Global sales of Cadillac vehicles totaled 18,096 units in February 2016, a 2.5 percent decrease on a year-over-year basis. GM’s prestige luxury automotive brand states that it is continuing to “focus on building a stronger foundation for growth” while entering “a period of key product launches in its larger markets, expanding its portfolio and reinforcing the rising stature of the brand.”
Cadillac began delivering the 2016 Cadillac CT6 full-size prestige sedan in March. The vehicle will be followed closely by the 2017 Cadillac XT5 midsize luxury crossover that replaces the SRX.
“We’re building a strong foundation of product substance and luxury brand appeal on a global basis, elevating every aspect of our business,” said Cadillac President Johan de Nysschen. “We continue to see consumers selecting a richer mix of models. The latest available data shows Cadillac with the highest average transaction prices in the U.S. market among mainstream luxury brands. With rising brand prestige, the stage is set for the launch of two all-new models – the CT6 prestige sedan and XT5 luxury crossover.”
Sales of two Cadillac models — the CTS and Escalade — increased year-over-year, while sales of four other models — the ATS, ELR, SRX and XTS — decreased.
February 2016 global Cadillac sales summary by model versus February 2015:
| Model | February 2016 / February 2015 | February 2016 | February 2015 | YTD 2016 / YTD 2015 | YTD 2016 | YTD 2015 |
|---|---|---|---|---|---|---|
| Total | -2.5% | 18,096 | 18,565 | 0% | 38,721 | 38,738 |
| ATS | -17% | 3,358 | 4,046 | -11.3% | 7,253 | 8,177 |
| CTS | +4.2% | 1,689 | 1,621 | -16.4% | 2,950 | 3,530 |
| ELR | -27.1% | 94 | 129 | -28% | 162 | 225 |
| Escalade | +24.5% | 3,383 | 2,717 | -1.2% | 5,875 | 5,949 |
| SRX | -2.9% | 5,855 | 6,028 | +11% | 13,731 | 12,372 |
| XTS | -9.5% | 3,642 | 4,024 | +2.2% | 8,675 | 8,485 |
| Others | * | 75 | 0 | * | 75 | 0 |
Cadillac sales were up in four markets and down in two.
February 2016 global sales summary by market versus February 2015:
“Cadillac’s business in Canada has doubled over the past three years, driven by increasing demand for our transformed product portfolio and reflecting the enhanced stature of the brand,” de Nysschen said.
| Market | February 2016 / February 2015 | February 2016 | February 2015 | YTD 2016 / YTD 2015 | YTD 2016 | YTD 2015 |
|---|---|---|---|---|---|---|
| Total | -2.5% | 18,096 | 18,565 | 0% | 38,721 | 38,738 |
| United States | +0.9% | 11,840 | 11,739 | -3.6% | 22,580 | 23,419 |
| China | -16.3% | 4,766 | 5,696 | +1.8% | 13,103 | 12,873 |
| Canada | +44.5% | 685 | 474 | +44.5% | 1,496 | 1,035 |
| Middle East | -4.6% | 329 | 345 | -16.6% | 618 | 741 |
| Mexico | +29.5% | 158 | 122 | +25% | 335 | 268 |
| EU & Russia | +125.3% | 169 | 75 | +70.1% | 262 | 154 |
| ROW | +30.7% | 149 | 114 | +31.9% | 327 | 248 |
According the J.D. Power, the average transaction price of a new Cadillac topped $54,000 in the U.S. in February, the highest among mainstream luxury brands.
Strong demand in the domestic market has driven inventories lower as the brand prepares to launch the CT6 and XT5 in the first quarter of 2016.
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Is a slow process, but Cadillac doing very well, this graphic is true??
http://i63.tinypic.com/24wvk1y.jpg
I saw this also posted on GM Inside news but I have not seen it confirmed anywhere else. I understand that it is a leak from an accounting firm doing an automotive forecast.
If the report is true then there will be a refresh for the CTS (rename CT5) starting in June/2016 and it spells out many changes for Cadillac over the next 3 years.
I have tried to get this across to people that the ATS and CTS will move to their CT name with a refresh of each.
It takes two years to do much of a refresh and next year will be two years.
It takes 5 years to do a total new model and that is 2020.
The delay we have had on new models is because many changes are being made. And we should see a steady stream of thing changing at Cadillac.
It just takes time to make major and meaningful changes. Some think you can do these things in just months and that is just not true. Like on the redesign for the bouncing head lamps in the 04 GTP it took a year and a half to make it and get it into production.
I expect even some upgrades in the Alpha platform for more weight loss will be in the works too. Look for some of the things applied to the Omega to be applied to the Alpha.
There just was no point putting anything out this year since it would not have been of the new management. The up grade to the Cue was already in the works and was a good move but there is a lot more to come.
When looking at Cadillac one has to consider what the real time line is to make changes like this.
Cadillac's marketing approach sucks.. because the first thing that pops into a person's head when you say Cadillac is a sofa on wheels; this is why Cadillac commercials need to show it's a completely new generation of vehicles which have been bred on heritage as much as the race track with images of Cadillac's ATS-V.R and CTS-V.R on the track or how Cadillac tune new cars on Germany's Nürburgring to achieve world-class handling and performance.
I think it has to be a two pronged approach. 1) tell everyone how the product is and how it differs from the past like what you are suggesting; 2) a more aspirational message like what 'Dare Greatly' is trying to get across.
Motor Trend recently test the Audi S6 S6 4.0T Quattro and Lexus GS F against Cadillac's CTS-V; they rated Cadillac's CTS-V as being the winner.. as this is what Cadillac needs to say in their commercials as the CTS-V is the real thing while the other cars are just pretenders.
That was not even a V series I believe it was the lower V sport that beat them which tells more.
Blame the Dare Greatly campaign...it SUCKS !!!
It's a good thing that Cadillac has two new vehicles ready to launch . As long as they are recieved well by the public it should help increase foot traffic at the dealerships .
Of course there needs to be some advertising as well . " Don't You Dare " buy anything else , buy a Cadillac .
Problem is that the current approach does not deliver a message on product substance. Yes, it tries to deliver an aspirational brand message, which is great... but why should someone aspire to have a Cadillac? I'd it the features, the driving experience, the styling, the technology, the safety, OnStar, etc.? That's what the current approach doesn't address... and it's an issue.
As an ATS owner, I can say that few know about my car and are often dismissive. But all are quite impressed with it once they see it in person, or ride with me. That right there is where Cadillac marketing is failing, plain and simple.