Whether Cadillac likes it or not, its best-selling vehicle is a body-on-frame SUV. The Cadillac Escalade exudes everything the brand wants from its crossovers and other passenger vehicles. Swagger, luxury, aspiration, pick your adjective.
In the meantime, while Cadillac plays catch up with crossover vehicles, German rival Mercedes-Benz prepares to enter new territory with its own luxury pickup truck, set to debut on October 25. At this point, it seems like a major missed opportunity for Cadillac.
While crossovers are fine and dandy, pickup trucks are the other hot ticket in the U.S. market. And, if there’s a vehicle General Motors knows how to build, it’s a damn good truck. In fact, we’d venture to say its pickups and SUVs are core competencies of the General, alongside its small-block V8 engine.
A Cadillac pickup truck would be nearly effortless, borrowing extensively from the GMC Sierra or Canyon Denali’s playbook, but upping the luxury appointments even further. If there’s anything we can learn from Denali sales, it’s that these buyers aren’t using their vehicles for work; Denali trucks and SUVs are roaming strip malls and taking kids to school all across the United States.
No, a Cadillac truck would not fall in line with Cadillac’s current overarching strategy. But, you know what it would be doing? Daring greatly and setting itself apart as an American luxury powerhouse.
Cadillac knows how to build big vehicles, it’s what the brand has long been known for. The fact it has taken another automaker this long to understand Americans like luxurious trucks is shocking. It’s just even more surprising Cadillac hasn’t taken advantage of it first.
Comments
Has thou forgotten? https://en.wikipedia.org/wiki/Cadillac_Escalade#Escalade_EXT
Chris,
Nope, I think everyone remembers the Escalade EXT. However, I meant for something a tad different rather than an Escalade pickup of sorts.
Cheers,
-Sean
I know, but it is certainly worth a mention in this discussion. I agree an actual pickup from Cadillac would be interesting and would certainly sell some (and wouldn’t be hard to do), but I don’t know how well it fits in with how the brand wants to grow, not to mention the bigger, dire need for more crossovers in the lineup Cadillac needs to focus on. Higher trim level Silverados and Denalis fill the space well enough I think.
Great idea – look how the Lincoln Blackwood turned out! Oh, wait…
I don’t think a truck is the best choice at this time. Remember Escalade EXT? I think GM would be best off to let GMC tackle the luxury truck space. Denali has a strong brand going and it could definitely be pushed even further to cover this market and better separate Sierra from Silverado. Cadillac needs to focus on SUVs. If they want to play around with more body on frame offerings, then maybe the best vehicle program to pursue that path would be an off road luxury SUV. I think they would be better off trying to take sales from Range Rover and G Wagon than possibly taking away from Denali. I would love to see the Cadillac flagship take the shape of an exceptionally engineered luxury, off road capable SUV, right on par with Range Rover and maybe even Bentayga. SUVs are where the luxury market is at.
Waste of time and money. Throw your effort into improving on the Canyon and Colorado–sunroof, power rear sliding window; 10-speed transmission; push-button start, and etc.
Ron
Ron, just a question. Why a power sliding rear window? I only use mine to put wood through and that is very rare. Do folks use it for anything else?
I use my sliding rear window for three things:
1) long material that wont fit in bed (pipe, wood etc)
2) Exhausting farts
3) Grabbing beers from the cooler on long road trips – this is most important
In a perfect world, i would like to see the entire rear window go down like the bronco of the past….and the Toyota of today.
If they need that, why did they skip the EXT ?
Mr. C
Here is the deal.
At this point the Benz is an unproven commodity. The vehicle may take of and it could very well tank.
The history of Luxury trucks are mostly the EXT and the Lincoln trucks including the very rare because no one wanted it Blackwood.
The problem here is the SUV is more a market that appeals to women and men. Most SUV models are mostly women buyers anymore and few men are looking for luxury trucks.
Then you also already have luxury models from Ram, Chevy, Ford and GMC now. they cater to the small segment that would want them and that is fine.
Why is Benz selling a pick up well they have no other name to sell it. I wager sales will be limited and because they have no lower priced models the cost will be low as well as profits.
GM should just focus back on making what they have better.
As of now Ford is shutting down production due to slow sales and I expect GM will slow production. Right now this is not the time to add more variations of a vehicle that is slowing in volume in the market.
I think scott3 said it well here and provided some good context with the Blackwood and the availability of highly optioned high profit offerings from GMC.
Additionally, a truck is not within the Cadillac portfolio for a reason. What would differentiate it from the GMC besides adding the Escalade styling? Escalade EXT yearly sales were less than 5000 and declining from 2008 through 2013.
In looking at the M-B offering, it looks more like a Honda Ridgeline than a BOF SUV. To me, it really doesn’t look worthy of the Tri-Star badge and may do more damage than good, unless it has something revolutionary to the market.
Considering that M-B is partnering with Nissan-Renault for this doesn’t provide any incentive to involve Cadillac in providing a competing product.
If GM really needs a truck to compete with this Mercedes, then GMC is the proper brand to handle that task.
