Though global Cadillac sales dropped 9.6 percent to 20,688 vehicles in July 2015, the brand did post a record Average Transaction Price (ATP) of roughly $52,000.
That ATP represents a record high for the brand for the month of July and is also “higher than either of its key competitors” during the month, “reflecting the strong improvements in sales mix as customers seek fully equipped versions of the ATS, CTS and Escalade lines”, according to Cadillac. Meanwhile, the brand explains that sales are down due to decreased fleet sales.
In a separate report, Bloomberg analyst Kevin Tynan stated that his findings show that Cadillac retail transaction prices rose 8 percent in the first half of the year. It was the second-biggest increase among premium/luxury brands, with only Land Rover being ahead.
Meanwhile, data from TrueCar Inc. shows Cadillacs now selling for roughly 7 percent less than a comparable new BMW. A year ago, new BMWs sold for 14 percent more than Cadillacs.
The tradeoff between volume and ATP (and, ultimately, profit per unit) is obvious, though a circumstance that some dealers aren’t necessarily happy about.
More on Cadillac’s July 2015 sales results: