Cadillac is a brand beleaguered. Part of the reason is its misadventures in Crossover Land.
In a world where Acura, Lexus, and others are serving up premium crossovers at premium prices, and building competitive vehicles while so doing, Cadillac has served up something that’s more like a glorified Chevy.
That, obviously, is a problem.
The race to fill every nook and niche within the crossover market is on. No gap between existing models is too small, as consumer demand for tall wagons seems insatiable. A crossover for every purse, right?
Cadillac has often been seen as trailing broad trends over the decades, and fittingly the lux brand from GM has been sedan-heavy of late. Still, the midsize XT5 has been selling well, so shrinking it a bit to fit more wallets makes sense. Thus, this 2019 Cadillac XT4 has appeared. Will it, like the marketers claimed years and years ago, become the standard of the world?
“Dare Greatly,” Cadillac’s slogan du jour, is open to a wide spectrum of interpretation.
Daring greatly could mean being the first to achieve something of note, like when Amelia Earhart became the first female pilot to fly solo across the Atlantic Ocean; it could mean being the first to not do something, like that one kid at school who talked to the new guy instead of making fun of him; it might even be refining or simplifying existing memetics, like Apple did when it changed the way we interact with music through the iTunes ecosystem. Then there’s the case of the late-arriving Cadillac XT4.
Sure, it may be the last of the major-branded luxury-compact crossovers to report for duty in a segment that has been glowing red hot for several years now, but Cadillac’s great dare in this space is a bet that consumers won’t really care which chicken came before the egg, just if there’s a vegan alternative to the omelette. As a late entrant, Cadillac claims it’s been able to study the segment, getting to know the intimate needs of the younger demographic it’s been working to understand and engage for the past five years. And if there’s one thing the thirty-something, upwardly mobile, cosmopolitan, condo-dweller loves more than engineering a career, spinning, and brunch, it’s a puppy.
Full disclosure, right up front: While I am in New York City for the auto show, neither myself or anyone from the TTAC team was invited to the XT4 unveiling the night before the show’s first media day.
I only mention this to point out that I can’t, as of this writing, judge the newest luxury compact crossover in the flesh, although I will likely see it 12 hours or so after I type this.
Hot takes aside, it’s common knowledge by now that crossovers are hot and just about every brand feels it needs to cover the subcompact, compact, and midsize classes. Cadillac has the midsize class covered with the XT5, so naturally, it’s time to go one smaller.
General Motors is tooling one of its car plants to build the svelte new Cadillac crossover that’s aimed at fixing the luxury brand’s sales slump in the United States. However, GM is keeping quiet on the move as the XT4’s future hasn’t been officially announced. However, insiders have claimed the automaker has already begun production on test versions of the Cadillac XT4 at its assembly plant in Kansas City.
Cadillac deliveries fell 8 percent last year in the United States and, as crossovers seem to be the sure-fire remedy for every automaker seeking sales, the XT4 could be a godsend. That blessing isn’t isolated to North America either. Adding the more-affordable crossover to the company’s Chinese lineup is equally important. (Read More…)
By “can’t,” we mean “keep the division afloat.” The luxury brand’s sedan sales just aren’t cutting it anymore, forcing Cadillac to play a game of crossover catch-up with other players in the premium field. While the full-size Escalade and midsize XT5 remain strong (and consistent) sales performers, many of Cadillac’s rivals offer more utility vehicle choice. Lexus has four, and might not consider that enough. Even Lincoln has three.
The first of several answers to this problem is the XT4, a compact crossover positioned just below the XT5. Debuting in the middle of next year as a 2019 model, the new crossover recently made an appearance outside General Motors’ Milford proving grounds. Luckily, a cameraman was there. (Read More…)
It didn’t take long after the North American debut of the 2017 Cadillac XT5 for people to ask, “What’s next?” for the crossover-starved luxury brand.
At the Los Angeles Auto Show, Cadillac chief Johan de Nysschen told Automotive News that the next Caddy crossover will come in two years and would likely slot below the XT5, in terms of name — but not necessarily in terms of size.
Cadillac’s next crossover, the XT4, will likely go on sale in 2018 with a bigger, three-row crossover coming one year later to bookend the XT5. The battleship-sized Escalade will remain, and a smaller, subcompact crossover could arrive at the end of the decade to give the brand a full range to offer a crossover-crazed market. (Read More…)
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