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.”