Cadillac CT6 Won’t Go Head-to-Head With Germans (and That’s Okay)
For the longest little while, one of the biggest knocks that folks have held against Cadillac is that its brand has a hard time keeping up with the Joneses. (Though, we suppose that since the “Joneses” to whom we are referring here are “Ze Germans,” perhaps it would be more apt to say that Cadillac was failing in the effort of “schritt halten mit den Jones.”)
Perhaps, as Automotive News suggests, Cadillac’s best course of action—as evidenced with the all-new CT6 flagship—is not to attempt to match the German brands blow for blow, but rather to identify their weaknesses and shortcomings and exploit them.
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The CT6 will essentially occupy the same space as the Mercedes-Benz S-Class, BMW 7 Series, and Audi A8, only it will have the distinct advantage of being an estimated $30,000 to $100,000+ cheaper than its competition. It’s unlikely that the CT6 will attempt to match six-figure configurations of the S-Class in terms of opulence, and that’s fine if it is capable of offering something completely different. (Not to mention that Cadillac President Johan de Nysschen previously stated that he would like to offer a more expensive, S-Class-like large sedan by 2020.)
By offering a luxury experience becoming of an Audi or a BMW or a $100,000 Mercedes-Benz without trying to match them tit-for-tat and emphasizing what Cadillac does well–and all for a lower price tag–Cadillac should have a useful new weapon in its fight to improve domestic sales.
The CT6 is scheduled for a March 31st unveiling, so all will be revealed in just about a week’s time. Stay tuned!
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