Compared to Audi, BMW, Lexus and especially Mercedes-Benz, Cadillac’s product portfolio can be described as slim at best. Because of this, the brand’s sales figures are constantly eclipsed by its most direct competitors due to the lack of overall variety. Yet, at least gauging from the words of GM CFO Dan Ammann, the scenario is not really viewed as problematic.
“In some ways, I think that not having the pressure to sell the last incremental car at whatever cost … is actually not a bad place to be right now,” Ammann said in an Automotive News report. “We’re not going to be in every single segment that they’re in.”
True, Cadillac is looking (and needs) to gain its footing in more established segments such as the midsize luxury sedan market with the all-new 2014 CTS before it moves to more niche segments, like a four-door coupe or B-segment urban luxury vehicle. Ammann also warns of the dangers of pursuing certain segments that could lead to brand dilution.
“Continuing to move down price points, and microsegmentation of all of these little categories, all seems to be driven by a sort of volume-at-all-costs mentality,” Ammann said. “What that does long term for brand health I think remains to be seen.”