Cadillac expects fresh lineup to lift retail sales 35%
Photo credit: JOE WILSSENS
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ORLANDO -- Cadillac is targeting a retail sales jump of about 35 percent this year and plans a fall rollout of the next-generation CTS sedan, General Motors executives told dealers at the make meeting.
The redesigned CTS, Cadillac's top-selling car, will be unveiled at the New York auto show next month, Cadillac marketing chief Don Butler told Automotive News before the meeting.
Cadillac expects a slew of new and redesigned vehicles to sharply boost sales this year, after losing market share in each of the past two years. In 2012, sales slipped 2 percent, to 149,782, vs. industry growth of 13 percent.
"Our sales growth needs to be in double-digits percentage increases, month over month," Butler said, declining to specify a target. "We've got the product, and now we need sales growth commensurate with that product."
Dealers who attended the meeting said Cadillac is targeting retail sales of 190,000, which would mark a 35 percent gain from the roughly 140,000 retail units it sold last year. GM plans to cap fleet sales at 5 percent, dealers were told.
Cadillac expects its reloaded portfolio, including a full year of sales of the ATS compact and XTS large sedan, to drive growth. Both cars arrived in showrooms last summer.
Butler said Cadillac's marketing budget would grow this year with the launch of the next-generation CTS and continued support for the ATS and XTS. He said the next-generation Escalade will be unveiled this year. Dealers at the meeting were told that the SUV would arrive in early 2014.
Butler addressed the dealers along with Bob Ferguson, Cadillac's global vice president, and Chase Hawkins, vice president of sales and service.
Ferguson said that recent accolades for the ATS, including its being named 2013 North American Car of the Year, have fueled buyer consideration for the sports sedan. He said more than 70 percent of ATS buyers are new to Cadillac.
Dealers expect to get their first look at the CTS and other future models during a meeting in Las Vegas in April.
• Next-gen CTS to arrive in fall
• Fleet sales to be capped at 5%
You can reach Mike Colias at mcolias@crain.com.
