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    Cadillac's Marketing Chief Admits the ELR Price Was A Bit Too Much


    • Uwe Ellinghaus Admits the ELR was priced too high

    You don't hear a lot of executives admit when they or their company has made a blunder. When they do, it comes as a bit of a shock and helps you realize they are somewhat human. Case in point is Cadillac's marketing chief Uwe Ellinghaus telling Bloomberg they bit off bit a more than they could chew with the ELR pricing.

     

    "The MSRP was, indeed, a mouthful. We overestimated that customers would realize our competitors were naked at that price," said Ellinghaus.

     

    So why did Cadillac price the ELR so high? Well product planners believed if the ELR was close to the price of the Chevrolet Volt, people would go for the Volt. Also, the high price was seen as to signal this was a special car from Cadillac.

     

    "We just wanted to make this a statement for the brand of how progressive we are," said Ellinghaus.

     

    Sadly it hasn't worked with just 1,835 ELRs being sold in North America within the past 18 months. Also, dealers have been piling on incentives to get them off their lot.

     

    Source: Bloomberg

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    "The MSRP was, indeed, a mouthful." 

     

    Um, I think potential buyers were more concerned with another bodily orifice when they saw the $75,000.00 price tag.

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    Also, dealers have been piling on incentives to get them off their lot.

     

     

    Seems we've heard & heard this before....

     

     

    Cort :) www.oldcarsstronghearts.com

    1979 & 1989 Caprice Classics | pigValve, paceMaker, cowValve
    "Promises mean everything" __ Everclear __ 'Wonderful'
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    Call up all the GM, Cadillac, and EV haters because we gotta 'nother live one. Some people love to hear this kinda thing. Its actually a bit weird.

     

    ELR at $75K was fine IF Cadillac only wanted to sell them to niche buyers. They didn't. They FAILED to sell the intended 3000 (last year about 1/2 of that)  units annually because they did nothing to market this car after "Poolside" went viral and let's be honest, its a 2-seater (eff the back seat in any of these sports coupes/Verts from Cadillac to Benz), it has no sunroof, which is insane considering the market for this car would seemingly be the well-to-do, Silicon Valley, greenie types who love to show up in something sexy that lets their hair blow around in the wind. 

     
    This car.. THIS CAR.. should have been a sub-ATS sports car, with a convertible roof or sunroof having coupe, with a TT 2.0L 270HP and 350HP VSeries version, and ta hell with EV. The Voltec should have gone in the XTS. The XTS, with Voltec would have made sense. The XTS with Voltec would have added numbers in the realm of what Tesla sell because it would be in a car that could actually seat 5, maybe 6, with a trunk that could house a bunch of Golf Clubs.
     
    Anyway, the CT6 Hybrid rights this wrong. The ELR, will return in a proper form, and a different name. I'm thinking CT7. The CT6, with 335 hp and 432 lb-ft of torque, not to mention light weight will be pretty refreshing   

    And another thing I wish people would stop always bringing up the Tesla Model S. The comparison of the Tesla Model S to the Cadillac ELR was a dumb one created by idiots in the first place simply because of price and they both being EVs. 

     
    Tesla Model S is a 7-Seater. ELR is a 4 Seater. 
    Tesla Model S is a sedan. ELR is a Coupe
    Tesla Model S is a Full-Sizer. ELR is a Compact
    Tesla Model S is a 100% EV. ELR is a Plug-in Hybrid
     
     
    Lets start comparing Pick-ups to Dirt-Bikes.
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    To top it off, the Model S may sell in steadily, slightly increasing volume, but it still doesn't make the company one thin dime. They have to keep it going because it's the ONLY vehicle they have. Cadillac/GM, of course, have the room to speak on the ELR because it's one of a hundred vehicles built.

     

    Still, these guys don't understand marketing. It's one thing to (appear) candid in an interview, it's another to openly admit 'mistakes'. It gains you nothing.

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    No kidding Sherlock, where was the voice of reason when that came to that insane price to begin with.  They missed the opportunity to price it between $55k and $60k.  Cadillac needs to take a page from Lexus of the past and price their cars at a reasonable low price as not to be perceived as low rent.  Then work their way up and people would have been more tolerate of the pricing environment.  I love Gm and  Cadillac but there is a perception problem they have to work around and doing business as usual is not going to make it go away.

