Cadillac CTS Sales Increase 1.36 Percent To 894 Units In March 2018

Cadillac CTS sales increased in the United States while decreasing in Canada and in South Korea in March 2018.

Cadillac CTS Sales - March 2018 - United States

In the United States, Cadillac CTS deliveries totaled 894 units in March 2018, an increase of about 1 percent compared to 882 units sold in March 2017.

In the first three months of the year, CTS sales decreased about 2 percent to 2,442 units.

Cadillac CTS Sales - March 2018 - Canada

In Canada, Cadillac CTS deliveries totaled 41 units in March 2018, a decrease of about 28 percent compared to 57 units sold in March 2017.

In the first three months of the year, CTS sales decreased about 9 percent to 107 units.

Cadillac CTS Sales - March 2018 - South Korea

In South Korea, Cadillac CTS deliveries totaled 21 units in March 2018, a decrease of about 40 percent compared to 35 units sold in March 2017.

In the first three months of the year, CTS sales decreased about 30 percent to 42 units.

The GM Authority Take

CTS sales outpaced the the segment average in March, with the Cadillac sedan posting an increase while the segment saw a drop in sales volume on an annual basis. The average segment performance drop was mostly the result of a 14 percent drop in sales of the high-volume Mercedes-Benz E-Class family, whose sales figures also include the CLS-Class.

The CTS family came in fifth place (out of nine) in terms of cumulative sales volume in its segment in March, behind the BMW 5 and 6 series in first (with a cumulative 4,868 deliveries), Mercedes-Benz E-Class in second (4,024 deliveries), Audi A6/A7 in third (cumulative 1,538 deliveries) and the Genesis G80 in fourth (1,049 deliveries). The CTS was fifth, outselling the Volvo S90/V90 family (901 deliveries), as well as the Lexus GS (754 sales), Infiniti Q70 (655 sales) and Acura RLX (178 sales).

Despite the slight increase in U.S. CTS deliveries in March, CTS sales are down in the first three months of the year, lagging the segment average during the same time frame. The circumstance is attribute to newer and more modern competitors edging out the CTS while it receives very little marketing support and focus on a sales level.

We attribute the decrease in U.S. CTS deliveries in the first three months of 2018 to any combination of 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 non-existent 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 successful in retaining CTS customers for a repeat 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, or its crossover utility vehicle – the XT5.
4. A lack of focus on sales strategy at the corporate and dealer levels to move the CTS.

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

Sales Numbers - Midsize Luxury Cars - March 2018 - United States

The midsize luxury car segment contracted nearly 1 percent in March and expanded 7 percent in the first three months of 2018.

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. For the 2019 model year, the CTS loses several exterior colors as well as the Morello Red Package, while the CTS-V loses two exterior colors, gains two more, and deletes the Championship Edition package. The CTS is expected to be replaced by an entirely new, next-generation model called Cadillac CT5 for the 2020 model year.

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 CT5 for the Chinese market.

About The Numbers

• All percent change figures compared to Cadillac CTS March 2017 sales, except as noted
• In the United States, there were 28 selling days in March 2018 and 27 selling days in March 2017
• In Canada, there were 27 selling days in March 2018 and 27 selling days in March 2017
• South Korea sales represent retail sales and do not include fleet sales
• 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