“Hey Ferrari, Like Those Magnetic Ride Shocks? Yea, We Invented Them” – Cadillac [Video]

“Hey Ferrari, Like Those Magnetic Ride Shocks? Yea, We Invented Them” – Cadillac [Video]

Cadillac has just released a new commercial, shedding some light on what it feels might be a popular misconception about its new CTS-V Coupe. The car features what are known as “magnetorheological shock absorbers”, which essentially work by having metal particles in the fluid, allowing the onboard computer to control the stiffness of the shocks by adjusting a magnetic field at each end. As a result, they’re the fastest reacting shocks on the market.

As the ad suggests, this technology, while touted as an incredible performance advantage in cars like the Ferrari 458 Italia, was actually invented by Cadillac – and used in cars like the new CTS-V Coupe. That’s really only partly true, however, as magnetic ride shocks first made an appearance in the Corvette, and were later adopted by Ferrari for the 599.

GALLERY: Cadillac CTS-V Coupe


Click here to read AutoGuide’s 2011 Cadillac CTS-V Coupe review and watch the video after the jump:

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  • jay

    Wrong on all accounts! The system was invented by Delphi engineers and sold to GM. The first car that implemented them was indeed a Cadillac STS not the Corvette. Cute commercial by GM, but like GMC Engineering taking credit on commercials for 4 wheel steer on the pickups – which was also invented by Delphi (Now BWI Group)it’s shady. Actually all Caddy says in the commercial is that MRC was “pioneered” by Cadillac, which is technically true!

  • Edmund

    Not really anything worth spending money on a commercial to brag about anyway. Firstly, you’re comparing apples to oranges as far as cars go. Secondly, bragging in commercials is a real turn off to me anyway. GM has made an art of it with their Corvette commercials, my favorite being how they had to turn the HP down by about 150 on the Corvette engine to compete in the ALMS. BTW, who won that series championship this year? Oh yeah, BMW. And you don’t see them bragging, or going bankrupt and needing a government bail out. How about this for a commercial GM, ” Dear America, sorry for building crap cars for the passed 3 decades or so and branding said crap cars as 80 different brands. Thanks for the bail out and we promise to do better.” Crawl before you walk etc etc.

  • Carl

    WRONG…Mr. Wood, please do some research before writing this rubbish.
    FACT: GM Research Labs and Delphi collaborated on the technology. It was developed by Delphi and debuted on 2002 on the Cadillac Seville STS. Corvette got it a year later.
    SADNESS: You have to remember that Delphi was formed by GM back in the 90’s. They filled Chapter 11 in the mid 2000’s (2005, I think) and eventually closed 24 of 29 plants in the US. To clarify what Jay said, it was Delphi’s Chassis Systems Division (brakes and suspension component who developed this suspension system) that was sold BWI Group. BWI is a Chinese company (Beijing West Industries)headquartered in Beijing. BWI has no manufacturing plants in the US. How sad is it that American innovation is so easily sold and now we have to compete with Chinese companies using our own technology against us. So that awesome 65K plus Caddy rides on Chinese shocks…how does that feel?

  • Jeff Schaeffer

    So it seems that you guys have made a GREAT argument for the International Identity of what used to be the home-grown “American” car . . .

    Why not “rebrand” them then? How about naming some of the models after the the countries that now own some of the patents and foreign-based companies that contribute technology and parts to those ancient square four-wheeled rubber-bearing metal and plastic stage coaches that still consume our highways? After well over a Century gone, they still rely on nearly the same systems (admittedly evolved) that fitted stage coaches of the 1800s.

    Why the vehicles of today even use the same general combustible power systems mostly (e.g., motors) with output measured in the same “equine” metric of their forbearers. How about the Cadillac “Beijing” for example, or the Ford “Montreal”? Actually, it probably would not be practical, since SO MANY countries contribute to each make and model, huh?!


  • enzo

    MRC was developed in conjunction of GM and delphi. Both GM and delphi has patents for these systems. GM has the rights to the 3rd generation MRC which is an evolution of the system fist invented by both companies

  • Janusha

    Note how the Ferrari stays behind all the time. Note the hostility. At what point does it EVER get embarrassing for americans ? Putting down everybody else to exalt themselves. A Ferrari 458 no less.

    I looked up the history behind Magneride system. Its a Russian patent from the 1940s. Used alot in heavy industry. Developed for cars by Delphi one out of many hundreds GM subcontractors. Today operating out of Bejing China.

