Cadillac CTS Sport Faces Marketing Squeeze

Detroit Free Press - August 5, 2012

The CTS sport sedan, now in its sec­ond gen­er­a­tion, put Cadil­lac back on the map. The CTS sedan, wag­on and coupe account­ed for 78 per­cent of Cadillac’s car sales and 36 per­cent of the brand’s total U.S. vehi­cle sales last year.

So what is the mar­ket­ing dilem­ma fac­ing the CTS sport sedan?

The CTS has com­pa­ny in Cadil­lac show­rooms now. The brand just began sell­ing the larg­er XTS lux­u­ry sedan. The small­er ATS sport sedan arrives in deal­er­ships any day. Cadil­lac expects the CTS to fall from its best-sell­er to No. 3 next year.

“It’s a chal­lenge,” said ana­lyst Rebec­ca Lind­land of IHS Auto­mo­tive. “The CTS was the sexy new­com­er a cou­ple of years ago. It was the dar­ling of the Cadil­lac show­room. Sud­den­ly it’s the mid­dle sis­ter, easy to over­look.”

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