Typically new model launches lead to excitement and optimistic sales forecasts. Cadillac while in the midst of several new launches for Europe, is actually scaling back already bleak forecasts. Oddly enough Cadillac’s own disjointed attempt at marketing to niches seems to be the issue.
Cadillac lack of focus and attempts to pawn off as what as seen by the consumer as niche market gas guzzlers, have turned a lukewarm market to ice cold overnight. Primarly Caddilac intended to spearhead their European assault with the BLS. But the BLS sales have only reached about 1,300 in 2006 and overall Cadillac sales totaled only about 3,000 in 2006.
Cadillac stated from the beginning that to build its brand in Europe would take time, and it was careful to post obtainable targets and set a modest opening target of 20,000 cars by 2010. Current projections show they may miss that mark by up to 30%.
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