YOU MAKE THE CALL! Does Cadillac Have A REAL Future Or Will It Slowly Deflate Into Oblivion?

So, does the average purchase price take into account all of the incentives and discounts?

If I walk into a dealership and agree to pay $80K for a CTS-V, and the dealership is offering me $15K in incentives, that still is recorded as an $80K purchase price, is it not?

In the 1950s, people were saying things like "It's the Cadillac of new homes!" Caddy was amongst the world's finest cars, and there was no doubt about it. The world new.

Today, as well as in preceding decades, Cadillac has struggled to redefine itself and stay relevant. The German brands have taken over as world luxury leaders (Mercedes, BMW, Audi, and lately Porsche). The German brands have even bought the traditional British symbols of ultra high luxury -- Rolls-Royce (owned by BMW) and Bentley (owned by Volkswagen) -- and they own that space. Lexus have define their own luxury niche. But Cadillac?

Their angular and flat-surfaced "Origami" styling is polarizing, to be polite. And although they can get respectable track numbers, they don't seem to be able to put together a noteworthy package. They are no longer an "aspirational brand."

Cadillac is by no means "down and out," but one thing is for sure: They haven't been on the top of their game for decades, and there's no sign that they're moving towards dominance or prominence. If I were to bet on the future of Cadillac, I'd say it's not rosy. I picture them still struggling to be relevant in a decade, or possibly gone, or possibly just a tiny niche under the GM umbrella, a mere shadow of its former glorious self.

If Cadillacs were priced to sell with no discounts (20% lower) then the brand would be more successful. Price no longer equals prestige in the 'sharing' economy.

Neither Cadillac or Lincoln have the quality of the Euro brands. However while Lincoln probably makes an inferior driving product to Cadillac I give it credit for not trying to be European. Lincoln represents "Americana" better than Cadillac does. Cadillac needs to research itself and determine what made it so great in the 40's,50's and early 60's.Some of their concept cars in the last 10 years have been great. However they simply do not translate down to production cars. In that respect they are much like Subaru.If they could bring that show car elegance to production I think they could turn things around.

I'm telling you a resurrection of the Seville name coupled with 1976 Seville stying aged forward--complete with the formal roofline--would be stunning.

I'd kill the Lacrosse, price the Regal like a Verano, and do the Seville as an XTS replacement aimed at the Lexus ES, Audi A4 crowd but priced like a Lacrosse.

Ask 18-34yr olds if Cadillac is in their top 10 of cars they can see themselves owning. In all my years I have only ever visited BMW, McLaren, Porsche, Toyota, FCA and Volvo dealerships. Cadillac is a brand my father and uncles aspired to own, but I can't say anyone I grew up with wanted to own one either. If you have no new customers coming up, you have no future.

re "...If you have no new customers coming up, you have no future..."

A holy truth in the automotive world, and business in general. This is Buick's problem, too. A once glorious marque of luxury. Now, the car your dad aspired to own.

Cadillac's ills are

1. De Nysschen at the helm
2. CT/XT naming
3. Tired styling
4. Wrong sized for the price

The High Luxury brand can be Style Driven. None of the leaders have what anyone would call spectacular styling - most are too conservative (Cadillac is simply too old - was too angular). However - If Cadillac HAD produced the Ciel -= or El Miraj - we would not be talking like they are on the way out. After all - the dynamics of the car are top rate - and no one else on the market has the metal technology of the CT6 that keeps it weight low. Add in a new V8 and the Escala styling - and you might be able to see a way out.

I believe - based on their statements - that they are going to restyle the ATS and price it in the CLA range - where it would clean up if it had Escala styling. If they use the current CTS as the 3 series fighter - and price it that way (Rather than 5 series) - and restyle it Escala - it has a chance in the US and China - especially in CHINA - and we already know they are restyling the CT6 in the manner of the Escala.

Now - what would be great if they returned to the names of the past. AND I AGREE with Matt - A Rolls Royce manner styled 4 door like the old Seville - they could not make enough of them (But I do not see that - the CT6 will move toward Escala first.)

