Cadillac may offer more features to justify price of CTS sedan

Article by Christian A., on September 8, 2014

Cadillac has seen sales of its redesigned CTS sedan fall 35 percent in August following a 29-percent drop in July. In fact, Cadillac dropped 18 percent in August in the US. This despite the presence of two known luxury car personalities tapped from other marques -- Uwe Ellinghaus of BMW and Johan de Nysschen of Audi.

Both are tasked to defend Cadillac from German luxury brands in the United States, and both understand why the marque is losing sales. Ellinghaus told Bloomberg in an interview that Cadillac may have been "too ambitious" in increasing prices on the redesigned CTS.

To justify that price to customers, Cadillac mulls adding features like heated seats. To raise its appeal to customers next year, Cadillac is making "significant changes" to the brand's marketing in the first quarter of 2015.

Ellinghaus remarked last month that while there is a “tremendous growth” in the car luxury segment, Cadillac is not capitalizing on that growth to the same degree hoped for.

He noted that price is “definitely an argument" when trying to capture target buyers who aren't yet considering Cadillac models. To further compete with its German rivals as well as trim its reliance on large trucks, GM is expanding its range of high-margin Cadillac cars.

Cadillac is getting ready to launch four new models in 2015, including a redesigned SRX SUV and a top-range car. The brand will also extend efforts to have independent dealers remodel their showrooms to convey a new brand image while placing more importance to partnerships with hotels and airlines.

The third CTS sedan generation is founded on the high-performance rear-drive configuration of the prized ATS sport sedan, bringing Cadillac into the prominent class of midsized luxury sedans. It will be the lightest vehicle in the segment, allowing for the nimblest drive dynamics in the segment. An array of powerful powertrains supports its operations, such as the new Cadillac Twin-Turbo engine and eight-speed automatic transmission.

The brand-new CTS sedan provides artistic design, exciting performance, and modern technology. The car, always a centrepiece for Cadillac, extends literally and figuratively to defy the best in the world.

A lengthier, lowered, and sportier proportion is presented on Cadillac's breakthrough sedan and progresses the company's Art & Science design ethos. While extending five inches (127 mm) longer, including a 1.2” lengthier wheelbase, the roofline and cowl, the windshield’s base, are lowered around an inch, measurements that augment the lengthier exterior to accent the vehicle's lean look.

With Cadillac expanding worldwide, pushed by elevating credibility, the all-new CTS lifts the brand to another level.

While elongated in total length and wheelbase, the new CTS sedan has a lowered curb weight than the prior model and has a weight of around 200 lbs (90 kg) less than BMW’s 528i. Lightweight traits, including Cadillac's first aluminium door configurations, add to the lowered weight and almost a 50/50 balance of weight. And for the first time with the CTS, Magnetic Ride Control, the Cadillac real-time damping system, comes available with every base model.

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