Tuesday, June 21, 2016


Further to my recent scrutiny of Cadillac's challenges in its home market, a senior U.S. market analyst has highlighted perhaps the real disrupters in Cadillac's most important segment, competing with Cadillac's new CT6 sedan.

Whereas I posited that the major European brands (Audi/BMW/Mercedes-Benz) had created competition for Cadillac, a variety of strong entrants a little lower down the luxury ladder, are proving to be the most challenging, and confusing for potential Cadillac buyers.

Those brands directly competing with Cadillac and showing major gains in the U.S. luxury market (YTD May 2016) are:

Jaguar +80%

Volvo +10%

Tesla +7%

Infiniti +3.5%

Cadillac -12%

Tesla's position will be strengthened by the recent launch of the Model 3, and whilst it's not a direct competitor to the CT6, the Model 3 will increase visibility of the Tesla brand overall, creating additional disruption.
Tesla Model 3

Cadillac is to present a review of its position in the American market to the members of the International Motor Press Association (IMPA) in New York on June 28, when Cadillac's Chief Marketing Officer, Uwe Ellinghaus addresses New York's most senior automotive media.

I would love to be a fly on the wall.

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