Cadillac is an old marque going back to 1902, becoming part of the GM family seven years later. It is reputed to be sold in 37 markets around the world (Wiki Cadillac) but only a few of note. The USA takes over 60% of sales and combined with China more than 90%. Once Canada enters the mix, the rest take less than 4%.
2015: The brand is based around six models. The best selling model in 2015 was the SRX mid-sized crossover (to be replaced by the XT5 in 2016). This is followed by the compact ATS which is a coupé/sedan, part of the range since 2012. Then the large XTS 4-door sedan came along also in 2012, now the third best selling. The full sized SUV (Escalade) is next and has been around since 1999. The CTS midsized car was introduced back in 2002 and is 5th. Finally the ELR compact 2-door coupé which ended its run altogether in early 2016.
What's new for 2016: The CT6 is a full sized luxury car that carries over from the Fleetwood, that ceased in 1996. The XT5 replaces the SRX mid-sized crossover.
US Dealer rationalisation: Cadillac has over 900 dealers in the US and is offering to the smallest 400 that sell less than 50 cars per year a payout (averaging $120,000) to stop selling the brand. That will cost some sales initially but overall add sales to the larger dealers who can afford to invest money in upgrading sales and service.
Summary: Compared to most other premium marques, Cadillac isn't exactly global. They don't sell in New Zealand for example (shock, horror). To catch up now would be quite a task, so GM isn't trying to change the situation it seems to me. A 7.5% increase for 2015 was good and it secured sales of just over a quarter of a million.
Data source: Cadillac.
|The new XT5|