In the midst of reinvigorating its product portfolio with performance-oriented luxury vehicles, Cadillac is gunning for the title of the top-selling luxury brand in the United States. To get there, General Motors plans to double Cadillac sales in the U.S. from its 2010 level — which topped out at 152,398 units.
The GM Authority Take
Doing the math, doubling 152,398 Cadillac sales (in 2010) would result in 304,796 unit sales per year — a volume that would have placed Cadillac at the top of the automotive luxury sales chart in 2011 and 2010. The strategy is sound considering that luxury vehicles carry far higher profit margins per unit and aren’t affected by volatile economic conditions as much as non-luxury/mainstream cars.
As such, the goal is definitely one worthy of pursuing for The General. Whether it’s attainable, however, is a separate question. But given that the Wreath and Crest plans to replace every model in its portfolio by 2015 with all-new more competitive (read: more desirable) models while adding new nameplates and attracting customers for life, a twofold increase in sales doesn’t seem unfounded. But let’s hope Cadillac boosts sales in Europe sooner rather than later.
Wondering what Cadillac has in store for the future? Check out our Future Cadillac model guide.