With Cadillac's ATS already causing a stir, the carmaker took the buzz up another level by saying it's aiming to double its sales in a couple of years, becoming the number one luxury brand in the country. Interestingly, Cadillac says it'll do this by releasing 10 new cars over the next three years.
Now, the challenge of doubling sales wouldn't be difficult for a car company with Rolls-Royce-like sales volumes (that company sold 3538 units worldwide last year), but Cadillac's benchmark is its 2010 volume, or 146,925 sales. Doubling that would put Cadillac at about 294,000 units a year, or about 24,500 sales a month.
That's challenging enough as is. Last year, Cadillac's SRX and CTS each sold averaged 5000 units a month, and the Escalade averaged 1500 a month. If the new XTS sedan continues its current sales pace of about 2000 a month, and the new ATS sedan sells at the exact same rate as the BMW 3 Series against which it competes (7500 units a month), you get 252,000 units a year. While that's enough to steal the gold medal from BMW, which sold 248,000 units last year, it's still 42,000 short of the company's ultimate goal.
To help it reach those goals, Cadillac says it plans to unveil a secret weapon—well 10, to be exact. Cadillac vice president of marketing Don Butler says his company will release or update 10 models over the next three years to boost sales. Here's how we think the wreath and crest will flesh out its lineup:
- All-new 2014 CTS sedan, coupe, and wagon
- All-new CTS-V sedan, coupe, and wagon
- ELR extened-range electric based on the Volt (and previewed by the Converj Concept)
- All-new Escalade