Cadillac has world-domination on its agenda, as CEO Dan Akerson advises that the automaker is making every effort to steal Lexus’ number 4 spot for luxury automakers in the next ten years.
Part of the plan is more then double current sales figures, and doing so requires heavy competition with global leaders like Audi, Benz and BMW. To accomplish the goal, Cadillac is attempting to reach out to younger buyers, as the average Cadillac consumer is around 63 years-old.
“We are working on more new Cadillacs than at any point in the brand’s history,” Don Butler, GM vice president for Cadillac marketing, said last month in an interview in Chicago. “We’re constantly talking about what’s the best way to become this global player.”
New models are another way Cadillac is looking to expand, with a new larger sedan, and a smaller SUV both possible, along with a new Escalade.
Last year, 199,000 Cadillac models were sold, 152,000 of which were in the US. The automaker’s best year so far, however, was back in 1978, with 350,000 cars, and considering the decline in sales the brand has been experiencing the past five months, it seems it will not be easy for Cadillac to reach its target.
As for this year, the XTS and the ATS will be joining the Cadillac lineup to help broaden its appeal. A plug-in hybrid called the ELR is also in the works, although there is currently no release date.
– By: Alexandra Koken