Cadillac to replace DTS, STS with 1 car
The premium-luxury segment was booming five years ago when Cadillac introduced the DTS and STS. But since then, the segment has shrunk and so have DTS and STS sales.
Through August, Cadillac sold 33,368 DTS sedans, down 13.9 percent compared with the year-ago period. The STS accounted for 13,156 sales, down 24.7 percent from a year earlier.
“So arguably, we don't need two entries there anymore, given the shrinkage of that segment,” Jim Taylor, Cadillac's general manager, said last week in an interview here with Automotive News.
Taylor said that neither car is going away per se but, rather, one car will combine the best attributes of both and eventually fill that segment. He did not give a time frame.
Cadillac is also primed for an entry-level vehicle.
“Can we use (a) vehicle at $28,000 to $32,000 that would address a whole other customer group that would be under the CTS? Absolutely,” Taylor said.
GM's president of North America, Troy Clarke, has said GM would like to offer a vehicle under the CTS, something that Taylor initially had resisted. Taylor said his hesitation was due to concerns that Cadillac was not yet a strong enough premium luxury brand to risk offering a vehicle on the low end.
Cadillac's cachet is strong enough now for an entry vehicle, provided there's balance at the top with a high-priced ultraluxury vehicle. Taylor said the idea of a flagship sedan for Cadillac is still alive.
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