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    This car should have been $49,995 base price, but come fully loaded with no options.  It's a Volt, asking $50k is even stretching.

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    Perhaps there are some brains at GM, afterall. It was obvious from the beginning that the price was completely unjustified. The funny thing is... A lot of you guys tried to justify it in the beginning. Watching the backpedaling and further attempts of justification is about as good as any C&G movie gets. 

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    This car should have been $49,995 base price, but come fully loaded with no options.  It's a Volt, asking $50k is even stretching.

     

     

    Agreed. It does not offer much more either.

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    55-60 MSRP would have been fine. The interior is gorgeous as is the exterior. Based on style alone, it would have sold alright out of the box marketed that way.

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    The ELR interior should have been in the ATS.   Would have made the ATS more competitive.  The ELR wouldn't have sold at anything over $50k, the Volt is a slow seller, a luxury Volt was always going to be an even slower seller.

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    Perhaps there are some brains at GM, afterall. It was obvious from the beginning that the price was completely unjustified. The funny thing is... A lot of you guys tried to justify it in the beginning. Watching the backpedaling and further attempts of justification is about as good as any C&G movie gets. 

     

     

     

    Please. The technology is sound,.. the packaging was the issue. What exactly justifies the price of any luxury car over a competent mainstream competitor??? Can U really tell me why a 328i is justified in costing $20K more than a Camry???  

     

    I would have sold the ELR for $75K.. I just would have made the ELR a different, more substantial car for the main reason why going green makes since.. in all segments.. to be environmentally friendly. The configuration is wrong. Tesla had another model that was a failure because since when is a two seater environmentally friendly??? Must carry up to 4 Comfortably whether it be a Model S, ELR, or Chevy Tahoe. Yup.. Chevy Tahoe. Fill one up with people and it could be as fuel efficient as a Prius

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    The ELR interior should have been in the ATS.   Would have made the ATS more competitive.  The ELR wouldn't have sold at anything over $50k, the Volt is a slow seller, a luxury Volt was always going to be an even slower seller.

     

     

    No it shouldn't have been The ELR has an interior that features materials that make the S-Class seem overpriced. The ATS interior is not the reason for its sales issues. This price point now presented will go a nice way to getting more sales for the ELR. 

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    The S-class isn't overpriced, if it were then people would stop buying it.  But it has been the global sales leader for about 40 years, people must think it is a good buy.  Unlike the ELR that will spend about 4 years on market with no sales and be killed off.

     

    The ATS interior doesn't drive away sales, but I don't think it is bringing people in either.  The ATS is a poor seller, it needs something that is a wow factor to bring in more buyers.

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    We've been over this : if the S-class weren't overpriced, it wouldn't need heavy incentives.

    Last gen was sometimes hitting $15 grand off sticker.

     

    ATS physically doesn't need anything glaring or major, it's not the product that's deficient.

    There's also no wow factor from the germans in this segment.

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    In most months the S-class outsells its closest 3 competitors COMBINED and at a higher transaction price.  It creates $1 billion a year in profit for Daimler, there are no problems in the cash making department with the S-class.

     

    There is a new A4 coming next year, along with the mild refresh the 3-series, and the Jag XE is coming.  Competition is only increasing.  The ATS doesn't sell now, and they have another 3-4 years in this life cycle.  Dressing up the interior an extra level would help.  I don't see a downside to taking much of the design and materials for the ELR interior and putting it into the ATS which is a similar sized car.

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    ATS= fix Cue, fix pricing and packages, new dash but most importantly, give the car some leg room in the back.  The ATS-L body should become the ATS sedan.  American lux car intenders have always wanted some room in their car and the ATS doesn't have enough and it would improve sales if it did.

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    In most months the S-class outsells its closest 3 competitors COMBINED and at a higher transaction price.  It creates $1 billion a year in profit for Daimler, there are no problems in the cash making department with the S-class.

     

    There is a new A4 coming next year, along with the mild refresh the 3-series, and the Jag XE is coming.  Competition is only increasing.  The ATS doesn't sell now, and they have another 3-4 years in this life cycle.  Dressing up the interior an extra level would help.  I don't see a downside to taking much of the design and materials for the ELR interior and putting it into the ATS which is a similar sized car.

