Speaking to Automotive News, Cadillac chief Johan de Nysschen said that the automaker’s strategy will be to price cars much lower than the Germans and eventually raise prices as the brand gains traction.
Cadillac has to heap incentives on its cars to move them off lots, he said.
“Knowing that, it seemed to be more sensible to price CT6 right and let the car gain traction,” de Nysschen told Automotive News. “We need to give the car time to establish a reputation. With a very compelling product offering and a good price, I think that’s the way to do it.”
When the 2016 Cadillac CT6 goes on sale in March, that car will cost nearly $55,000 to start — well below the BMW 7 Series, which starts at around $82,000 and the Mercedes S Class that’s around $95,000.