When it comes to entering segments Cadillac must compete in, don’t expect a slew of bespoke platforms. That’s the word from Cadillac President Johan de Nysschen, as he revealed in his latest interview with Motor Trend.
Dedicated architectures simply price vehicles out of competition with a lack of economies of scale. That means Cadillac will continue tapping family platforms for more mainstream crossovers
“All carmakers want to position themselves in lower segments as a brand intercept and to build loyalty. The problem is, whether you are Audi, Cadillac, or BMW, it is very difficult to get economies of scale in emerging segments with a dedicated architecture. And if you cannot, then it’s impossible to achieve the required price point. So you have to go to commonality and share across mainstream entries to get the economies of scale,” de Nysschen stated.
Although, this opens up a unique factor for Cadillac sedans, per the Cadillac boss man.
“For Cadillac, we will follow the avenue where sedan architecture’s dynamic requirements play a larger role in the buying decision than those in the crossover space. Cadillac sedans will be unique architectures.”
Future Cadillac crossovers won’t simply be rebadges, apparent in the 2017 Cadillac XT5. de Nysschen went on to state suspension setups, powertrains and other exclusive technologies will be fitted to Cadillacs to create the aspirational appeal the brand hopes to achieve.
“We’re going to work on communizing and maintaining synergies but make sure positioning is very true.”