It’s not even close to their number 1 nameplate. Globally, the XT5 is #1. Globally, #2 is ATS, #3 is XTS and then Escalade. In the US, Escalade is #2.
The bigger point is that JdN sees that they have to be seen as more of a global luxury brand – they have to build a solid base of credible crossovers FIRST. Of course, GM could easily do a Cadillac pickup, but JdN is trying to attract a far different clientele than they have in the past. And GMC has luxury pickup covered with Sierra Denali.
Escalade is #1 when you add the long wheelbase and short wheelbase numbers up.
Not per this site:
http://gmauthority.com/blog/2016/10/cadillac-sales-numbers-september-2016-global/
I should have been more clear, Escalade is #1 in the US, when you add up short and long wheelbase numbers, as you can see if you go to the US sales counts. http://gmauthority.com/blog/2016/10/cadillac-sales-numbers-figures-results-september-2016/
Also, upon review, this appears to be due to the fact that the XT5 and SRX split the numbers this year. So you are correct in spirit, even inside the USA.
A few other things to look at are segment share and profit margin, and I’m quite sure that the Escalade beats the SRX/XT5 in those measures.
If they would ever decide to go the truck route again, I would like to see a larger cab like the Ram Mega Cab. You could add 12″ – 16″ of length to the back of the cab and still have the 5′ 8″ bed. Why not make rear reclining heated/cooled buckets an option too? You’ll sell 5,000 a year but probably at the expense of 3,000 Denali sales.
I’m sure there is an opportunity for Cadillac but it may not be good for GMC. Top line GMC’s are already well into Cadillac price ranges and the net effect may not be worth it.
You forgot about Refinement, Sean. So the question is, what does a refined pickup look like, and will the traditional pickup buyer accept it. How do you build a refined body on frame vehicle? Can a refined truck have a solid rear axle?
Also, many refined materials don’t handle truck-like wear and tear very well. Carbon fiber elements? Soft touch materials?
I think many of these problems are solvable, but the solutions require some pricey engineering.
I’m eagerly awaiting the GMC Canyon Denali. If that truck could get the Cadillac treatment, I’d probably want that instead.
It’s as if there is somewhat of a cold war going on between M.B and Cadillac . A Mercedes Truck is for people that want something completely out of the ordinary and the only cargo it will ever have is a couple sets of golf clubs .
Cadillac seems to feel they have to ” copy ” every type of vehicle that has the three pointed star on it .
It’s time for Cadillac to stay lazer focused on bringing to market the SUV’s that are in the pipeline and to start building what the whole world knows they can do is built high class full-size automobiles . They do not need a pickup in their portfolio . Let GMC tackle that market and if a Denali isn’t the truck that isn’t luxurious enough let them go a step further and give them a higher end interior etc…
The real question is ” do they need one ” .
Also by Cadillac borrowing extensively from the Sierra and Canyon is something the Old GM would do , the customer now is much more savvy and would see what would be a Cadillac with GMC parts , haven’t GM learned that this is the wrong way to go .
Just look at the Chevy Traxx and Buick Encore it would have been so easy to slap on Badges and some chrome bits and hail it as the new Cadillac , but they know better . It’s a SUV Cadillac really needs but they are taking their time and building a Cadillac SUV not a rebadge of either of the two .
Your argument is persuasive. I agree. And come to think of it, I have no interest in a Benz pick-up…. So maybe I might not want a Cadillac one if they had one. Part of my wanting a Canyon Denali is the ruggedness of the GMC brand. And Cadillac is better off by not rebadging anymore (other than Escalade).
I don’t see the point of a Cadillac pick-up truck. Americans who buy pick-up trucks buy the basic brands, not the premium brands: Ford (not Lincoln), Chevy (not Buick), Dodge (not Chrysler) Toyota (not Lexus), etc. It’s a work vehicle, even if some people only use it to move passengers and groceries. A Cadillac might be regarded as a “pansy brand” to the pick-up truck crowd. Does someone really want to get a nice Cadillac out in the dirt and grime of physical work? And if they don’t, will Cadillac pick-up truck owners get laughed at, as “working class wannabes” who don’t really want to get their fingernails dirty?
Good luck to Mercedes with their pick-up truck. GM has Chevy AND GMC, I think they have that segment pretty well covered.
Cadillac needs a Range Rover rival, not a pick-up. Leave that to the other GM siblings.
Cadillac had the Escalade EXT that was it’s version of Chevy’s Avalanche and it didn’t sell well as it managed about 10-percent of what the regular Escalade sold.
“The Cadillac Escalade exudes everything the brand wants from its crossovers and other passenger vehicles. Swagger, luxury, aspiration, pick your adjective.”
How about advanced, refined or high-performance? I don’t see those adjectives used for the Escalade.
As far as M-B entering new territory with their luxury pick-up truck, that is somewhat debatable. M-B has the utility/commercial vehicles from light duty (Sprinter) to Tractor Trailer (Actros). The point being that Mercedes is more than a luxury brand. Cadillac is a brand under GM. Cadillac doesn’t need to take a shotgun approach to product development and market coverage. GMC can handle it just fine with a Denali variant.
