Ive had this stance now for the last year or so. And I think Cadillac has got the right engineering, quality, luxury to pull it off as of NOW!
That was then...and the ONLY reason why the uber lux crowd aint buying stuff from Cadillac in that price range...
well there are at least 2 reasons:
1. There are virtually NO products in this price range that Cadillac offers for the uber lux crowd to buy. The Escalade is the sole vehicle that uber lux folk are buying.
2. There is NO marketing to instill pride in the brand. No information to let people know why they should buy Cadillac. The V Series stuff. There is NO marketing for people to be excited about a V Series Cadillac.
The reasons why I say that folk WILL flock to buy uber lux stuff from Cadillac:
1. The concepts Ciel, Cien, El Miraj, Escala all have garnered a fair amount of buzz and noise. But no such product was and is available for an eventual sale down the line.
2. The Blackwing V8 CT6 sold out. And THAT is with the CT6 supposedly not being on the same level, as some say, as a Bimmer or Audi or Mercedes. And the Blackwing V8 CT6 is in the uber luxury price world. Granted, not too many units were available for sale, but its not as if the Blackwing V8 CT6 was advertised...and was outsold as soon as it was made available for sale and if Im not mistaken, the Blackwing V8 CT6 is still not produced to be delivered... That kinda reminds me of a certain product zealousness on par with...Tesla...
3. The CT6 was on the chopping block for awhile. But...there is a strong demand for the CT6, so GM/Cadillac is finally NOT cancelling it... Not too bad for a halo car that is NOT a halo car and supposedly a real halo car is still in the works...
4. Despite all the times we heard Cadillac say that this is the generation to turn things around...and Cadillac does not...and they take 2 steps forward and 1 step back...despite all that...Cadillac HAS raised its prices and Cadillac is actually rolling metal out of their NORTH AMERICAN dealerships.... Yes...not ATS and CTS vehicles...but their SUVs...and the CT6 has got a strong following.
5. Going back to the El Miraj and Ciel and Escala...
The ATS and CTS are not selling the way they should, but the ATS and the CTS are NOT even remotely close to what folk actually want from Cadillac...which is Ciel, El Miraj and Escala...
The one vehicle that people envision Cadillac to be that Cadillac actually builds...is the Escalade, andTHAT Cadillac has no trouble finding clients...
Sometimes...pricing yourself too low and putting yourself too low in the market place does NOT give you the volume you want and crave. Sometimes, the image people want from you, is to be exclusive, and sometimes pricing yourself high and out of range for most folk WILL get you the volume you want and crave...from the people that actually COULD afford your cars...
Because...the people that WANT a Cadillac will NOT buy a Cadillac simply because Cadillac is NOT stuffy enough.
Those people, want EXCLUSIVITY....and are probably bored with BMW, Mercedes, Lexus, Audi, Jag...and those people are waiting for Cadillac to actually really become exclusive...
And yes...of course with the right engineered and quality worthy of the price, product.
And Cadillac HAS that engineering and quality as of NOW...in 2019...
What they do NOT have is the marketing...and product...to sell to those folk...