Cadillac’s U.S. sales may not challenge its German luxury rivals, but it’s commanding higher prices—and that’s a good thing.
Automotive News recently dove into Cadillac sales data and found the average Cadillac sells for $60,366 in the United States. The closest rival, Mercedes-Benz, sells for $56,736 on average. BMW’s figure sits at $54,336 and Audi’s at $50,860. That means for the average Audi sold, Cadillac is selling a car for roughly $10,000 more.
The reason behind the higher transaction prices is simple: Cadillac sells the big-dollar Escalade. The Cadillac Escalade has made up a quarter of the brand’s sales in 2017. Base prices for the Escalade and Escalade ESV are $74,590 and $77,590 before any extra options are tacked on.
Additionally, BMW, Mercedes-Benz and Audi have all pushed into more mainstream segments, which traditionally don’t command high prices. The Mercedes-Benz CLA, Audi A3 and BMW 2-Series—each entry level sedans—all start around $32,000. Cadillac’s ATS sedan is the brand’s most affordable vehicle, which starts around $34,000.
Cadillac has priced its most recent vehicles—the XT5 and CT6—aggressively, but the brand has stated additional variants will arrive to up the opulence. Starting next year, the Cadillac XT4 crossover will begin the brand’s product onslaught. High transaction prices are certainly a good place to start—for now.