Also, this M-B truck is developed in partnership with Nissan/Renault. This doesn’t send me a message of dedication if they are simply creating an upscale Nissan, while also punching downward market-wise. It doesn’t strike me as luxury. If they were to make a truck based on their G-wagon, that would be different, but that apparently is not worth the risk.
For these reasons, I see no need for Cadillac to play “me too” with a truck.
No. As plenty above already mentioned, they already tried that with the Escalade EXT.
What Cadillac should do is make the Escalade more upscale, more luxurious & refined. Have go after the Range Rover & The G63 … Not necessarily capabilities, but in luxury & refinement. They could make a rear-passenger oriented one to take on the upcoming Maybach GLS.
caddy has missed everything
First of all, the EXT failed because it was the luxury niche of an Avalanche which was a novelty vehicle niche to begin with.
Secondly, who says a new Cadillac truck would have to wear the name Escalade again? Let it have its own identity!
Third, the EXT and Blackwood failed because of vehicle packaging! They looked like trucks but couldn’t function like trucks.
In my opinion:
1. Fund a new sheet metal Cadillac on the existing 3/4 ton platform. Duramax and Allison.
2. Drop the Escalade interior in the truck and bring more truck functionality to the center stack.
3. Think outside the box with interior materials like ostrich letter or buffalo hide seat inserts, polished deer antler rotary dials, open poor wood trim, etc.
4. Price accordingly. Men buy expensive trucks because they like them and they know their buddies are going to druel over them too. Make them pay. The market is primed for a $90,000 Cadillac Tahoe; why not an $80,000 Cadillac Silverado?
It fits JdN strategy if the interior execution is 110% Cadillac; wouldn’t work if its just a rebadged Denali (i.e. first gen Escalade).
For the record, Cadillac should own the luxury SUV segment. I pray to God the next generation of Caddys are more Land Rover/Porsche than Lexus/Acura.
Before you can dive into the deep end of the pool [Market] you first must be able to master swimming proficiently.
In other words until Cadillac has dominated everyone in the XT5 segment with no question and earned the customers trust they are not yet ready to take on Bentley or even Porsche yet.
You really can’t expect people to drop $150,000 on a Cadillac till they have mastered the segments they are already in.
They have to earn this first. It takes time and investment and both are going on now to make things the way they need to be.
Here is the best comparison if Cadillac would do a truck.
Lincoln Blackwood 2002 3,356 Originally 18,000 were expected and the LT and Blackwood neither made that number any year.
Lincoln Mark LT
2005- 10.274
2006- 12,753
2007- 8,382
2008- 4,631
2009- 147
Not much meat on the bone here.
2010-2014 I do not have the numbers but since it was discontinued I would say they were not enough to save it.
Do not mistake SUV sales with truck sales as they are two different demographics and two entirely different segments.
Keep in mind companies like Benz and VW are doing more high end trucks as they want a truck but they have no low segment to sell them in. Also they have yet to prove they will be successful either. Based on the Lincoln numbers I expect they will struggle.
Sure they could be a few bucks but with all that investment today MFG look at making the most of their investment and other projects like additional SUV models would sell many times the best Lincoln LT sold.
If you can sell product A for 2000 units and $2000 profit or you can sell Product B for 20,000 units for $3000 per unit and you have to chose one what would you do?
Making money is not enough it is about making the most money per dollar invested.
One only has to look to the best example of this product segment in the Lincoln Blackwood and the defunct Lincoln Mark LT as both sold so few cars over so many years Ford finally gave up.
I would not lump the EXT in this as it was as much or more an SUV than a truck. SUV models are a whole different segment in this game and a whole lot bigger demographic.
It will be interesting to see how Benz markets their truck and just how many they really sell. With global sales they may make it work but just North American sales only it will fail miserably.
VW is going global with their truck so they have a fighting chance.
I would fault GM if they did not already have the Denali line but as sales are slipping on all trucks and brands now is not a time I would bring anything like this to market.
Chris–I found the power rear window I had in a Tundra a while back to be convenient and useful when loading long pieces of lumber or long fly fishing rods from one fishing hole to the next and needing to make small adjustments in the opening size while driving; opening it a bit while travelling to get a nice fresh air stream through the truck; let the big dog in the back seat stick his nose out for a whiff or two; letting passengers in the back reach into the bed for something, and so on. The Tundra had a power rear window that “rolled” all the way down, as opposed to sliding horizontally, and I especially liked that feature. Ron
Ci2Eye, i agree with you 100 %
Mr. C
OK, my opinion has changed a bit with the Mercedes show truck now shown. It is a mid size truck based on a Nissan. Nothing real special. They will just doll up the Nissan basics and have a non working man truck for the rich masses. In other words if you want to pull or carry a toy (boat, skidoo, play motorcycle) and have lots of money and want something next to your Lambo or BMW or Mercedes this is the vehicle to get.
My Colorado is not this truck. Even in some Denali form it will not compete. GMC does not have the panache. IF GM wants to compete Cadillac needs a fully restyled and upgraded Colorado in their portfolio. BUT I doubt this is a GM priority. But it is something they should watch to see what happens.