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Cadillac U.S. Sales Decrease 28.6 Percent To 15,304 Units In December 2017

Cumulative U.S. sales of GM’s Cadillac brand decreased 28.6 percent to 15,304 units in December 2017.

Retail sales decreased 16.3 percent or 2,774 units to 14,287 vehicles, representing 93.4 percent of total Cadillac sales in December 2017. That compares to 17,061 retail sales in December 2016, which represented 79.6 percent of total Cadillac sales.

Fleet sales decreased 76.8 percent or 3,368 units to 1,017 vehicles, representing 6.6 percent of total Cadillac sales in December 2017. That compares to 4,385 fleet sales in December 2016, which represented 20.4 percent of total Cadillac sales.

Cadillac Average Transaction Prices (ATPs) set a new monthly record of $58,300.

Sales Summary - December 2017 - Cadillac - USA

SalesSales Mix
Total15,30421,446-28.6%-6142100.0%100.0%
Sale TypeDecember 2017December 2016December 2017 / December 2016December 2017 - December 2016December 2017December 2016
Retail14,28717,061-16.3%-277493.4%79.6%
Fleet1,0174,385-76.8%-33686.6%20.4%

Individual model sales performance was as follows:

Sales Results - December 2017 - USA - Cadillac

MODELDEC 2017 / DEC 2016DECEMBER 2017DECEMBER 2016YTD 2017 / YTD 2016 YTD 2017YTD 2016
ATS-52.31% 1,0932,292-39.08%13,100 21,505
CT6-34.96% 8411,293+14.97%10,542 9,169
CTS-52.56% 8051,697-34.99%10,344 15,911
ELR-100.00% 03-96.82%17 534
ESCALADE-14.96% 2,8813,388-2.58%22,994 23,604
ESCALADE ESV-24.62% 1,5712,084-5.09%14,700 15,488
SRX-99.19% 1124-99.30%156 22,139
XT5-7.37% 6,8887,436+73.01%68,312 39,485
XTS-60.88% 1,2243,129-26.59%16,275 22,171
CADILLAC TOTAL-28.64% 15,30421,446-7.98%156,440 170,006

About The Numbers

  • All percent change figures compared to Cadillac December 2016 sales, except as noted
  • There were 26 selling days in December 2017 and 27 selling days in December 2016

Further Reading & Sales Reporting

GM Authority Executive Editor with a passion for business strategy and fast cars.

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Comments

  1. It continually pains me to see how this illustrious, iconic, American luxury brand is struggling within its home territory, unappreciated by the masses in favor of the imports! Cadillac has no one to blame but themselves in the midst of it all! 🙁 The new crossovers/SUVs and sedans can’t come soon enough!

    Reply
    1. I blame the smartphone.

      Seriously.

      It further numbed people to driving; crossovers happened quickly as a result, and Cadillac only had one crossover— JUST as the sedans finally became world class again.

      Reply
      1. What? The smartphone “further numbed people to driving”, and that accounted for Cadillac’s sales decline? Please explain.

        Reply
    2. Well, Cadillac can be “blamed”… but who should be “blamed” more is GM and its generally incompetent management, starting with Roger Smith – who, as a way to “reduce redundancies” and deliver a higher ROI, took control and autonomy away from divisions such as Cadillac and Chevrolet… thereby turning them into brands. It was all downhill from there – rebadged Chevys, a rebadged Opel and decades of poor product and lack of real commitment to or passion for the luxury car market. Meanwhile, the Germans took a totally different approach.

      The GM incompetence is also responsible for the incorrect forecast of crossovers: just as EVERY luxury brand was forecasting and developing crossovers, GM’s infinite wisdom was to give Cadillac just one rather unimaginative crossover (SRX and XT5).

      Reply
      1. Couldn’t have said it better myself!

        Reply
  2. Cadillac is acting like they’re redesigning the wheel with their development of XT3, XT4 and possibly XT9 CUV; there’s no one to blame except Cadillac President Johan de Nysschen and GM CEO Mary Barra for letting things get this badly.

    Reply
    1. That’s a lot of hyperbole. No one is redesigning the wheel. The reality is that the upcoming crossovers take 36 months to develop – and that’s on a “sprint” (accelerated) timeframe. Normally it’s 48 months. After all, they aren’t making pizzas, but highly complex products with thousands of parts.

      If there were “redesigning the wheel”, then we would see the crossovers go on all-new platforms – which would be good, but also delay them by another 12-24 months. So you can see how JdN is actually making decisions to bring product to market faster, albeit perhaps on platforms that aren’t right for the brand and its products. We’ll see about that when the product lands.

      As I mentioned in my previous comment, if you want someone to blame, blame GM management prior to Barra and JdN – forecasted for incorrect product and then starved the brand of funds.

      That said, it has been repeated countless times that sales declines will happen and are baked into the near-term strategy for Cadillac. It’s all part of the transition.

      Even so… you do realize that most of the sales fall in December came from fleet sales… right?

      Reply
      1. +100. Actually JDN gets a pass as he came onboard in the midst of recently introduced products with no prior say so. CT6 was already well along before he arrived.

        The rubber hits the track once XT4 and CT5 and subsequent models come online. I’m hesitantly positive that the vision will work. Once the lineup has at least 3 CUVs/SUVs and solid sedans that serve to establish the brand cachet, then deviation into niche models (four door coupe, convertible variants,…) would seem the next step.

        Reply
  3. The next 12-24 mos will be interesting.
    The product –
    The marketing team (no one’s replaced Uwe and Melody, to my knowledge) –
    The lifespan (or lack thereof) of ‘Dare Greatly’…
    The dealership experience…

    Hopefully the stars will align.

    Reply

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