Cadillac is undergoing a major transition, moving away from internal combustion and moving towards an all-electric vehicle lineup. Now, according to the results of a global brand tracking survey, Cadillac brand health is on the upswing.
Per the brand tracking survey, Cadillac is showing year-over-year improvements in five key metrics, with the biggest year-over-year improvement being “First Choice Consideration” (customers who consider Cadillac first over other other automotive brands), which is up 29 percent. The “Stirs Emotion” metric (how a brand either creates emotion or fails to create emotion in a customer) is also up 9 percent, while the “Advanced Tech” metric is up 6 percent. Meanwhile, “Brand For Me” (customers who specifically want to buy Cadillac vehicles, similar to an emotional attachment between the brand and customer), “Net Momentum,” and brand “Opinion” are all up 5 percent, respectively.
“All the key metrics are moving in a positive direction, so that makes me feel very positive and very upbeat in terms of the foundations that we’ve got,” said Global Vice President of Cadillac Rory Harvey during a recent presentation with media. “If we can get some clear runway ahead without speed bumps, that will give us the opportunity we need in order to succeed going forward.”
First quarter 2022 sales figures for Cadillac indicate that sales are down across the board except for the Cadillac Escalade, which is up 6.74 percent as compared to sales figures for the first quarter of the 2021 calendar year. However, it should be noted that these sales figures are the result of supply constraints, rather than because the brand itself is losing / beat out.
Sales Results - Q1 2022 - USA - Cadillac
| MODEL | Q1 2022 / Q1 2021 | Q1 2022 | Q1 2021 |
|---|---|---|---|
| CT4 | -27.94% | 1,893 | 2,627 |
| CT5 | -23.57% | 3,343 | 4,374 |
| ESCALADE | -34.73% | 6,424 | 9,842 |
| ESCALADE ESV | * | 4,081 | * |
| XT4 | -32.14% | 3,701 | 5,454 |
| XT5 | -43.09% | 4,993 | 8,773 |
| XT6 | -36.89% | 3,780 | 5,990 |
| CADILLAC TOTAL | -24.31% | 28,216 | 37,277 |
As GM Authority covered previously, the number of Cadillac dealers in the U.S. is down to 564 locations, as compared to the 921 U.S. Cadillac dealers seen four years prior. However, according to Cadillac, all of the remaining U.S. dealers will be “EV ready” in preparation of the the luxury marque’s move towards electrification.
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Comments
Since the LYRIQ has been announced well over a year and very strong demand for the Escalade could be one of the reasons for the brand upswing.
Nice that they can payoff a PR firm to pull random numbers out of their bum.
GM knows how to Kill brands…
Oldsmobile, Pontiac, Saturn, etc. GM will Kill Cadillac too. That’s what GM does, and many times GM Kills people too, strictly for fun – there is no proof that Killing Americans increases GM’s net profits.
GM had to kill unprofitable sectors of its business operations as part of its bailout package in 2008.
Sad, because Pontiac’s vehicles were just beginning to look good imo.
General Motors knows how to do one thing the best out of all automakers, and it’s gross profit margins. Sharing platforms, chassis, assembly lines with multiple vehicles, sharing a magnitude of the same components, and changing integral parts of each, so they can respectively demand their MSRP.
Mary Barra has saved GM, and is steering that mammoth toward a bright future, whether it includes the ignorant people that comment on this blog, or not. 🤷🏽♂️
Fact is, most on here state opinions, not facts.
You sound like GM PR Department!
One must ask why so many brands became unprofitable with a special focus on icons like Pontiac, Saab, Opel, Holden & Olds? This was a final result of underinvestment, company wide rebadging, poor quality/fit & finish & an inability to keep up with the ultra-competitive Japanese and prestigious German brands.
GM is still short sighted & an investor cash machine that cuts corners on interiors and shuns cutting edge design. This is why GM needed to quit so many markets in an effort to keep dividends and margins high. Quittjng isn’t something Toyota or Kia needed to do because their products are in demand.
