Cadillac Targets Added Growth

Marketplace Review: October 2011

2011-11-03


  • SRX and CTS product lines drive luxury market share growth
  • Car portfolio grows with XTS and ATS additions coming soon
  • Revamped Certified Pre-Owed program targets new buyers


DETROIT – As Cadillac prepares for major product expansions in 2012, its current product lines continue to earn share in some of the luxury market’s most-highly contested segments.

CTS family retail sales are up 30 percent in 2011, and SRX retail sales are up 10 percent for the year. Both the luxury sedan and crossover rank among the 10 best-selling luxury vehicles this year.

The Cadillac V-Series posted its 15th consecutive month of month-over-month sales gains in October, expanding the brand’s appeal among performance and technology enthusiasts.

Overall, Cadillac’s total sales are up 6 percent for the year, despite 12 percent lower total sales in October. Cadillac has gained retail market share year to date as it systematically reduced fleet sales.

Cadillac will expand its car lineup next year with the introduction of the full size XTS luxury sedan, to be unveiled later this month at the Los Angeles International Auto Show. The new ATS, a compact sport sedan positioned adjacent to the centerpiece CTS product line, will follow in 2012. Both new models are expected to attract new buyers to Cadillac.

In addition, Cadillac has revamped its Certified Pre-Owned vehicle program as another method to attract new consumers. The Cadillac Certified Pre-Owned vehicle program now ranks ahead of Audi, BMW and Mercedes, according to IntelliChoice, which tracks reseller programs.

The IntelliChoice survey ranked Certified Pre-Owned programs based on the level of warranty and services offerings to used car buyers. Vehicles qualify for the Cadillac program only after passing a vehicle history review and a 172-point inspection and reconditioning process. Cadillac has nearly doubled dealer participation in its Certified Pre-Owned program this year, resulting in a 30 percent increase of Certified Pre-Owned Cadillacs in dealer inventories and providing more options for new and current Cadillac owners.

“A strong Certified Pre-Owned program benefits everyone,” said Kurt McNeil, vice president of Cadillac Sales and Service. “Our current Cadillac owners can have added confidence in the value of their investment, our dealers can invite new owners to the Cadillac brand, and consumers have a stronger selection of certified cars. It’s one more example of how Cadillac is setting a new standard in every aspect of our business.”

Cadillac’s Pre-Owned program offers customers a suite of benefits similar to what new car owners receive, including Cadillac Roadside Assistance, Cadillac Courtesy Transportation and an extension of the factory warranty to six years or 100,000 miles. Certified Pre-Owned customers also get a free three-month trial of OnStar Directions and Connections and Sirius/XM satellite radio’s Everything Package.