Cadillac sales plateaued last month as the luxury automaker continues to trail behind its German rivals. Cadillac sales rose only 0.1% to 13,941 units in June. That’s discouraging to say the least, but better than crosstown rival Lincoln, which saw a 2.7% drop in sales according to 24/7 Wall Street.
Many would look past Cadillac’s lackluster performance if it were representative of the market’s performance last month. However BMW sales rose 11.5% in June, while Mercedes-Benz was up 8.8% and Audi was up 23.1%. It wasn’t just the Germans who had a strong month either, Toyota’s Lexus brand also saw a 10.1% rise in sales.
24/7 Wall Street thinks Cadillac’s inability to compete can be chalked up to its model lineup. The brand only has seven nameplates, while BMW has eight and Mercedes has 12. However former head of Global Cadillac, Bob Ferguson, said Cadillac isn’t going to go product-for-product with the Germans at the Chicago Auto Show In February.
“Just look at just how broad Mercedes and BMW are,” Ferguson told Edmunds. “Their portfolio is really, really wide. We have no aspirations to get that broad.”
Cadillac will add the 2015 ATS Coupe to the lineup shortly, which will compete directly with BMW’s 4-series. There are also plans to add a full-size flagship sedan to the portfolio, possibly called LTS, in addition to the high-performance CTS-V and ATS-V. Cadillac knows it will have to introduce more than a few new models to gain the necessary ground needed to be in striking distance of BMW, which may be why the brand has more new models under development today than in its history.