     

     

     

    U really are delusional. Your argument of sales is ridiculous.. as the Camry outsells several cars in its segment 3:1. The fact that with its numbers.. it generates $1 Billion in profit.. proves my original, and Balthazar's supporting assertion about it being overpriced. That is.. essentially how U make profit. Only a fool would pay full price for an S-Class... when U can get one for about $30K off a year later. I can find U a '13 S550 with 23K miles for under $60K. That's a fact

    Edited by Cmicasa the Great
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    ATS= fix Cue, fix pricing and packages, new dash but most importantly, give the car some leg room in the back.  The ATS-L body should become the ATS sedan.  American lux car intenders have always wanted some room in their car and the ATS doesn't have enough and it would improve sales if it did.

     

     

     

    I agree about the legroom. Not because I would ever have anymore than 2 people in my sport sedan or hate the idea of chauffeuring anyone... but because apparently more and more people are buying small compact luxury sedans and trying to squeeze their lazy ass friends in the rear to be chauffeured, when they could have just bought a larger CTS..

    Edited by Cmicasa the Great
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    In most months the S-class outsells its closest 3 competitors COMBINED and at a higher transaction price.  It creates $1 billion a year in profit for Daimler, there are no problems in the cash making department with the S-class.

     

    There is a new A4 coming next year, along with the mild refresh the 3-series, and the Jag XE is coming.  Competition is only increasing.  The ATS doesn't sell now, and they have another 3-4 years in this life cycle.  Dressing up the interior an extra level would help.  I don't see a downside to taking much of the design and materials for the ELR interior and putting it into the ATS which is a similar sized car.

     

     

     

    U really are delusional. Your argument of sales is ridiculous.. as the Camry outsells several cars in its segment 3:1. The fact that with its numbers.. it generates $1 Billion in profit.. proves my original, and Balthazar's supporting assertion about it being overpriced. That is.. essentially how U make profit. Only a fool would pay full price for an S-Class... when U can get one for about $30K off a year later. I can find U a '13 S550 with 23K miles for under $60K. That's a fact

     

    But the Camry doesn't outsell the Accord, Altima and Fusion combined, and cost 20% more than those 3.  If buyers thought the S-class was over priced or a rip off then it wouldn't sell.  S-class has over 40 years on top of the mountain, no one has knocked it off yet.   They have sold about 3 million S-classes since 1972 when they actually started using the S-class name.  There must have been a lot of fools walking into Mercedes dealerships since then.

     

    I am sure the bean counters at GM would have loved if the ELR sold 1,000 units a month at their $75,000 price tag so they turned a profit.   Rather than having almost no sales and having to kill the product off as another one and done.

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    Jag XE is competition for nobody; no one buys Jags in this country.  

    True, hardly anyone buys a Jag, but they'll sell like 1,000 a month, they will have to steal that off someone.  People bought the X-type and it was terrible.  I don't think it is a big threat either, but it might take 200 cars a month away from Cadillac, BMW, Lexus and Mercedes. 

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    They barely sell 1000 /mnth now with multiple models. XE isn't going to reach anywhere near 1000/mn- there's just no "wow factor" and no one is clamoring for any more Jags. Niche brand, not competition.

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      Press Release is on Page 2


