Like it or not, “Dare Greatly” is having an intended effect. Younger buyers are entering the Cadillac brand and half of its customers are now younger than 56 years old.
That’s according to Cadillac President Johan de Nysschen, who commented on the fact in a Detroit Free Press report published last Tuesday. Cadillac has most recently been stuck in the geriatric ward with older buyers flocking into showrooms. Former Cadillac Chief Marketing Officer Uwe Ellinghaus often spoke at length about “Dare Greatly” and its mission to appeal to younger generations, specifically Gen X and Millennials.
Although the de-graying of Cadillac is a good sign, its sales are far from strong. Cadillac sales fell 28.6 percent year-over-year last December. From 2016 to 2017, sales were down a whopping 8 percent.
de Nysschen will launch the first all-new Cadillac under his watch at the 2018 New York International Auto Show in a couple of months. The 2019 Cadillac XT4 compact crossover will arrive as fresh, and much needed, ammunition for dealers.