    They claim GM PIONEERED it.. They cleverly avoid saying GM developed it because they didnt. They let the audience come to that misconception by themselves. Obviously fanboys will tell you OOH BUT GM FUNDED IT… Ok..

    So were down to a partly sponsored iron particle fluid then. From a world war 2 Russian patent. Is that how nerdy it needs to get ? Do we REALLY need to dive into partly sponsored suspension fluids to find an angle in which the US car industry is competitive ?

    This kind of advertisement, by putting other brands down with misleading comparisons, is illegal in most countries.

    Nuff said.

  • gigety

     they might have invented their particular brand of shocks. but the technology of the magnetic superfluid which shocks was one application was invented by scientists at a lab not at any car company.

  • Bender556

    What a joke GM is these days touting that fugly cadillac POS as some kind of inspiration to Ferrari, the company with more F1 championships than any team and a long history in racing. All because they used some dampers/shocks before them which they didn’t even invent or own; they are owned by Beijing West Industries. GM is essentially doing what the Japanese companies figured out a while ago: let the Germans do the R&D and develop a car and set the standards, then wait a few years until its at the final years of that chassis and then come out with something better in one performance figure for cheaper and claim superiority. Notice this is the life story of the CTS-V claiming to be better than the M5 5 years after the E60 M5 has been out. Why won’t GM just die already, and same with Chrysler.

  • Silvia

    I agree 100%.  As a F1 fan, I found the statement somewhat incredulous.  I had to Google this to explore the truth.

  • David Paton

    Cadillac did develop the technoloy for use the 2002 STS, under DELPHI, which GM owned the control of. Bejing West Industries purchased Delphi’s chassis division when it was dismanteled. The MagneRide system was a byproduct of Delphi’s work with LOTUS on it’s then active suspension system for F1 (which GM also owned at the time) in the late 80’s early 90’s.

    Now you know. Cadillac was the first car to utilize the magnetic suspension system. which is a patent protected system, that all manufactures pay to utilize in thier automobile. Fiat, GM, Audi, Honda all pay BWI for the technology, But Cadillac pioneered its first use partnered with Delphi/Delco. Active suspension in its modern form would itself be traced to Lotus F1, (which is a complety different system) however many manufacturer’s were developing semi-active adjustable dampers and air spring systems since the late 1970’s.

    I suggest the author read a book or two before relying on his short term journalist spec sheet knowledge.

  • Finewood

    Consider the journalistic credentials of whomever penned the title of this blog and spelled “yeah” as “yea”, as so many of the younger quasi-literate writers do.  Also, automoboles do NOT have ‘dampeners’ on them unless they are there to spray water into an intercooler.  The ‘shocks’ are DAMPERS, as they DAMP motion in the system – another all too common mistake made by the ‘recent Journalism School Grads’ crowd.

    As for who poineered magneto-rheological dampers for automotive performance applications, anybody ever heard of MagneShocks – formerly part of the Carrera Shocks outfit right here in the gool ‘ol USA?  Check ’em out at http://www.magneshock.com.


  • Janusha

    This isnt journalism, its bought and paid for, aggressive GM advertisement. Made to appeal to frantic flagwavers that dont know any better. WHAT IF WE TOLD YOU.. yeah. They dont actually tell is Ferrari uses GM tech because that would be a lie. Instead they let you come to that conclusion all by yourself with clever use of editing and imagery. Note how the Ferrari stays behind the Cadillac. Now its no longer enough to claim superiority over BMW. Now they go after Ferrari too. I wonder… I wonder. At what point does it ever get embarrassing.

  • Nikstoebick

    CTS-V a POS? You must have a mental impairment.

    You probably also think the ZR1 is a POS too, yet it smashed your favorite cars at Nurburgring. 🙂

  • PJM361

    You are wrong, the shocks were invented by Delphi Automotive which was sold to  BWI in 2009

  • PJM361

    Sorry didn’t see David Paton’s  post above which already explained it

  • Ptrckrhoades

    lol Cadillac I think Bose has a message for you that sounds a lot like yours to Ferrari 

  • Bose has a different technology all together. Their entire spring and shock system is a linear electro magnetic motor at each wheel, GM’s is a traditional spring and damper design with a special fluid that reacts to magnetic fields. Close but not the same.

  • Joe_HTH

    Because Ferrari is using GM technology, which they licensed to Ferrari dumbass. It’s a fact that GM invented this technology, not Ferrari.

  • PJM361

    He without (grammatical) sin cast the first stone.
    It’s good not gool. Sorry, just kidding, couldn’t resist 😛