Many new, three-row crossovers are targeted at young, growing families, but with so many budding families not having the means to spend $50,000 on a vehicle, it’s hard to say what the target market for the Cadillac XT6 could be.
GM Authority’s sister site Cadillac Society recently got the chance to talk to Cadillac XT6 Marketing Manager Bob Benbow at the media launch for the vehicle, who provided some interesting insight into the target buyer General Motors had in mind.
Benbow recalled a story they heard during a product clinic where a participant described herself as “the CEO of Everything.” By this she meant that she not only ran her own business, but was also in charge of her family, her home, her kids’ sports teams and more. Hence, she jokingly adopted the CEO of Everything title, but it really does say a lot about the kind of buyer this is.
Someone who would give themselves such a title would likely be a married couple with kids, either younger or older, who want a vehicle that provides practicality, adaptability and refinement. They wouldn’t need to have kids, either, but the majority of these types of buyers likely would.
The XT6 would, in theory, helps to meet their needs by providing three rows of seating, plenty of cargo space and up-to-date tech like on-board OnStar 4G LTE Wi Fi, six USB ports and standard Apple CarPlay and Android Auto. Available safety features such as Forward Collision Alert, Rear Cross-Traffic Alert and Lane Keep Assist also give families some peace of mind when out on the road.
“With its host of standard features and two expressions of the signature Cadillac experience, XT6 will offer customers a high level of content with choices for style and driving character,” Cadillac president Steve Carlisle said of the crossover earlier this year.
Order books for the 2020 Cadillac XT6 opened in March. At the time, Cadillac indicated deliveries would commence by mid-to-late 2019.
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Source: Cadillac Society
Comments
I’ve now seen two of these on the road in the last week (southern California/L.A. area). Both that I saw were in traffic and one passed me and the other came up behind me and I noticed it in my rear-view mirror. In both cases, the car really stood out and it had a very positive impact on me. I really feel this is a much better car in person than on paper.
Dan I have found many new designs today just are underwhelming in photos. Most not all really pop in person where you can take in the full dynamic of the design.
I have yet to see one in person but I expect it will be much more to my liking in person.
My take on will buy this is not the CEO but one is the blond Lexus mom. We see many of them already in this class in the 30-50 age range.
Also I can see the retired set with this that want space and comfort but not the Benz price.
It may go after that set of buyers, but like the XT5 vs. RX, I don’t think it’ll ever de-throne Lexus as the king of FWD/AWD luxury CUVs.
One of, if not the primary selling point of Lexus CUVs is the reliability reputation. I actually think Cadillac (even Lincoln) has a better chance of competing with the European luxury makes in luxury/performance, than Lexus in reliability.
Yep,
We are talking quality, reliability, and customer support.
And it has been proven for 20 years now, few do it better than Toyota.
Cadillac could have and still can have this spot in 5-7 years from now, if GM lets them.
Customer support, and customer service, is all it will take.
Even if the head bolts fail, like the Cadillac NorthStar.
Even if the timing chains fail, like the 3.6 – V6.
Even if the CUE screens delaminate.
Even if the transmission fails.
Even if the unforeseen happens.
If GM/Cadillac wants in this market, it will have to be proven.
If GM/Cadillac wants in this market, it will have to be tested.
If GM/Cadillac wants in this market, it will be customer relations that lets them in.
At least lets them in in volume.
In my opinion.
The Lexus RX really left the Cadillac XT5 behind in sales after the launch of the RX-L which, unlike Cadillac, are grouped under the same sales number. Cadillac was already late to the market with the SRX and by the time they caught up with it’s successor the XT5, Lexus was offering a third row variant (RX-L). The Cadillac XT6 is vital for the brand and what they needed to change that. Since the XT6 is finally here and alongside the refreshed 2020 XT5, it’s not too far fetched to feel Cadillac could certainly dethrone Lexus.
Cadillac has already proven great interior build quality with the XT5 Platinum and they went the extra mile as far as user friendliness.
I prefer the design of the Cadillac’s cabin for this reason and usability if not for anything else. Lexus only offers a mouse to control the infotainment screen and it just feels outdated & unnatural. Even with the touchscreen in the refreshed 2020 RX, if you don’t like fingerprints you must use that joystick/mouse. Cadillac’s CUE is way more intuitive and not to mention comes with Apple CarPlay standard.
This is not the Northstar engine era anymore.
The old V6 with the timing chain issue isn’t the same 3.6L that’s in the new Cadillac XT6, it’s been revised and greatly improved.
The current Cadillac User Experience is NOT the same CUE that debuted on the 2014 CTS. It’s also been significantly updated and greatly improved. The processing speed makes systems like Ford’s Sync3 look like a dinosaur.
The new 9-speed transmission is an upgrade over the 8-speed that was used in the XT5. I expect it to be dependable and run smooth throughout the life of the vehicle, and if for some reason it doesn’t it will take good customer care to keep Cadillac afloat. They can do it.
Cadillac has proven that they’re serious about this market. Reliable, classy, refined, stylish luxury.
I agree that it will come down to customer support and customer service. GM has to allow Cadillac to shine in this department if they truly want to take over. Other than that, Toyota’s reliability alone won’t keep Lexus in the number one spot forever. They MUST do more.
The customer service that the Japanese dealers give their customers is in another league from GM, Ford, FCA, and Cadillac or Lincoln. Once a customer gets the Lexus treatment, or the treatment from nearly every Japanese dealer, he or she will not come back to an American make’s dealer easily.
Bulls eye! Cadillac customer service and dealer experience is terrible. Compared to Mercedes, vehicles – 1, customer svc -2, they’re simply 3rd world by comparison
I agree the press photos do not give many cars justice.
Yea the main market for these will be career women who are further along in life. The younger broads will flock to the XT4 or X3. I see many women with big CUV’s even if they don’t have kids.
I expect this vehicle to do well for Cadillac. Should be a BIG money printer for them since this FWD platform is used for many GM vehicles. The next few years should be exciting for the brand.
Live to dream that Cadillac’s XT6 has an optional off-road all terrain capability which means it isn’t just another pretty face and can actually do some work when needed; this would make the XT6 different from the Escalade, the XT6 and XT4.
The funny thing is the vast majority of people with these tall riding 4WD wagons rarely ever carry more than 2-3 people or anything other than groceries or the odd item from Home depot. And with 4 aboard try carrying anything larger than groceries or plants. A minivan is still required for that large TV, a washer or dryer or several baby strollers. The 4WD and sitting up high is the major allure here but a full sized pickup or minivan are far more capable than these in small to mid sizes for all around hauling.
Be interesting to switch “badging” (Bow tie with the Cadillac Crest) and see how folks react to it.