GM has been reinventing Cadillac for over 20 years and the brand has undergone more changes in strategy than Opel did. Was it the fourth new logo in twenty years that finally turned heads for this poll? LOL Efforts like CT-6 fell flat because Cadillac is a brand suffering an image problem and one vehicle, Lyriq, cannot change this. We will see what happens!
I finally got my CT5. After almost a year of waiting. My 2021 order was canceled. Had to go to a different dealership to place another order. Love the car. I for one wanted an ice vehicle, before Cadillac goes all electric. I hope to get 15 years of use out of it like the Pontiac I traded in.
Most in my circle of friends are car guys and gals so none of them are into this EV B.S. I plan to get a new Cadillac too before everything is EV. Not sure just what it will be yet since what I have is too new to replace. I like the Escalade but it’s too big. XT6 is the right size but I don’t like the driving dynamics of FWD based vehicles. I like the CT4 and 5 but I’d prefer a coupe.
Cadillac’s brand health is on the upswing, and it’s not because of electric vehicles, because they had none to offer during the sampling period for this study. That should tell them something….people like Cadillac’s GAS offerings! Unfortunately, Mary is Hell bent on taking Cadillac, and the rest of GM, right down the electric toilet.
I WILL NEVER buy an electric.
Okay Mr Amish Boomer. I am surprised you use a computer at all.
Really. I am in my 70’s and have been a part of technology my whole life.
Cell phones, Cd to DVD, to streaming, beginning of the internet.
Safer more comfortable travel. All of the innovation, with some stumbling along the way.
Of course, high tech modern powerful power sources are only for the future thinking,
there will always be horse-and-buggy hold outs.
I’m not buying the “supply chain” BS. Cadillac Sales are down because Cadillac no longer builds and sells Cadillacs. I’m not sure how to characterize the cars that currently wear the crest, but they ain’t Cadillacs. The CT5 and CT4 are just small non-descript sedans. Not even close to what a Cadillac was and should be. The discontinuation of the CT6 and the move to ALL-ELECTRIC will be the death of Cadillac. Please bring back the CT6 and CTS !!! While you’re at, it build a CT6 2 door and call it “Coupe DeVille”. And why not a 4 door, 4 seat CTS with suicide doors and call it “Seville”
GM Authority is putting a brave face on this: They ASSUME that sales would be there if there were no supply constraints…I have owned 2 Cadillacs in addition to my current 2014 PHEV ELR, which was the last vehicle to have the traditional Wreath and multi-color Shield…
Now some Great Brain has decided the future is a Spartan Black and White, sans Wreath…
The recent LIVE events were ‘curated’ by a Secretary who they apparently just had briefed at what LYRIQ actually was…. Perhaps she heard someone in the Secretarial Pool talk about it once or twice…. But it doesn’t inspire that much confidence in someone who is about to fork over cash for one… Supposedly – if the under $60,000 base price holds, it will be an excellent value….. Seemingly – that is all that is left.
Dealers are bailing, sales are tanking and yet a “brand health” study says they’re on the upswing. Got it.
Well, even Reuss admits that the EV transformation is Cadillac’s last chance. Given GM’s non-existent history of success reviving any declining brand…ever, I wish them a lot of luck.
Offerings like the Lyriq and Celestiq could possibly attract buyers who have never owned or considered owning a Cadillac.
The upswing may not be due to Cadillac going all EV. It may be due to Cadillac going all EV SOON. Which flocks buyers to the dealers in FOMO of ICE vehicles. Truth is the EV craze needs better batteries and infrastructure. Tesla charging stations are the only ones I’ve seen yet to make EV’s viable to most of the country. Cadillac needs to step it up on the infrastructure side or there will be a lot of buyer remorse.
I’m with Frank R.
As a Cadillac owner of the “old school” 1985 Eldo with some progression ’97 DeVille, ’05 STS4 to my 2014 XTS V and the wife’s SRX, what is out there now is NOT Cadillac. To each his/her own but Caddy has lost a customer for sure.
Cadillac hasn’t been Cadillac since 1976!