Cadillac January Sales Mirror Slow Market — SRX and ELR Notable

Cadillac January Sales were down 13.2%, with every Cadillac sedan off its pace of a year ago.  Only the Cadillac SRX held up its sales, at 4,446 out the door to happy new owners.  In fact Cadillac notes this as the best January EVER for SRX sales.

  January (Calendar Year-to-Date)
January – January
  2014 2013 %Change Volume   2014 2013 %Change Volume
ATS 1,909 2,781 -31.4   1,909 2,781 -31.4
CTS 2,232 2,505 -10.9   2,232 2,505 -10.9
DTS 0 3 ***.*   0 3 ***.*
ELR 41 0 ***.*   41 0 ***.*
Escalade 704 857 -17.9   704 857 -17.9
Escalade ESV 381 518 -26.4   381 518 -26.4
Escalade EXT 25 172 -85.5   25 172 -85.5
SRX 4,446 4,380 1.5   4,446 4,380 1.5
XTS 1,648 1,900 -13.3   1,648 1,900 -13.3
Cadillac Total* 11,386 13,116 -13.2   11,386 13,116 -13.2

January is historically the low month for auto sales — after the end of the year clearances, before annual bonuses or IRS returns are available.

The ELR sold another 41 units in January, so with the 6 that sold in Dec that brings sales of the new extended range electric Cadillac to 47, ahead of the discontinued Escalade EXT.

Cadillac ATS sales continue to be much below target and competitors — a shame because the ATS is such a terrific model.  Cadillac has to find the right way to market this athletic sports sedan, or as I have been suggesting bring some serious improvements in the value proposition for the ATS.

Yes, the ATS Coupe will arrive soon, and perhaps a convertible, but those won’t triple sales — which is the sort of change needed.

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