The Cadillac CTS is marks the iconic American manufacturer's third attempt at cracking the British market.

The unloved Cadillac STS luxury car was its modern model sold on these shores, while the Cadillac BLS sells in modest numbers – but has never been the sales success it hoped.

But the all-new Cadillac CTS executive saloon is the car which the company says will establish the brand in Britain. We sent Stuart Milne to Hampshire to see how the car stacks up against its rivals.

View more pictures of the Cadillac CTS

The Cadillac CTS is a vital car for Cadillac; a car which it hopes will steal sales from BMW, Audi and Mercedes.

It fits, rather awkwardly between models in those manufacturer's ranges. If it was a BMW, it would be a 4.5 series – bigger than the 3 Series, smaller than the 5 Series.

But that means it is unique in the market; and for some drivers that's very important.

And the Cadillac CTS's radical design sets it apart from its sober German rivals.

It has a number of Cadillac trademarks, such as the huge 'egg crate' grille and the vertically-stacked front and rear lights. Within all four light units is a light tube, which will become characteristic of Cadillac, in a similar way to the daytime running lights fitted to the current crop of Audis.

But while the Cadillac CTS will certainly stand out in the company car park, is it a worthy alternative to the usual choices?

Pumping audio

It certainly comes with all the toys; in fact the only options are metallic paint, a sunroof and real wood trim.

Standard equipment includes a full, hand-stitched leather interior, electric seats, sat-nav with an 8-inch screen, dual zone climate control and bright bi-xenon headlamps.

But the biggest cheer is reserved for the excellent Bose 5.1 surround sound system which utilises the screen for its controls. Most of the system's features can be operated while the screen is retracted, leaving a small part exposed.

Pop it out, and it reveals the full gamut of controls for the radio, CD player, integrated iPod/MP3 controls, 40GB hard drive-based music server and TV tuner.

The system has been developed specifically for the Cadillac CTS by Bose, and has presets to tailor the surround sound for the driver, rear passengers or centrally around the car. It's an excellent system, and certainly among the best available in a £30,000 car.

View more pictures of the Cadillac CTS

The interior is attractively designed, with a swooping centre console and plenty of metallic-effect trim. The dials are clear to read, although the speedo has 30mph increments, leaving the test drivers to use the large digital version. However, this replaces other readouts such as distance and fuel consumption.

While the interior looks nice, we found slight deficiencies in build quality, which meant some of the trim would creak on the move. But it's certainly one of the better American cars sold in Britain.

Space in the front of the cabin is good, although not to the standards of its rivals. Headroom in the back is good, but if the front occupants are over six foot, legroom is compromised.

Firm ride

Ride comfort is dependant on which of the two engines are specified. The 2.8-litre version has a compliant ride, if a little floaty. The top of the range 3.6-litre version's suspension is rather too firm on the move, although does corner flatly.

The Cadillac CTS has been tuned for European roads and tastes, so lacks the soggy handling American saloons are noted for. This means the CTS can be hustled along the road at speed, and with a good amount of driver involvement.

Both of the engine choices offer plenty of power, although the low power 2.8 version feels sluggish compared to the quicker 3.6. Both cars are equipped with a six-speed automatic gearbox, although the 3.6 features steering wheel-mounted paddles.

The 2.8 develops 206bhp and can accelerate to 62mph from rest in 9 seconds before reaching 127mph, while the 3.6 covers the same marker in 6.3 seconds with a 150mph top speed.

GM's 3.6-litre engine feels strong, and offers excellent performance, without delivering much of a penalty at the pumps. Its average consumption of 25.4mpg is just 0.3 less than the 2.8, while the 3.2's emissions of 264g/km are just one gram more than the 2.8.

Bargain price tag

In fact, the only drawback to the 3.6-litre version of the Cadillac CTS is the increased list price - £32,995 rather than £26,995.

Neither model will have cheap running costs, although a 2.9-litre V6 diesel model offering 250bhp and more than 400lb/ft of pulling power will appeal to British buyers.

Road tax is currently £400, and insurance is likely to be costly too; but servicing from Cadillac's six retail and three service centres shouldn't break the bank.

If exclusivity is all-important, the Cadillac makes a lot of sense, as the company expects to shift around 300 models a year. It makes an exceptionally bold statement, and has an exceptional equipment list. It might not worry the German aristocracy just yet, but will certainly give them something to think about.

But when Cadillac launches its coupe, estate and BMW M5-rivalling CTS-V, there will be an even more compelling case for the big American cruiser.

Check out this video of the Cadillac CTS: