During the official unveiling in New York of the redesigned 2015 Cadillac Escalade, GM said it might use the name for other luxury products of the Cadillac brand.
The Escalade is one of 10 new or refreshed Cadillacs that GM is launching in the US before 2016 starts. The product introduction includes the ATS, the new compact sedan tha allowed Cadillac to grow its home sales by 29% this year through September. US deliveries of all versions of the Escalade peaked in 2004 at 62, 250 and then decreased to 23,340 last year, according to researcher Autodata Corp.
“There’s a lot of equity in Escalade and I’d like to explore the notion of other vehicles that would carry that brand name,” Bob Ferguson, head of Cadillac, said yesterday in New York following the unveiling of the 2015 version of the large, luxury sport-utility vehicle. “We can increase the volume that we’re doing now,” Ferguson added. “Escalade puts an exclamation point on the end of the brand.”
The redesigned 2015 Cadillac Escalade faces threats from smaller, car-based SUVs that get better fuel autonomy and increased competition from high-end offerings in coming years. Maserati plans to introduce the Levante SUV in 2015, while Bentley has said it will start selling the world’s most expensive SUV, at about 180,000 euros ($244,000), within the next three years.