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| The Lincoln Aviator looks good |
In Germany, the premium market is dominated by local marques, as is the case in Sweden although with a sole entry. The UK shows a lack of local support due to a self-centred culture that ignores the greater good. In the US, I think its premiums lost out due to apathy on the part of the owners.
It makes sense to push premium marques because the margins are greater. As to why GM and Ford neglected them is hard to fathom. However, the effort has been put in recently as we shall see. The graph below covers a generous thirty years.
Back in 1990, the two largest selling nameplates were Cadillac and Lincoln. Through that decade, that lead was being slowly eroded. Acura was third but it too was slipping. Just below was a group that was holding its own, biding its time as the gap narrowed.
Things started to take off around the year 2000 with both BMW and the new MINI in a tussle with Lexus for the top spot. After the 2009 crash, Mercedes joined them while the others stayed put. Audi did make an effort to play catch up with some success.
The last few years have seen Lincoln in particular remain solid while the segment retracted. Can they and Cadillac take the opportunity to strike back? It's doable but will take real effort and savvy decision making to gain back the customers they lost over previous decades.
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| The Cadillac CT-5 V brings pizazz to the segment |
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