Cadillac CTS Sales Decrease 4.2 Percent To 662 Units In January 2018

Cadillac CTS sales decreased in the United States and in Canada in January 2018.

Cadillac CTS Sales - January 2018 - United States

In the United States, Cadillac CTS deliveries totaled 662 units in January 2018, a decrease of about 4 percent compared to 691 units sold in January 2017. The figures represent the lowest January sales performance since at least January 2010.

Cadillac CTS Sales - January 2018 - Canada

In Canada, Cadillac CTS deliveries totaled 28 units in January 2018, a decrease of about 10 percent compared to 31 units sold in January 2017. The figures represent the lowest January sales performance since at least January 2014.

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 sixth 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 2,679 deliveries), Genesis G80 in third, Audi A6/A7 in fourth (with a cumulative 959 deliveries), Volvo S90/V90 family in fifth (with 719 deliveries). The CTS finished ahead of the Lexus GS, Infiniti Q70 and Acura RLX.

In addition, the CTS’ 4.2 percent sales decline underperformed the segment’s 15.52 percent growth rate.

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 - January 2018 - United States

The midsize luxury car segment expanded 15.52 percent in January.

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 January 2017 sales, except as noted
• In the United States, there were 25 selling days in January 2018 and 24 selling days in January 2017
• In Canada, there were 25 selling days in January 2018 and 24 selling days in January 2017
• 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