Cadillac Sales and Projections -- from Detroit News

[jdemerson]

Hello,

     I picked up this analysis from a web posting by Detroit News.  Interesting that Cadillac global sales rose 11.1 % in 2016 even though U.S. sales were off 3 percent in a record year for U.S. sales generally. The issue in the U.S. seems to hinge on SUVs.


Cadillac’s U.S. sales last year totaled 170,006, down 3 percent from 2015 totals. Globally, Cadillac sales rose 11.1 percent to 308,692 vehicles, the highest figure in 30 years. The brand was aided by a record year in China, where sales reached 116,406, up 45.9 percent from 2015.

Within the next few years, de Nysschen expects Cadillac China sales to eclipse the brand’s U.S. sales as the Chinese luxury market â€" already the largest in the world â€" continues to grow. This year, he said, Cadillac will add 35 dealers in China, up from 180.

Cadillac is seeing success with younger buyers in China, said Uwe Ellinghaus, Cadillac’s global chief marketing officer, in a recent interview.

“Our customers are 34 years old on average, much younger than the German luxury makes,” he said. “These are people who want a distinctive American take on luxury.”

As Cadillac’s vehicle portfolio grows, de Nysschen expects U.S. sales “will again go beyond 200,000 a year.” Cadillac last reached that threshold in 2007.

Cadillac also this year is adding a plug-in hybrid version of the CT6 and later this year will launch its semi-automated Super Cruise technology â€" allowing a driver to take their hands off the wheel and foot off the accelerator in highway driving â€" on the CT6.

Analysts say Cadillac is at a competitive disadvantage given its lack of SUVs in the portfolio compared to other premium brands.

“While more SUVs are in the plans, they are playing catch-up and potentially losing customers â€" and much coveted premium brand loyalty â€" in the meantime,” said Bill Rinna, senior manager of LMC Automotive’s North American forecasts.

XT5 sales in the U.S. in December totaled 7,436, the second highest-selling luxury nameplate last month. GM is adding a third shift at the Spring Hill Assembly Plant in Tennessee in part to help boost capacity for the XT5.

The XT5 is expected to be Cadillac’s top selling U.S. vehicle this year and likely will be the second best seller in China behind the long-wheel base version of the ATS, Ellinghaus said.

John Emerson
Middlebury, VT