Cadillac currently offers four sedans, and it’s getting ready to axe three of them.
By 2019, the Cadillac ATS, CTS, and XTS will be history, leaving just the CT6 and two new replacements to handle sedan duty at Caddy dealerships. Not surprisingly, Cadillac is joining the masses in whittling down its sedan offerings to make room for SUVs and crossovers.
Sales for the sedans have been falling, and Cadillac CEO Johan de Nysschen is ready to take action to make sure Caddy remains a relevant and compelling brand.
Sales of sedans for Cadillac are down 16.3 percent through the first half of the year, so to replace the slow-selling sedans, Cadillac is planning on introducing more crossovers and SUVs. According to de Nysschen, Cadillac isn’t planning any direct replacements for those sedans, but will release two new sedans instead. One will be called CT5, slated for people looking to spend $35,000-$45,000, and the other is an as-yet-unnamed (CT3 or 4 would be a good bet, though) small luxury sedan set to compete with cars like the Audi A3 or Mercedes CLA. The CT6 will remain in its large sedan role.
In addition to the new sedans, we can look forward to a compact XT4 crossover and a 3-row SUV. Essentially, this is Cadillac going from four sedans and two SUVs to three sedans and four SUVs, a rebalancing act that de Nysschen sees as essential for success.
There’s still the bigger question, though, of whether or not Cadillac’s distinct styling remains en vogue with consumers. Here’s an example of what I mean:
Walking through a parking lot this weekend with my wife, we came across a new Toyota, a new Subaru, and a new Cadillac all parked within a few spaces of each other. I stopped and said to her, “Okay, imagine I just bought a new car. Which one would you be disappointed with?”
Without hesitation she pointed to the Cadillac.
The brash styling isn’t her cup of tea, even though the Cadillac is far ahead of the Subaru and Toyota in terms of luxury.
Do other consumers feel the same way? Has the striking look of Cadillac lost its edge?
It’s troubling when a brand makes such drastic changes to its lineup. When’s the last time BMW, for instance, cut its sedan lineup and introduced a whole slew of replacement vehicles? It just doesn’t happen to automakers with a bright sales outlook and strong brand loyalty.
Cadillac’s in a tough spot right now, and we hope a refreshed lineup will help bring buyers back into showrooms.
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