GM appears to be less convinced of the second coming of Cadillac than many of its fans. In the Global Business Conference Call, Bob Ferguson, VP of Global Cadillac, did set very cautious goals for Cadillac.
Currently, Cadillac claims 8.5 percent of the worldwide luxury pie. By 2016, GM wants to gain only half a percent market share more. Then it wants to rest, to achieve only 9.2 percent global share by 2020. Looking at the plan, GM appears to be betting big on the success of its new Chinese assembly plant, and on its plan to sell 100,000 Cadillacs in China by 2016.
When that Chinese plant was announced a month ago, Cadillac targeted 10 percent global market share bu 2020, the Wall Street Journal said.. This plan did not live long. Now, the target is 9.2 percent.
As cautious as these targets may look, they will take a lot of work to reach. Audi, BMW, Mercedes all have their own growth plans, so do the Japanese. Premium buyers are conservative, and stick to their brand.