Cadillac needs more products, not just new headquarters image

Recent years have seen GM’s luxury brand searching its identity and lost sales at home, while only managing to secure an ascending position in China, the world’s largest auto market.

With executives coming and leaving soon, the premium brand hasn’t had a stable management workflow in the last two years – but GM looks set to change that with the arrival of Johan de Nysschen from Infiniti. His first big move at Cadillac mirrors the one made at Nissan’s luxury brand – relocate the HQ for more independence.

But, Cadillac’s long-term success, in the eyes of many industry observers, lies in the steady expansion of a great and critically acclaimed – but definitely tiny – product line-up. The brand has three sedans, two utility vehicles, two coupes and one performance model. There’s no small crossover – a segment that enjoys a huge success – and for comparison Mercedes-Benz alone plans to unleash 30 new or updated models by the start of the next decade.

The brand’s latest offerings – from the 2015 Escalade to the ATS and CTS sedans – have been critically acclaimed, but they compete in segments where most of its rivals have more than one model.

“They are some of the best products Cadillac has ever had,” said Dave Sullivan, product analyst with AutoPacific.

But sales at Cadillac in its home market, the US, only reached 182,543 units, securing the fourth place, falling behind Mercedes-Benz (334,344), BMW (309,280) and Lexus (273,847).