      VOLKSWAGEN ANNOUNCES PRICING OF CHATTANOOGA-BUILT 2018 ATLAS, STARTING AT $30,500
      The thoughtfully-designed Atlas packs a great value, offering generous space, sophisticated driving dynamics and a host of available driver assistance and technology features Pricing starts at $30,500 for the four-cylinder turbocharged 2.0L TSI® S FWD model (late availability) Five trim levels, priced for the heart of the competitive SUV market Two engine options: four-cylinder TSI® turbo or the available powerful VR6®, both with eight-speed automatic transmissions Optional 4Motion® all-wheel-drive system on V6 models Comfortable seating for up to seven adults, with innovative access system for the third row Available interior features include innovative Volkswagen Digital Cockpit instrumentation Only vehicle in its class to offer Automatic Post-Collision Braking System HERNDON, VA (April 3, 2017) — Volkswagen of America, Inc., today announced pricing of the all-new, seven-passenger 2018 Atlas. With a starting Manufacturer Suggested Retail Price (MSRP) of $30,500 for the four-cylinder turbo 2.0L TSI® S FWD model (late availability), and $31,900 for the 3.6-liter V6 S FWD model, the Chattanooga-built SUV is loaded with standard equipment and available technology features. For maximum utility and comfort, the Atlas offers a spacious interior, with innovative access to the third row.
      Based on the award-winning Modular Transverse Matrix (MQB) architecture, the Atlas is also fun-to-drive, a signature of Volkswagen vehicles. Atlas models will be available with two engine options, both with an eight-speed automatic transmission: the four-cylinder turbocharged and direct-injection 2.0-liter TSI engine, which produces 235 horsepower and 258 lb-ft of torque (achieved using premium fuel), and the 3.6-liter VR6® engine, which makes 276-horsepower and 266 lb-ft of torque. An optional 4Motion® all-wheel-drive system is available on VR6 models.
      The 2018 Atlas is scheduled to arrive in dealerships in May, and will be available in five trim levels to meet the diverse needs and tastes of U.S. customers.
      MODEL LINE UP
      Atlas S (Late availability)
      The Atlas TSI S starts at $30,500 and features a standard four-cylinder turbocharged 2.0L TSI engine. Standard exterior features include 18-inch aluminum-alloy wheels; stainless-steel roof rails; LED headlights with LED Daytime Running Lights (DRL); and a rearview camera. Inside, standard equipment includes a 6.5-inch Composition Color touchscreen infotainment system with Bluetooth® connectivity for compatible devices, USB port, Car-Net® App-Connect for compatible devices, enabling seamless integration with the three major smartphone platforms—Apple CarPlay™, Android Auto™ and MirrorLink®; 6 speakers; cruise control; and privacy glass. A 3.6-liter V6 S FWD model is available for $31,900. A 3.6-liter V6 S AWD model is available for $33,700.
      Atlas S Launch (Limited availability)
      Available at launch, and only with the 3.6-liter VR6 engine, the Atlas S Launch model is available as a frontwheel-drive model for $33,500, and with all-wheel drive for $35,300. This model adds the following features to the S trim offerings: panoramic sunroof; Homelink® garage door opener; footwell lighting; 8.0-inch Composition Media touchscreen infotainment system; and SiriusXM® Satellite Radio with a three-month trial subscription.
      Atlas SE
      Starting at $33,590, the Atlas SE builds off of the S trim. Features include heated door mirrors; automatic headlights; rain-sensing windshield wipers; Blind Spot Monitor w/Rear Traffic Alert; foglights; KESSY® keyless access w/push-button start; multi-function leather-wrapped steering wheel; V-Tex leatherette seating surface; heated front seats; rear sunshades; and 10-way power driver seats. The SE trim also features the 8.0-inch Composition Media touchscreen infotainment system with SiriusXM® Satellite Radio; 8 speakers; and 3 additional USB ports. A 3.6-liter V6 SE FWD model is available for $34,990. A 3.6-liter V6 S AWD model is available for $36,790.
      Atlas SE with Technology
      The Atlas SE with Technology model starts at $35,690, and includes a slate of modern convenience and advanced connectivity and driver assistance features, including: Adaptive Cruise Control (ACC); Forward Collision Warning and Autonomous Emergency Braking with Pedestrian Monitoring (Front Assist); Lane Departure Warning (Lane Assist), which actively helps the driver steer the car back into its lane if the driver takes his or her hands off the wheel for a defined period of time, or the vehicle crosses a lane marking without use of a turn signal; power liftgate; remote start; Climatronic® 3-zone automatic air conditioning; and an autodimming rearview mirror. A 3.6-liter V6 SE with Technology FWD model is available for $37,090. A 3.6-liter V6 SE with Technology AWD model is available for $38,890.
