The 2016 Cadillac CT6, frankly, shocked when it was revealed to start thousands of dollars less than comparative German rivals. But, that’s all part of the plan according to Cadillac President, Johan de Nysschen.
According to the latest report from Automotive News, de Nysschen wants new and future Cadillac product to “earn” their prices. It’s also a play directly from his time with Audi, where vehicles consistently undercut Mercedes-Benz and BMW, only to eventually increase as respect and equity built for the brand.
de Nysschen also said he would rather price the 2016 Cadillac CT6 to sell, rather than spoon feed incentives for the car over time.
“Knowing that, it seemed to be more sensible to price CT6 right and let the car gain traction,” he said. “We need to give the car time to establish a reputation. With a very compelling product offering and a good price, I think that’s the way to do it.”
Though the 2017 Cadillac XT5 has yet to be priced officially, the Cadillac boss also said to expect a very similar strategy to what we’ve seen with the 2016 CT6, and stated it will be “competitive.”