The Cadillac brand, which is among the premium stars in China, is not doing so well at home in the US. General Motors aims to reverse the slump with a new, top of the range model and a redesigned SRX crossover.
The US luxury brand has been lacking such a model – destined to properly rival competitors such as the high-priced versions of the Mercedes-Benz S Class – which could in turn be used to boost brand image and appeal. On the sidelines of the Pebble Beach Concours d’Elegance, Dave Leone, Cadillac’s chief engineer, told media present in California the brand would reveal the new rear-wheel drive car late next year. The Detroit-based company already showcased its vision for its flagship last year during Pebble Beach through its Elmiraj concept.
“This is going to be a fantastic year for Cadillac,” Leone said.
Even as rivals from Mercedes-Benz and BMW to Lexus have posted record sales in the US in recent months, Cadillac’s deliveries slid 2% so far this year, mainly because of decreased demand for its passenger car range. For example, both the entry-level compact ATS and large XTS have dropped more than 20% throughout the first seven months. Meanwhile, the SRX SUV, which was last refreshed in 2009 and will be redesigned next year, surged 16% to become the brand’s best-selling model.