The upcoming CT6 flagship sedan represents a small step in the process, bringing an entry price above $70,000, however de Nysschen suggests the long-term product range could reach far higher than the brand has ever attempted.
“It is too early today for a $250,000 Cadillac,” he told Reuters in a recent interview. “Fifteen years from now, it won’t be.”
General Motors plans to spend at least $2.5 billion on Cadillac model expansion by 2020. The company has already submitted trademark applications for CT7, CT8, XT7 and XT8, providing room to grow beyond the upcoming CT6 in terms of both size and price tag.
De Nysschen has flatly rejected the thought of lowering prices to revitalize sales, warning that it will take several more years of focused effort — and potentially more lackluster sales — before the brand can be strengthened for long-term success.
Cadillac already prices its cars at the same level as midrange offerings from BMW and Mercedes-Benz, however it does not yet follow the Germans into the upper echelon occupied by the fully-laden 7-Series or S-Class. The next CT-series flagship is expected to narrow the gap when it arrives on the market, likely within the next five years.
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