General Motors banks on Cadillac to steal Lexus’ No. 4 luxury carmaker title

Article by Anita Panait, on March 4, 2012

General Motors Co. plans to introduce new Cadillac models to increase its sales by more than double and surpass Toyota’s Lexus as the world‘s fourth best-selling luxury car brand. GM chief executive Dan Akerson wants to transform Cadillac into a global player in the luxury car market, and bring it into position wherein it could rival the world’s luxury bestsellers in BMW, Audi and Mercedes-Benz. 

According to a person privy with GM’s plans, the company aims to hold the fourth luxury car spot currently held by Lexus within 10 years.  However, for the plan to be successful, Cadillac must introduce the right new models to the market, said the source, adding that plans were still private.

According to J.D. Power and Associates, Cadillac must find a way to extend its reach to buyers younger than Ann Romney, Mitt Romney's wife, who drives two SRX SUVs. Ann, who is turning 63 this April, is about the same age as the median Cadillac customer in 2011. Thus, Cadillac needs to attract younger buyers if GM aims to become the fourth largest luxury carmaker.

"We are working on more new Cadillacs than at any point in the brand's history," Don Butler, GM vice president for Cadillac marketing, said in February, adding that GM is currently is discussion over the best way to become a global player. 

Mark Reuss, president of GM North America, revealed recently that GM is deciding on several vehicle options for Cadillac. Executives at GM are thinking of producing a sedan larger than the XTS, an SUV smaller than the SRX, and a new Escalade built on the same architecture as the Buick Enclave. [source: Autonews]

If you liked the article, share on:

Topics: gm, cadillac

Comments

Recommended

It has been nearly eight years since Toyota entered a new era of sports cars when it officially unveiled the production version of the Toyota 86 – also known as...
by - February 27, 2019
The new Audi TT RS – yes, the top version of the German carmaker’s facelifted TT model series – is now officially here. If you could remember, the range-topping TT...
by - February 18, 2019
Nearly half a year ago when McLaren Automotive unveiled the McLaren 600LT Coupe, the British carmaker is now introducing a version that lets its passengers enjoy the thrill of an...
by - January 25, 2019
German carmaker Volkswagen is now making the latest evolution of the new Volkswagen Golf GTI -- the new Golf GTI TCR. First unveiled as a concept at the annual GTI...
by - January 24, 2019
It has been three and a half years since BMW unveiled the sixth generation of the BMW 7 Series. Thus, it is really about to give the 7 Series a...
by - January 17, 2019