By on June 13, 2013


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.

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14 Comments on “Global Growth Of Cadillac: GM Cautious...”

  • avatar

    Based on recent articles, I expected a different headline. Perhaps “Obama-coddled Cadillac surrenders share to Hitler’s darlings”, or “GM can’t ship jobs to China fast enough.”

    And about the boring graphic — you can’t tell me there isn’t a stock photo of a Body by Fisher tramp stamp sitting on the TTAC hard drive.

    • 0 avatar

      Sadly, it looks like it is time for a few bannings.

      Please read TTAC’s commenting guidelines.

      • 0 avatar

        So, which one did this guy break? Was he “rude”? Is “Obama-coddled Cadillac surrenders share to Hitler’s darlings” not close enough to “Weakened By Obama’s Union Coddling, Cooper Tires Is Sold To The Indians” to be considered a joke?

        Just curious, because read and re-read as I might, I often fail to see the link between the rules and the enforcement, and heaven for-fend I run afoul myself.

  • avatar

    I never bought a new luxury brand vehicle but if I ever have enough money to do so I would opt for Lexus, BMW, Mercedes, Infinity and Audi long before I would consider a Cadillac or Jaguar.

    It’s commendable that GM wants to play in the same league as the big boys but the past is prologue and Cadillac never was a player in the global luxury market except with its own fan base.

    So maybe a cautionary approach is the right thing to do since it leaves the door open for the surprise that sales may exceed forecasts.

    • 0 avatar

      “Cadillac never was a player in the global luxury market except with its own fan base.”

      Cadillac WAS the global luxury market for many years, before it was overtaken by nimbler rivals. GM basically invented the idea of a volume luxury car (i.e., not a super-premium along the lines of Rolls Royce, pre-VW Bentley or Aston Martin). I’m not saying Cadillac hasn’t fallen far from its height, but to say there was never a global market for Cadillacs is false.

      • 0 avatar

        During my tours of duty in Europe and Asia I never saw ANY Cadillacs anywhere. What I did see were many Mercedes-Benz, Toyota Cressida Stretch Limos, BMW 7-Series and tons of Audis.

        However, if you wish to believe that Cadillac had, has or ever will have global appeal, feel free to do so. I have no problem with that.

        I’ve owned a few used Caddies, among them an Eldorado with the monster 500 cubic incher, and a magnificent Sedan de Ville road going Yank Tank, but in spite of their opulence as a massmarket luxury land yacht, even I preferred to dump them once the novelty wore off. Their gas mileage was never a concern. And when faced with a choice my wife and I chose to buy a new 1992 Towncar Executive for her realty brokerage business.

        To say that Cadillac WAS the global luxury market for many years is very hard to accept since I never saw any Cadillacs anywhere outside of the US of A.

        We each have our own beliefs rooted in our own experiences. I can accept that. I just can’t see where Cadillac had any kind of global presence anywhere at any time.

        • 0 avatar

          Vatican Secretary of State Eugenio Cardinal Pacelli toured the United States shortly before his election as Pius XII in 1939. He was apparently much taken by the Standard of the World, as he ordered up three Fleetwood sedans for the Vatican garage following his elevation to the papacy.

        • 0 avatar

          Your tours of duty were too recent. Cadillac’s heyday went up to the mid-1960s, when most Western Hemisphere government leaders were driven in Cadillacs. In the 1950s, even Fidel Castro’s family owned one.

          Talk to Navy veterans who served in the ’40s-’50s. I was in the Navy 1970-74, and saw a few Cadillacs in Costa Rica, Nicaragua, the Phillipines, Spain and Greece. Most were government cars or older models owned by former government officials – their government successors bought new cars and the former officials got to keep theirs. They were too rare and expensive for the average buyer in those countries.

          • 0 avatar

            Lorenzo, you’re right. My tours of duty spanned Jun 65 – 1 Jul 85.

            I did visit my sons who were stationed with the US Marine Corps at Hansen and Futenma on Oki in 1986, 1992, and Yokosuka in 1998, and even got to visit one in Tokyo, Shinjuku, after he got out of the military in 2008.

            My other Active Duty TDY’s and tours included South Korea, the Philippines (Subic Bay & Clark AFB), Thailand, Germany, Turkey, England and several other special weapons places in Europe as a member of the IG team. Never saw ANY Caddies of any vintage in any of those places.

            Maybe I’m too young to appreciate what Caddy had going for it in the distant past. But in this day and age Caddy needs to have a lot more going for it than it has now to tear away sales from the big boys.

        • 0 avatar

          I grew up in postwar England during the 1950s. The only American vehicles I saw as a car-obsessed kid were …. Buicks. My grandfather in India pre and post war was issued … a Buick. Enormous cars with 7 foot long hoods. Had to hide that inline 8 somewhere.

          Since I read books, I had heard of Oldsmobile, Chevrolet and Cadillac. Never saw one and Chrysler brands were unknown, except Dodge, which had Dodge trucks in Britain. However, like Fords and Vauxhalls which were everywhere, and like Kelloggs cornflakes, Mars bars and Quaker Puffed Wheat, I and everyone else thought they were British companies. There was very little information available, unlike today and US companies did not flaunt their origins.

          That’s what US companies did – set up overseas subsidiaries and become part of the landscape with products suitable for the local market. Not a bad plan, really. Who in hell was going to buy a Caddy anyway when Rolls Royce and Bentley existed?

          Arrived in Halifax Canada in 1959, and was immediately confronted by the giganto fin Caddy and cats-eye Chev. Thought I was in space. Pontiac, Lincoln, Plymouth, Chrysler and DeSoto were new brands to me.

          So Buick had a presence in the British Empiyah. Cadillac, nope.

          • 0 avatar

            When I was a kid in High School in California in 1963 I bought an old ’49 Buick with the straight 8 and Fluid Drive from a graduating senior.

            It served me well during MY junior and senior years in High School and when I graduated I passed it along to my younger brother, and so on, until it finally became too expensive to keep running, and smoked too much to elude the cops.

            I can’t recall how many panties got lost or disappeared into the back seat. But that was a roomy back seat with plenty of room to stretch out and it was well used by me and all my brothers when they owned that Buick.

  • avatar

    I much rather see this realism from Cadillac than not. Although Cadillac recent designs are so much better than their previous cars, the competitors have also improved a great deal as well. The lesson of the premature compliments on the new Malibu 3-4 years ago still ring true. People thought it was a great mid-size family sedan cars because the Malibu was such an improvement to its previous generation. But after 3 years (and after Toyota and Honda resolved their calamity-induced supply chain issue), it’s not even close to the Camry, Accord, and Fusion now.

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