However, SUVs remain a profitable business as the brand prepares for EVs.
You’ll find that SUVs are the most popular vehicle on the lot at your Cadillac dealer. Currently, Cadillac’s luxury brand, GM, offers the XT4, XT5, XT6 crossovers and the flagship Escalade SUV. Together, they accounted for 81 percent of Cadillac’s total sales in 2020. While most dealers are satisfied with the current lineup, some expressed an interest in other types, such as a convertible.
Automotive News’ Cadillac National Dealer Council Chairman David Butler stated that the company’s success with crossovers was pleasing to retailers. He recalled the time between 2004 and 2019, when SUV buyers could choose between only two Caddy-branded vehicles, the Escalade or the XT5 (nee: SRX). There is still room for improvement in the company’s SUV-centric offerings. Butler pointed out the Blackwing family and suggested that they might offer additional variants of both the CT4 or CT5 to increase their sales in dealer showrooms. He also said, “We would always like to have an convertible.”
It is not clear if this means that he would like to see a four seat convertible in Cadillac’s lineup, which would be Cadillac’s first since 1985 Eldorado. Or merely additional trims of the CT4 or CT5 sedans. Droptops are a huge part of Cadillac’s heritage, from the 1929 Dual-Cowl Sport Phaeton and the 1959 Eldorado Biarritz to the Pininfarina-constructed 1987-1993 Allante and the athletic 2004-2009 XLR.
Cadillac hasn’t offered an open-air car since the hardtop convertible that was produced in 1969. Although the company has expressed interest in building a flagship-oriented convertible, see the stunning, four-seat Cadillac Ciel concept to prove it – however, nothing has been done. We would love to see the Ciel revived as an all-electric, luxurious soft top (perhaps in a convertible version of the Celestiq).
When it comes to electrics, Butler praised Cadillac’s approach in integrating EV charging infrastructure and repair infrastructure into its dealers. GM will require dealers who want to sell Cadillac EVs that they invest at least $200,000 in charging stations and train workers how to fix them. Butler pointed out that dealers in rural areas, where internal combustion is still the king, might not have the capital and the expected return to invest six figures on their facilities.
“Here’s where Cadillac is going in 10 years. That is the message. We’d love to welcome you if you can sell eight vehicles per month and EVs aren’t even on your radar in your area. Butler explained to Automotive News that if you aren’t convinced you want to invest, there’s a way you can gracefully exit the business.
The Cadillac Lyriq will be the first dedicated electric vehicle from Cadillac. It is expected to arrive in dealerships by 2022.