The 2019 Cadillac XT4 will mark out important territory for the brand as it looks to compete in the highly competitive compact crossover market. More importantly, it will be the Cadillac the brand will use to directly target a new customer base.
Bloomberg reported on Tuesday that the luxury brand will take the XT4 and specifically target younger, affluent buyers. Cadillac President Johan de Nysschen told the publication the compact crossover will be “an interceptor of young affluent buyers—very valuable long-term customers.”
He added the XT4 will also work to expand Cadillac volume in North America and China.
Right now, Cadillac hardly has a youthful image. A Strategic Vision study showed less than 10 percent of buyers under 30-year-old would consider a new Cadillac. The XT4 will, ideally, change that picture for the brand. The XT4 will be priced to start at $35,790 and comes as the market remains hot for crossovers and SUVs.
Cadillac will also return to a strategy that has worked for the brand in the past. The XT4 will directly compete with the BMW X3, Audi Q5 and other compact crossovers, but its price point reflects subcompact CUVs. The brand previously followed this strategy with the CTS and SRX.