Everyone here at GM Authority was a bit fired up yesterday after hearing Cadillac has reportedly scrapped its CT8 sedan. The CT8 was destined to be the brand’s true flagship sedan with an even longer wheelbase, more spacious innards and plentiful luxury.
Our first reaction was along the lines of “how could Cadillac do this?” But, maybe it’s a smart move after all. We’ve had no true explanation of the move yet, but we can bet it’s because crossovers and SUVs are becoming more of the norm in the marketplace. Cadillac could clearly see this, General Motors knows it and the industry at large is starting to believe it.
Dumping investment dollars at a project that would likely not reach many consumers in the long run could be some savvy business strategy.
However, flagships aren’t a one-trick pony. The CT8 could have been Cadillac’s brand ambassador, the vehicle to aspire towards. Flagships have a tendency to do just that, and Mercedes-Benz has perfected the strategy. Everyone who stares at an S-Class’ window sticker immediately sweats profusely and steps into a CLA instead. Why? Because they want the badge associated with the S-Class, minus the sticker shock.
The CT8 probably wouldn’t have been enough to really steal sales from Mercedes-Benz, but it seems to be a miscalculated branding move. A crossover will never have the swagger a big luxury sedan does.
We’re ready to turn it to you now. Talk to us down below, and vote in the poll on if Cadillac has made smart choices, or unintelligent mistakes.