      Atlas SEL
      The Atlas SEL builds on the specifications of the SE with Technology model. For a starting price of $39,160, customers can enjoy even more upscale features: a panoramic sunroof; Easy Open liftgate; 8-way power passenger seat; memory function for driver’s seat and exterior mirrors; front and rear Park Distance Control and a convenient 115v power outlet in the second row (rear of the center console). VR6 models are equipped with a factory-installed tow hitch. A 3.6-liter V6 SEL FWD model is available for $40,890. A 3.6-liter V6 SEL AWD model is available for $42,690.
      Atlas SEL Premium
      Available only with 4Motion AWD system and 3.6-liter VR6 engine, the Atlas SEL Premium starts at $48,490. This top-of-the-line model increases the luxury quotient with: the sophisticated 12.3-inch Volkswagen Digital Cockpit, allowing drivers to reconfigure how they view vehicle information; 20-inch aluminum-alloy wheels; navigation; LED taillights; power-folding door mirrors; door mirrors with puddle lights; leather seating surfaces; ventilated front seats; heated rear seats; heated steering wheel; automatic High Beam Control (Light Assist); and ambient lighting. The Atlas SEL Premium also adds the following driver assistance and infotainment features: Parking Steering Assistant (Park Assist); Area View camera; and the Fender® Premium Audio System, with a 12-channel, 480-watt amplifier and 12 speakers.
      Option Packages
      Captain’s Chairs. Replacing a second-row bench seat, for a total seating capacity of six, Captain’s Chairs will be available in the SE, SE w/ Technology, SEL and SEL Premium models for $625. (Late availability)
      R-Line. A performance-inspired R-Line package will be available on Atlas SE and SEL trims for $1,960, and augments the SUV with exterior and interior design elements that give it an even sportier appearance. (Late availability)
      Black Wheels. Black 20-inch aluminum-alloy wheels are available on the SEL model for $995 and on the SEL Premium model for $235.
    • By William Maley
      GM Was the Fastest Growing Automaker in March, Driven by Chevrolet and Buick
      Strong Retail Share Gain for the First Quarter DETROIT — General Motors (NYSE: GM), which grew its retail sales faster than any other full-line automaker in 2016, outpaced the industry once again in March. The company also gained retail share in the first quarter of 2017.
      “The economy is strong and we see more growth ahead for our brands,” said Kurt McNeil, U.S. vice president of sales operations. “More people are working, consumer confidence is at a 16-year high, fuel prices are low and Chevrolet, Buick, GMC and Cadillac have a wave of new crossovers to compete in the industry’s biggest and hottest segments.”
      At Buick, crossovers are expected to account for more than 75 percent of retail deliveries in 2017, up from 66 percent in 2016, driven by the Encore, Envision and Enclave. GMC, which has the highest average transaction prices (ATPs) of any non-luxury brand, will launch the all-new 2018 Terrain in late summer, complementing the redesigned Acadia that went on sale in late summer 2016. Cadillac will benefit from a full year of production of the new XT5 crossover, which is now the second best-selling vehicle in its segment. Chevrolet, which grew retail market share in 2015 and was the industry’s fastest-growing brand in 2016, is particularly well positioned. Chevrolet had its best March and first quarter retail sales since 2007.
      “Chevrolet will have the industry’s broadest and freshest lineup of utility vehicles led by the all-new 2018 Equinox and Traverse, plus we have a unique three-truck pickup strategy and a dominant position in large SUVs,” McNeil said. “We also have a first-mover advantage in many segments. It will be years before key competitors are able to launch rivals to the Chevrolet Bolt EV, Colorado and Trax.”
      Highlights (vs. 2016)
      First Quarter Overview
      GM’s retail sales were 546,838 units, up 1.9 percent, and retail market share was up 0.2 percentage points to an estimated 16.8 percent. The gains were primarily driven by crossovers, which were up 21 percent. Truck deliveries were up half a percentage point. Chevrolet increased its first quarter retail share by an estimated 0.1 percentage point, as did GMC. Commercial deliveries were up 4 percent, and daily rental deliveries were down 8 percent, or about 6,000 units. Total fleet sales were down 3 percent. Total sales were 689,521 units, up 1 percent, and market share was up an estimated 0.3 percentage points to an estimated 16.7 percent. Average transaction prices were approximately $34,000, in line with last year’s first quarter. March Overview
