Cadillac is preparing to launch its first all-new product under the brand’s latest boss, Johan de Nysschen. That vehicle is, of course, the 2016 Cadillac CT6. But as Automotive News recently pointed out, Cadillac between a rock and a hard place as it prepares to launch a third entrant into the luxury sedan segment, one that has shown the slowest growth in the United States, while crossovers boom.
The 2016 Cadillac XTS is a downright a tweener vehicle. Its specifications lend itself towards a large luxury sedan, albeit in front-wheel drive, meaning that it doesn’t match the German large sedans in the slightest. Indeed, the XTS may be the only product left in Cadillac’s portfolio that caters to the brand’s older audience.
By contrast, the 2016 CT6 certainly is not a tweener in the slightest, as the car’s specs show it pegs the BMW 750i, Audi A8, and Lexus LS in short-wheelbase form. Mercedes-Benz, however, exclusively sells its S-Class in long-wheelbase form in the Untied States, meaning that it outdoes the CT6 in nearly every dimension; but Cadillac is remedying something for the boys over at Benz to drool over, according to de Nysschen.
Finally, we have the 2016 CTS: based on the longer variant of GM’s Alpha platform, the vehicle is a true midsizer in its own right, ringing in much smaller and less luxurious than the CT6. And it is priced lower than the CT6 as well. Indeed, the XTS represents Cadillac’s past, while the midsize CTS and full-size CT6 represent the present and the future. And the CTS and CT6 are distinct vehicles in their own right. So then, what’s the problem?
Well, despite the XTS being on its way out, it doesn’t eliminate the fact that pricing between the three cars overlaps. And though each vehicle has a distinct entry point (read: price), the overlap is obvious.
|Model:||2016 ATS||2016 CTS||2016 XTS||2016 CT6|
Eliminating the XTS will help in eliminating the overlap, but won’t solve the fact that the CT6 is roughly $8,000 higher than that of the CTS. By contrast, the difference in price between the CTS-fighting BMW 5 Series and a 7 Series (that would compete with the CT6) is $31,000.
Hopefully, repositioning the portfolio is something Cadillac and de Nysschen are working on behind the scenes.