Two brands that have lost a considerable percentage of their market share have decided to showcase their key products at the L.A. Auto Show to prove that they have a credible offering.
Cadillac brought the CTS Coupe while Chevrolet introduced the compact Cruze. Both brands have experienced higher sales declines in California than in the other states.
Brian Nesbitt, Cadillac's general manager, said that it's precisely for that reason that the company unveiled the coupe in the auto show. He said that the coupe will stand for a small portion of CTS sales but will be a "nice niche vehicle."
He cited the Audi A5 and the Mercedes-Benz E-Class Coupe as good niche examples. He believes that the coupe will hopefully draw customers to Cadillac.
Nesbitt noted that one way to appeal to people is to bring the vehicles to a location chosen by potential buyers and bring in a few competitors to be able to compare. To bring in customers who wouldn't normally consider Cadillac, he said, "We must conquest."
Meanwhile, the Cruze was introduced in California to take aim at the Honda Civic and Toyota Corolla, said Margaret Brooks, marketing director for small cars at GM. She expressed optimism with the small-car market and she said that she was confident that the Cruze will change the rules for compact cars.
The Cruze is claimed to have the space and amenities of a mid-sized car. It even delivers 40 miles to the gallon. The vehicle goes on sale in the third quarter of the year, which means that thereâ€š plenty of time for Chevy dealers to get extensive training before the vehicle goes on sale.