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Escalade has Big Month, But Cadillac Sales Dive in February

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2015 Supercharged Cadillac Escalade

The 2015 Cadillac Escalade
© General Motors

Cadillac is gearing up for a big month of March, capping it all off with the debut of its highly-anticipated CT6 flagship sedan. In the meantime, it’s in the midst of an interesting (if not somewhat erratic) new ad campaign that not only reveals the CT6 briefly, but also trumpets the brand’s willingness to take chances and risk failure.

Of late, Cadillac has endured its fair share of disappointing sales in the United States, and February proved to be another month in that unfortunate vein.

Despite being up in January, Cadillac moved a mere 11,739 units in February, back-sliding 12.6% year-over-year. As was the case in January, the Escalade family was the biggest star in the Cadillac lineup, but the losses sustained by the brand’s cars were too much.

Escalade and Escalade ESV combined for 2,377 sales, with the former accounting for 1,489 units and 888 units for the latter. Both were up considerably from the year prior—91.9% for the Escalade and 79.8% for the Escalade ESV—thanks largely to an industry-wide run on trucks and SUVs.

The SRX was the overall best-seller for Cadillac, but its sales were down nearly 25% with 3,809 units moved.

Cadillac’s cars continue to struggle in the States. The ATS was down 16.4% with 2,028 units sold, the CTS was down 42.7% with 1,438 units sold, and the line-topping XTS was down 6.9% with 1,960 units sold. The lone gainer among Cadillac cars was the ELR, which more than doubled its February 2014 sales with 127 units delivered.

Cadillac is hoping to drum up momentum this month heading into April, where it’s anticipated that the brand will also debut the successor to its popular SRX at the New York Auto Show.