Now that they have the low weight chassis - though - a honking big American Crossover is what they need - and they are doing it. With a V8 - it would be something on its own - and would sell as well.

+2 on bringing back model names, alphabet naming is confusing. Acura & Infiniti have the same problem.

Its sad to see a brand with an appealing heritage loose its way. Makes you seriously wonder how corporate decisions are made at GM. Volvo has regained its once proud market position again by putting the brand in the hands of Sweedes, supporting them with funds and letting them get on with it with little interference. Its called leadership.

Cadillac is growing globally, thanks largely to success in China. Their current portfolio was planned before De Nysshen came on board.
Their biggest problem is a lack of crossovers as the industry has moved in this direction.
Look at the sales of all brands and this is a strong industry trend.
The new XT4 arriving this year is the first vehicle developed completely under De Nysshen, is a crossover and its execution will help determine the future of the brand.
The XT5 has done quite well.

Thanks for the clarification, Truthster.

To cidflekken, the "transaction price" is the actual amount of money that changed hands. The example you gave would be recorded as a $65,000 transaction price. No one is trying to pull anything over on you.

While that is true, the real price--these days--is likely to be different.

Well, there is no Cadillac that has a fraction of the buzz that Ford's Lincoln line has generated.

Heck, the bougy LA youtuber Salomondrin even did a Lincoln Continental Video... https://www.youtube.com/watch?v=e5jo3-924Ek

Lincoln is having its day in the sun while Cadillac is stuck covered up by the bushel basket. Thanks DeNysschen - great job on Cadillac.

This begs a bigger question, with the recent retreat of GM from Europe and Australia does GM have any future?

Actually build a halo car (El Miraj for me)
Pay attention to the last 10% of the details
Return to names
Update the styling
Be truer to their roots

vdiv, GM's earnings are doing quite well. Pulling out of Europe was the right move as they have lost money there for 20 years and would be expensive to gain enough share to make it worth while. Everybody is pulling out of manufacturing in Australia as it is expensive to manufacture there and the market is small. GM is still selling Korean Chevy's there.
GM is one of the most successful companies in China where all the growth is happening. Cadillac is popular there as is faces less pro-German prejudice.
GM is still one of the 3 largest automakers in the world and is very profitable. Yes, they have a future.

MDarringer, your comment is nonsensical. 'The real price may be different"??
The transaction is what is reported. If you do not like the facts, you cannot blindly say they are not real - unless you are the president.

Transaction price isn't what the manufacturer got for it. Just because you're ill informed is no reason to pretend otherwise.

Truthy..keep in mind that Darringer is a Trumper...facts are "alien" to them..thanks for presenting the facts about Cadillac/GM in a very understandable manner.

"1. De Nysschen at the helm Why is this bad? It takes time to re-invent a brand
2. CT/XT naming - So, this naming structure is okay for MB, BMW, Audi, Lexus, but somehow Cadillac is stupid for using this. hmmm.
3. Tired styling - the styling does need to be more emotive, however the conservative approach has worked well in China.
4. Wrong sized for the price" - Not really, just a very competitive market.

I wish GM as a whole would take their nameplates serious and let each brand have their own definition and mission statement of what kind of cars and style to sell. Not just re-skinned cars, think Suburban, Yukon & Escalade for example. My thought for a Cadillac is full tilt luxury, smooth as glass ride and comfort of a cloud. Not small tiny cars/suv's.

My mom's Cadillac is nothing but a rebadged Chevrolet. It is almost like a warmed over taxi cab. The engine vibrates, the transmission whines, the interior is forgettable and the controls are unreadible and contain all identical little button that cannot be differentiated. Pathetic and dangerous design. SHAME on Cadillac. They deserve to go obsolete.

I would love a halo SUV above Escalade that is a TRUE RR competitor and an F-150 Limited competitor. Maybe not good business cases, I just want them.

001

The Escalade should be the RR competitor. It needs to stop being a Cadillac Tahoe.