Cadillac will add two new nameplates to its product portfolio over the next 18-30 months, but despite the expansion of its lineup, it won’t try to compete with the vast array of models offered by Mercedes-Benz and BMW, the automaker told Edmunds.
“Just look at just how broad Mercedes and BMW are,” Bob Ferguson, senior vice president of Global Cadillac told Edmunds at the 2014 Chicago Auto Show. “Their portfolio is really, really wide. We have no aspirations to get that broad.”
Cadillac currently offers six nameplates, a number that will rise to eight with the introduction of the rear-drive CT6 and a small crossover SUV positioned below the SRX. Cadillac’s six current nameplates can be broken down into 12 different models. By comparison, Mercedes-Benz currently offers 13 different nameplates and 65 different models.
According to Edmunds sources, Cadillac’s product portfolio could grow to nine before the end of the decade. Ferguson would not provide an exact number of new models that will be added, but did say that Cadillac hopes to have “a full showroom for our consumers and our dealers.”
Ferguson clarified a product portfolio the size of Mercedes-Benz’s is not part of their plan.
“I don’t think we need one,” he said. “I think we can satisfy the markets that we are in by doing an excellent job with what I would call a full portfolio but not an excessive portfolio.”
Cadillac’s ninth model could be a new full-size crossover positioned below the Escalade and above the SRX. It could utilize the next-generation Lambda platform, Lambda II, or the full-size, rear-drive Omega architecture shared with the 2016 CT6.