BMW, Mercedes-Benz and Lexus have a stronghold on the luxury car market, leaving Cadillac, Acura, Audi and Infiniti to battle it out amongst each other. Cadillac fares pretty well among these second-tier luxury automakers and is even ahead of Audi in sales so far this year, but that may not last if it can’t turn things around.
At the end of February, Cadillac had sold 23,419 cars, a tad more than Audi’s sales of 22,996. Brand CEO Johan de Nysschen is definitely happy to see Cadillac edging out the German competition, but the company’s sales are still down 5.6 percent year-over-year while the rest of the “second-tier” luxury brands have posted double-digit gains. Let’s hope those ‘Dare Greatly’ ads begin to work their magic soon, or Audi will be cruising past Cadillac in sales.
Cadillac CEO Johan de Nysschen has admitted the company’s turnaround won’t happen over night, and we won’t really begin to see what the transformed Cadillac is all about until around 2020. The brand’s relatively weak market performance may stick until it can roll out some more up-to-date products, mainly more crossovers and a small entry-level model.