Cadillac CTS Sales Decrease 52 Percent To 805 Units In December 2017

Cadillac CTS sales decreased in the United States and in Canada in December 2017.

Cadillac CTS Sales - December 2017 - United States

In the United States, Cadillac CTS deliveries totaled 805 units in December 2017, a decrease of about 53 percent compared to 1,697 units sold in December 2016. The figures represent the lowest December sales performance since at least December 2010.

During the complete 2017 calendar year, CTS sales decreased about 35 percent to 10,344 units. The figures represent the lowest full-year sales results since at least 2010.

Cadillac CTS Sales - December 2017 - Canada

In Canada, Cadillac CTS deliveries totaled 37 units in December 2017, a decrease of about 66 percent compared to 110 units sold in December 2016. The figures represent the lowest December sales performance since at least December 2014.

During the complete 2017 calendar year, CTS sales decreased about 36 percent to 565 units. The figures represent the lowest full-year sales results since at least 2010.

The GM Authority Take

Cadillac CTS sales continue to suffer as newer and more modern competitors edge out the midsize sedan while it receives close to zero marketing support.

This series of events has led the CTS family to come in seventh place (out of nine) in terms of cumulative sales volume in its segment, behind the Mercedes-Benz E-Class in first, BMW 5 and 6 series in second (with a cumulative 5,112 deliveries), Audi A6/A7 in third (with a cumulative 2,423 deliveries), Volvo S90/V90 family in fourth (with 1,148 deliveries), Genesis G80 in fifth and Lexus GS in sixth. The CTS finished ahead of the Infiniti Q70 and Acura RLX.

In addition, the CTS’ 37 percent sales slide represented the highest drop in its class, with the second-highest being the Audi A7 (down 44 percent, as Audi launches the all-new model) and Lexus GS (down 31 percent).

We attribute the decrease in U.S. CTS deliveries to the following factors:

1. The age of the current model: though the CTS is a solid car, it is also the oldest in its segment (tied with the Audi A6). Though its age isn’t as noticeable as that of the ATS, it is still not as competitive as its most direct rivals, the Mercedes-Benz E-Class and BMW 5 Series, both of which have recently been overhauled as all-new models. The product’s negative attributes also include various refinement items and details, such as the cabin and the powertrain (specifically the 2.0L Turbo LTG engine and any 8-speed transmission outside the V-Sport variant). The CTS does, however, excel in terms of driving dynamics, in-vehicle technology, and safety.
2. Nearly no marketing support: the CTS sees extremely little advertising from Cadillac, thereby decreasing awareness of the model for potential new customers.
3. The inability to retain existing CTS owners: Cadillac has not been as successful in retaining CTS customers for a follow-up purchase, either as a result of product-related reasons or being out-marketed by competitors, with customers switching to rival luxury brands in the segment.
4. The focus of the Cadillac team on the CTS’ replacement – called CT5 (CT five)

We don’t foresee CTS sales picking until its replacement – the CT5 – arrives in the 2019-2020 timeframe.

Sales Numbers - Midsize Luxury Cars - December 2017 - United States

The midsize luxury car segment expanded 9 percent in December and 5 percent during the complete 2017 calendar year.

About Cadillac CTS

The Cadillac CTS is a midsize luxury sedan family that includes the CTS Sedan, CTS V-Sport Sedan, and ultra high-performance CTS-V variant. The vehicle slots above the compact Cadillac ATS and below the full-size Cadillac CT6.

The current, third generation CTS was introduced for the 2014 model year. The vehicle is based on the extended-length wheelbase variant of the GM Alpha platform. The same platform underpins the sixth-generation Chevrolet Camaro while a shorter variant of the same architecture underpins the Cadillac ATS.

For the 2018 model year, the CTS gets a new exterior color, an automatic heated steering wheel, the all-new CUE 3.0 infotainment system, and the deletion of the Carbon Black Package. The vehicle is expected to be replaced by an entirely new, next-generation model called Cadillac CT5 for either the 2019 or 2020 model years. As such, the 2018 model year CTS could be the last year of the current, third-gen model.

The Cadillac CTS is built exclusively at the GM Lansing Grand River factory in Michigan operated by GM USA. The vehicle is currently not offered in China, which will likely change for the CT5, since we expect a GM China factory to build the next-gen vehicle for the Chinese market.

About The Numbers

• All percent change figures compared to Cadillac CTS December 2016 sales, except as noted
• In the United States, there were 26 selling days in December 2017 and 27 selling days in December 2016
• In Canada, there were 25 selling days in December 2017 and 27 selling days in December 2016
• CTS sales include Cadillac CTS Sedan, CTS V-Sport Sedan, and CTS-V Sedan
• E-Class figures include Mercedes-Benz E-Class Sedan, E-Class Wagon, E-Class Coupe and CLS-Class
• BMW:
  • 5 Series figures include BMW 5 Series sedan and 5 Series Gran Turismo
  • 6 Series figures include BMW 6 Series coupe, 6 Series convertible, 6 Series Gran Coupé and 6 Series Gran Turismo
  • Though they are split out on the sales chart, we count these models as a single model given that they are all mechanically related and target similar customers
• Audi:
  • A6 figures include Audi A6 and S6 – see Audi A6 sales
  • A7 figures include Audi A7, S7 and RS7 – see Audi A7 sales
  • Though they are split out on the sales chart, we count these models as a single model given that they are all mechanically related and target similar customers
• Q70 figures include Infiniti Q70 and Q70L
• Volvo S90, V90, V90 CC include:
  • Volvo S90, the sedan variant of Volvo 90 series – see Volvo S90 sales
  • Volvo V90, the wagon variant of Volvo 90 series – see Volvo V90 sales
  • Volvo V90 CC, the ruggedized wagon variant of Volvo V90 – see Volvo V90 Cross Country sales
• Sales figures for the Jaguar XF and Maserati Ghibli, which compete in the midsize luxury car class, are not included since Jaguar does not disclose sales by vehicle line