Cadillac still looking for international volume
Sales outside of US will help make business case for new models

By DAVE GUILFORD | AUTOMOTIVE NEWS

AutoWeek | Published 03/01/06, 9:00 am et




Jim Taylor, Cadillac marketing general manager, says the division needs to make progress on one laggard element in its largely successful revival plan: building international volume.

American dealers should pay close attention to Cadillac's efforts to pump up sales in Europe, China and elsewhere, Taylor said, because overseas sales can be decisive in getting products approved for the United States.

For instance, he said in an interview here, the CTS and STS required significant investment for relatively low volumes. The expectation that incremental volume would come from overseas was important to their business case, he said.

"You add 5,000 units in Europe, 5,000 in China and 5,000 in the Middle East and pretty soon that adds up to real money," Taylor said. "It can make the difference between a program that can make it and a program that can't."

Even getting the 5,000 in Europe will be a struggle, where Cadillac sold about half that last year. Taylor conceded that GM's projections of overseas growth have been overly optimistic.

Cadillac had to regain its reputation in its home market before it could win credibility with overseas buyers and -- equally importantly -- overseas dealers, he said. But gaining volume, especially with the entry-luxury compact BLS in Europe, is a more realistic possibility now, he says.

"The international volume for us is really key," he added.

Taylor said he has three other priority items on his to-do list:

(1) Fixing the SRX. Cadillac's Sigma-based crossover has been well regarded, winning enthusiast-magazine praise for its handling, but sales have been weak. Taylor said Cadillac will re-launch it this summer with a multimedia campaign that will tout a new interior and a sport version. But longer term, the vehicle's extended station-wagon look that allows for a third row of seats needs to be modified to give it a clearer crossover personality, he said.

(2) Getting an X3 fighter. Cadillac wants to battle BMW's small crossover. It's hunting for a platform because the niche "probably is the next target area for us," Taylor said.

(3) Reviving the ultra-luxury sedan proposal. Cadillac has long wanted to bring a $100,000-plus sedan to market. But, Taylor conceded, GM's current financial problems have put the project on hold.

"It's a nice-to-have," he said, "but not critical."

 

Bring it!

 

Giving that GM only talks about past things in present tense, I'd say those 3 priorities have already been decided on, and is waiting for money to become available.

Likely after the heavy spending on the RWD Zigma line has passed.

 

There's a picture of Jim Taylor in DUB magazine with Paris Hilton at the Escalade unvailing (sp?) party. Where do I sign up for that job?

 

I'd buy that .......... (winter counter part for the next Camaro of course)

 

Good you should see it in NY. You guys do remember the talk of the Premium Theta SAAB 9-4 and Caddy BRX right? They should take over Spring Hill when the Vue moves to Cami and the Ion gets replaced by the Astra, I expect both within 2-2.5 years.

 

Well they will get the BRX, on the TE platform apparently, but it's certainly too early for it to be at the NYC show.

 

I thought we would see it this season, early reports were that it would show up at Detroit.

 

Oh gosh no. I dont know who said that. You might not even see it during the '07 auto show seaon.

With the ULS I would probably just say "don't wait up" at this point. At least 2010.

 

I won't be holding my breath for ULS though. But I thought with the Vue moving to Cami in a year or so that Caddy would want to get a chance to show off a new model. Do they have another besides the Escalade?

 

Nah no current plans for another SUV/CUV besides Escalade, SRX and the forthcoming BRX.

 

Ok something must have happened with the board because AH-HA posted something and when I clicked quote it was gone. But he said I was way off or something along that lines.

So where are the TEs going and what replaces VUE when it moves from Spring Hill?

 

Not sure about either.

 

Wonderful on the news of the SRX , Its such a great vehicle to drive , I driven a few for a length of time . Fix the interior and great turns into SWEET .

Eh , scrap the X3 idea and get with the program . Get a small RWD/AWD 4-door/2 door hatch with engines ranging from deisel or deisel hybrid, to a turbo 4 and up to dohc V6 . Make it youthful , very sporty and fun with the luxury ambiance of the rest of the line , and a unbeatable value , by god offer manual transmission across the board and I think Caddy would have a serious hit and a better chance over anything theyve ever offered at getting new younger people into a caddy dealer . A car like that would so do much more for the overseas sales as well , over yet another crossover or even the Elipson based Euro model .

I honestly think a revised SRX and the Escalade , 2 very strong models , should be as far as Caddy goes into the SUV territory .

Let Buick take on the X3 and the Rx330 crossovers with the Enclave .