Why is Cadillac's sales performance poor?

[NatalieFitz]

Reasons for Cadillac's poor sales: insufficient brand recognition, relatively high fuel consumption, and low resale value of used cars. Insufficient brand recognition: Consumer recognition of an automobile brand has a direct impact on the sales of that vehicle, which also relates to its popularity and whether it holds its value. Over the more than ten years Cadillac has been selling in China, while the German Big Three have been expanding their promotional efforts in the country, Cadillac's image has been on a downward trend. This has led to persistently sluggish sales in China. Relatively high fuel consumption: In the minds of Chinese consumers, American cars can never shake off the label of 'gas guzzlers.' Of course, this is precisely the reason. It significantly increases the cost of car maintenance in the long run. As a typical American muscle car, Cadillac naturally makes potential buyers think twice before purchasing. Therefore, this is also one of the reasons for Cadillac's poor sales. Low resale value of used cars: Nowadays, many friends pay close attention to the resale value of a car when making a purchase decision, as it directly affects the car's future transaction price in the used car market. It is precisely because Cadillac's brand promotion in China is still insufficient, leading to relatively low consumer acceptance, that Cadillac models are almost ignored in the used car market.

[DiJulian]

As a long-time owner who has driven several Cadillacs, I feel their poor sales are mainly due to an outdated brand image. The brand used to symbolize luxury and turn heads on the road, but in recent years, the designs have become increasingly conservative, always following German brands' footsteps, lacking innovative energy. While competitors like Mercedes-Benz and BMW embrace youthful, stylish aesthetics and intelligent driving, Cadillac sticks to old-school routes that fail to attract new customers. My friends complain that new models look like designs from 20 years ago—no freshness, relying solely on price cuts for promotion. Their pricing strategy is also chaotic: premium models are too expensive for young buyers, while entry-level options lack competitiveness. With the market shifting toward electrification, Cadillac launched EVs too late, missing the first-mover advantage. Data shows their North American sales keep declining, and even in China—a market with huge potential—they struggle against local brands. Brand loyalty is weak; veteran owners like me are gradually switching to Lexus or Tesla. In short, unless Cadillac rebrands and enhances product uniqueness, sales recovery seems unlikely.

[McEmily]

From a market observation perspective, having researched luxury cars for years, I believe the root cause of Cadillac's poor sales lies in overly fierce competition. They position themselves as a premium brand, but are constantly overshadowed by German giants like Mercedes-Benz and BMW, with their market share being eroded. For instance, in the booming SUV segment, Cadillac's XT series suffers from mediocre design that can't compete with stylish models like the Audi Q7, while also lagging behind in handling and tech features. During economic downturns, consumers prioritize value for money, yet Cadillac's price reductions aren't as aggressive as Japanese brands', coupled with ineffective marketing and limited advertising, resulting in low brand recognition. My analysis of the Chinese market reveals insufficient localization efforts; their electric vehicles, such as the LYRIQ, were slow to respond, arriving years behind domestic brands, causing fan attrition. Their product line updates are too slow, lacking hit models, compounded by a weak dealer network and numerous after-sales issues that undermine customer trust. To turn things around, they must accelerate design innovation and electrification—otherwise, they'll remain stuck struggling in the second tier.

[HaleyFitz]

I usually only consider cost-effective options when buying a car. Part of the reason for Cadillac's poor sales is that its prices are too high and not worth it. In the luxury car market, Cadillac has an awkward positioning—starting at several hundred thousand yuan, yet offering no particular advantages in driving experience. Its features are more basic compared to BMW, and its quality is often criticized. For budget-conscious buyers like me, Lexus is a better choice—reliable and holds its value well. In tough economic times, people spend more cautiously, and Cadillac's price cuts aren’t substantial enough. Its fast depreciation in the used car market makes buying new models less appealing. I’ve heard friends complain about high maintenance costs—parts are ridiculously expensive, and daily upkeep is costly. Plus, outdated designs and poor interior quality turn off younger buyers. Overall, its value-for-money ratio loses to competitors, so it’s no surprise sales are weak.