in virtually every situationóno doubt in part because of the inclusion of all-wheel drive. Receiving more than just the driving experience, BMW owners also get the safety of multiple airbags, advanced safety systems including dynamic stability control, excellent fit and finish, high-quality materials, and a first-rate ergonomic dash and interior, not to mention the desirability factor of owning a BMW. On the slightly less appealing side is a general lack of legroom for rear-seat passengers, while those more used to being cushioned (on roads in places other than Washington) might find the ride a little on the firm side. It comes as no surprise then to find that BMW likes to encourage diplomats in the general direction of their products via some financial incentive. BMW of North America spokeswoman Martha McKinley said that BMWís diplomat program does provide discounts that vary from model to model, although they donít publish a price list, nor do they heavily promote the program. McKinley said the least expensive 3 Series is the most popular among diplomats, followed by the 5 Series, a pattern that is similar to the usual customer buying trends. However, the cars are sold through the dealer network, and there is no financial advantage for BMW. So why the discount? McKinley said, ìBMW recognizes that diplomats are in service to their countries, and itís an excellent way for us to acknowledge their efforts.î Having spent time reacquainting myself with the unflappable BMW, I was prepared to be disappointed by Cadillacís latest offering to the small sedan segment when I borrowed one for a quick test drive one sunny Friday afternoon. To look at, the CTS is not everyoneís idea of refined sophisticationówith its edgy, muscular design, short front overhangs, piercing headlights and generally aggressive look. On the other hand, nobody could accuse it of not being different. Itís a bold move in an industry where design is increasingly influenced by focus groups rather than designers, and one that just might pay off for Cadillac. And although the CTSí somewhat controversial exterior design may polarize opinions, the interior is a very pleasant place indeed. The seats are extremely comfortable, completely enveloping the driver, while the cockpit is a host of interesting surfaces and distinctive materials. However, itís the engine that really makes the driver sit up and take notice. Bury the right foot and not only will the car willingly surge forward at a surprising rate of knots, but the experience is accompanied by a decidedly appealing roar from beneath the bonnet. Producing 220 hp, the CTS is slightly less powerful than the BMW (and several car comparisons would suggest itís significantly slower in a straight-line acceleration race), but it certainly doesnít feel that way. Although it may be a little slower off the mark, it more than makes up for this shortcoming in interior space, providing noticeably more legroom than its BMW rival. However, where the BMW feels bank vault solid, some of the dashboard materials in the Cadillac are a little plastic to the touch and donít inspire huge confidence from a long-term ownership point of view. Even though I wasnít able to spend much time with the car, I was impressed. Although the 3 Series is the more cohesive of the two vehicles, offering a better overall package and better road holding, BMW clearly canít afford to rest on its laurels. Certainly thatís the view of George Karas from Moore Cadillac near Tysonís Corner, Va.óa 20-year Cadillac sales veteran. Although he said that most of his diplomatic sales go to the larger Cadillac Seville model, he sees the CTS as a natural competitor to not only the 3 Series, but to the smaller Volvos, Saabs and Mercedes models as well. ìThe CTS is a very nice car. It looks different and stands out from the crowd Ö it also has a comfortable ride and more room than most of the imports.î For all that, Karas said he has had little interest from the diplomatic community, but he remains optimistic. ìThe younger generation are definitely looking at the CTS. We could certainly sell a few more if we could only get them.î K.J. Ferguson is a freelance writer in Washington, D.C., who works for the Embassy of New Zealand.