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Cadillac's next plan to boost sales "One car too few"


Gorehamj
  • John Goreham
    Contributing Writer, GM-Trucks.com
    8/14/2015
    Going forward, Cadillac has to face an unpleasant fact. Sales are down. Lexus' SUVs outsold all of Cadillac in July. Lexus cars also outsold all of Cadillac in July. Many analysts see BMW as Cadillac's target. A strange choice to mimic since BMW is a brand that has only one successful model series in the US market. Cadillac's new President, Johan de Nysschen, came from Infiniti. One idea that de Nysschen put in place there is also planned for Cadillac. That being calling every single model by the same letter. At Infiniti, it became Q. At Cadillac, it will be C. Infiniti's sales are not exactly fantastic since the change.

Right now, sales of Cadillac's two volume vehicles, the new ATS and CTS sedan, are both down by double digits, while almost all vehicles are setting records for sales. A story in Motley Fool explains that one part of Cadillac's new strategy is to have "One car too-few" on the lot. In other words, make Cadillacs more scarce to boost sales. If you have ever tried to buy a BMW, you know that model. The idea is to build up the brand's strength in the customer's mind.

Cadillac also has been making a lot of headlines with news of a new flagship sedan. This would be a very exclusive model, highly priced, and super-capable. If Cadillac wants to mimic the sales model of BMW, and perhaps the financial success of Lexus, it may want to look at the sales by model of those brands. In both cases, the least expensive models, selling in the $40K to $50K range dominate the total sales of each brand.


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