adillac plans to achieve double-digit retail sales growth and end three consecutive years of U.S. sales declines by focusing on new products and advertising in 2019.
The products, according to dealers who attended the Cadillac make meeting at the NADA Show, will include a freshened XT5 midsize crossover and the new CT5 sedan toward the end of the year. Those are in addition to the already announced CT6-V performance sedan expected by midyear and the XT6 crossover in the summer.
As the products flow in, Cadillac marketing chief Deborah Wahl will continue to roll out advertising for the brand that is expected to focus on the "Cadillac SUV family," including the new XT6 large crossover and the XT4 compact crossover, which launched last year.
Also coming could be a TV ad that features Cadillac's 4.2-liter V-8 Blackwing engine the brand will launch in the CT6-V. Only 275 of the cars will be produced for the U.S., but the vehicle, estimated at 550 hp and 627 pound-feet of torque, could be used as a halo for the brand.
Cadillac released an ad-like video for the engine in January, which Wahl showed dealers during the meeting. It's unclear if the video is planned to be used for TV.
Scott Casebeer, owner of Capitol Chevrolet-Cadillac of Salem in Oregon, described Cadillac's upcoming marketing and advertising as being more colorful and having more "upbeat music." Both are advertising characteristics that Wahl has increased since joining the brand in March 2018.
"I thought it was a good meeting," Casebeer said. "I think the new leadership team at Cadillac is very open and, obviously, very enthusiastic about what the brand is doing."
Cadillac President Steve Carlisle, following the meeting, said dealers "liked the future direction" and marketing for the GM luxury brand.
Carlisle, who became president of the brand in April, neither confirmed nor denied the product plans, which are in line with previous reports from Automotive News. a