      Retail sales were 203,113 units, up 5 percent, and market share was up 0.6 percentage points to an estimated 16.1 percent. Chevrolet’s estimated retail market share increased 0.4 percentage points and Buick was up 0.3 percentage points. Total sales were 256,224 units, up 2 percent, and market share was up an estimated 0.4 percentage points to 15.9 percent. Commercial deliveries were up 3 percent driven by a 67 percent increase in Malibu deliveries and strong pickup and large van sales. Daily rental sales down 18 percent, or more than 5,100 units. Fleet sales were down 9 percent. Brand Highlights (vs. 2016)
      Chevrolet Crossovers
      On a retail basis in March, the Trax was up 51 percent, the Equinox was up 26 percent and the Traverse was up 24 percent. For the quarter, Trax retail sales were up 54 percent, the Equinox was up 16 percent and the Traverse was up 7 percent.  Bolt EV sales in the quarter were 3,092 units, with limited availability. The days to turn is exceptionally low at 14 days. Chevrolet Trucks
      Chevrolet had its best first quarter truck sales since 2008, up 6 percent. Key drivers were the Suburban, up 26 percent; the Tahoe, up 11 percent; and strong full-size van sales to small business customers and fleets. Silverado sales were essentially equal to a year ago. Chevrolet retail truck sales in the first quarter were up 2 percent, with the Tahoe up 9 percent, the Colorado up 7 percent and the Suburban up 5 percent. Silverado sales were essentially equal to a year ago. The Tahoe and Suburban had their best March total sales since 2008, and their best first quarter total and retail sales since 2008. The Colorado had its best first quarter retail sales since 2005.   Chevrolet Cars
      Retail deliveries were very strong in March, up 9 percent. The drivers were the Cruze, up 63 percent; the Sonic, up 14 percent; the Spark, up 50 percent; the Volt, up 15 percent; and the Camaro, up 2 percent.  During the quarter, retail car deliveries were down 11 percent, reflecting industry-wide changes in customer demand. However, Cruze retail sales were up 22 percent during the quarter; the Spark was up 37 percent; and the Volt was up 39 percent. The Volt had its best first quarter total and retail sales ever.  Buick Sales
      Buick had its best March retail sales since 2005, with sales up 22 percent. The LaCrosse was up 60 percent on a retail basis in March, the Encore was up 17 percent and Regal was up 7 percent. On a total sales basis, it was Buick’s best March since 2006, with deliveries up 15 percent. First quarter retail deliveries were the highest since 2004, driven by a 29 percent increase in crossover sales. The Encore has posted seven consecutive months of year-over-year sales gains, and it had its best-ever March and first quarter sales. The Envision had its best month since launch. GMC Sales
      Total GMC sales were up 12 percent in March, driven by a 47 percent increase in crossover deliveries. The Acadia, which was redesigned last year, was up 84 percent and the Terrain was up 14 percent. The Yukon XL was up 17 percent. March was the highest-ever month for Denali models, at 29 percent of GMC retail sales. Total GMC sales for the first quarter were the best since 2000, with deliveries up 10 percent. First quarter retail deliveries were up 4 percent, with the Acadia up 30 percent and Sierra HD models up 22 percent. Cadillac Sales
      Cadillac XT5 retail sales in March were 22 percent higher than the outgoing SRX, and ATPs were about 9 percent higher. Cadillac’s ATPs continue to be in the upper echelon of luxury brands at more than $54,000. Full-year Guidance
      We believe strong car-buying fundamentals are reflected in the retail component of the light vehicle SAAR (seasonally-adjusted annual rate), which was 14 million in March, up 0.3 million versus a year ago. The retail SAAR for the first quarter was 14.3 million, up 0.1 million. Ten all-new or recently redesigned crossovers are expected to drive GM’s sales and share higher in 2017. GM’s deliveries to daily rental companies are expected to decline for the third year in a row. The company expects inventory in the second quarter to be lower than the first quarter, in a range around 90 days’ supply. The decline reflects strong sales, lower car production and strategic, launch-related growth in truck and crossover stocks. The company expects to end 2017 at essentially the same inventory levels as 2016 on a days’ supply basis, but with fewer cars and more trucks and crossovers in stock. As expected, incentives were down sharply from February 2017, according to J.D Power PIN estimates. Spending as a percentage of average transaction price (ATP) declined from approximately 14.9 percent to about 13.5 percent. The launches of new crossovers and adjustments to passenger car inventories will help moderate incentive spending going forward.
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