Cadillac USA Sales : 1990-99

1999 Deville model. Could it see off Lexus and Mercedes?

For the previous five years, sales in the US had fallen from 300,000 to 267,000. Could the slide be arrested from 1990? Competition was mounting from Germany and Japan so any laziness or lack of focus would be exposed.

1990-94: The Deville was the critical model at this stage. A new generation of the model in 1994 did little for sales though. A new Seville and Eldorado in 1992 did improve sales for each car but small the numbers were not that helpful.

The Fleetwood separated from the Deville in 1992, it retaining the size of the previous Deville. The briugham was discontinued in 1992 and the ill-conceived Allanté was also phased out. The hoped for sales revival hadn't materialised.

Model	1994	1993	1992	1991	1990
Deville	124,804	115,870	127,766	146,636	168,832
Seville	37,868	35,280	41,152	26,688	33,228
Eldorado	24,837	22,982	27,527	15,304	22,832
Fleetwood	22,197	27,253	7,504
Allanté	959	2,655	2,314	2,643	3,407
Brougham	21	119	7,913	22,017	29,869
Total US Sales	210,686	204,159	214,176	213,288	258,168

1995-99: Despite new models, sales were stable but not really going well. The Fleetwood went and in came a rebadged Opel Omega listed below as the Catera. Also, the Escalade large SUV was introduced and sales were reasonably good. 

Unfortunately for Cadillac, Mercedes-Benz and Lexus outsold it in 1999, 1998 being the last year the marque was top dog in the US in terms of sales volume. 

Model	1999	1998	1997	1996	1995
Deville	90,755	102,022	104,743	103,730	106,581
Seville	33,532	39,009	29,837	33,809	37,025
Escalade	23,897	5,192
Eldorado	15,255	15,765	20,609	20,964	23,200
Catera	15,068	25,333	25,411	1,676
Fleetwood		22	2,024	10,200	13,698
Total US Sales	178,507	187,343	182,624	170,379	180,504

For the 1980-89 period, just click here.
For the 2000-09 decade, simply click here.