The Seville, introduced in May 1975, was Cadillac's answer to the rising popularity of such European luxury imports as Mercedes-Benz and BMW. GM planners were becoming concerned that the division's once-vaunted image as "The standard of the world" was fading as the 1970s unfolded, especially among the younger generation of car buyers. Seeking to counter Cadillac's heavy slant towards the over-50 age group, the Seville was a bold attempt to both rejuvenate the make's image and win over young import buyers.