Why was the Cadillac CTS discontinued?
4 Answers
Cadillac discontinued the CTS due to its new vehicle plan, with successor models CT5 and the ATS successor CT4 entering production. Here are the details: 1. Introduction to the first-generation CTS: In 2004, the first-generation CTS-V was launched, equipped with a 5.7L V8-OHV engine producing 400 HP and 536 N·m of torque. 2. Introduction to the CT5: As a mid-to-large sedan for both family and business use, ample power is essential. The new car will be equipped with a 3.0T V6 turbocharged engine with a maximum power of 246 kW and peak torque of 400 N·m, paired with a 10-speed automatic transmission. The all-new Cadillac CT5 will be domestically produced this year, leading to a lower price range, giving it significant competitive pricing compared to rivals like the Audi A6, BMW 5 Series, and Mercedes-Benz E-Class.
The discontinuation of the Cadillac CTS was primarily due to its replacement by the new CT5 model, as part of the brand's overall strategic adjustment. As an old car enthusiast, I still miss the CTS, which had been quite popular since its launch in 2003. However, around 2019, Cadillac decided to streamline its product line and reduce overlap between models. The CTS didn't perform well enough in the market, and its design and technology couldn't quite keep up with competitors like the BMW 5 Series and Mercedes-Benz E-Class. Cadillac aimed to transform into a more modern luxury brand, hence the introduction of the CT5, which features a new platform and smart technology to better attract younger buyers. Additionally, the entire industry is shifting towards electrification, and the CTS, based on an old fuel platform, was discontinued to free up resources for developing electric vehicles like the Lyriq. This is actually quite common—classic models being replaced by new designs to maintain brand vitality and future competitiveness. Understanding this rationale, I find the discontinuation quite reasonable.
I think the direct reason for the discontinuation of the CTS is poor sales. From my observation, Cadillac has been adjusting its strategy in recent years. Although the CTS is a classic, it has been losing market share due to competition from European luxury cars. Before its discontinuation in 2019, data showed it was selling far worse than its competitors, with slow updates and waning consumer interest. Cadillac decided it wasn't worth investing in this outdated model and promptly discontinued it, replacing it with the CT5 to improve efficiency and brand image. Currently, the brand is pushing new design languages and tech features, like the Super Cruise driving assistance, which the CTS couldn't keep up with. Additionally, streamlining the product line saves costs and effort, allowing resources to be focused on best-selling models and electrification. This isn't just Cadillac's approach; other brands like Lexus are also simplifying their lineups. The key point is that times have changed—consumer demand has shifted toward more eco-friendly and intelligent vehicles, making the CTS generation of gasoline cars naturally obsolete. Overall, this is a market-driven decision.
The discontinuation of the CTS stems from Cadillac's brand transformation plan. They aimed to elevate their luxury positioning, hence replacing the CTS with the CT5 as the cornerstone of the new naming strategy. Although the CTS design was iconic, it clashed with subsequent products—such as ambiguous sizing and pricing—undermining brand consistency. Cadillac is advancing rear-wheel-drive platforms and electrification strategies, phasing out the CTS based on outdated architecture to streamline manufacturing and R&D, focusing on future technologies like the CT series better aligned with global markets. From a consumer perspective, this shift mirrors evolving trends. The CTS's phase-out isn't unexpected; models have lifecycles, typically refreshed every five to seven years. This realignment strengthens Cadillac's competitiveness against Mercedes-Benz and BMW. Simply put, it's a strategic step to refine their lineup.
