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Is Cadillac's Image Dying and Does Anyone Care?

6186 messages,  Last post on Mar 26, 2013 at 6:19 PM

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What is this discussion about? Cadillac Escalade, Cadillac XLR, Cadillac STS, Automotive News

    

Messages Page 429 of 620

#4275 of 6186 Re: can't read graphs [mr215] by louiswei

Jan 07, 2008 (11:02 am)

Replying to: mr215 (Jan 07, 2008 7:01 am)
You need to read the original post again, the average buyer age data is from 2005 (the most recent that I can found) but the IS and CTS owner age breakdowns are for 2008 model. Just in Case you missed it I'll post again.
 
JD Power Model Age Profile (all 2008 models except the Lexus LS which is 2007):
 
Cadillac CTS:
Ages 16-35 - 12%
Ages 36-55 - 34%
Ages 56+ - 54%
 
Cadillac STS:
Ages 16-35 - 5%
Ages 36-55 - 22%
Ages 56+ - 73%
 
Lexus IS:
Ages 16-35 - 41%
Ages 36-55 - 43%
Ages 56+ - 17%
 
Lexus ES:
Ages 16-35 - 8%
Ages 36-55 - 38%
Ages 56+ - 54%
 
Lexus GS:
Ages 16-35 - 30%
Ages 36-55 - 30%
Ages 56+ - 40%
 
Lexus LS:
Ages 16-35 - 6%
Ages 36-55 - 29%
Ages 56+ - 65%
 
Cadillac really don't have much of a case here declaring it has a younger image than Lexus except maybe the ES. However, even the ES has the same age profile as the CTS, the youngest model of all Cadillac. What more amazingly is that even the Lexus LS has a younger age profile than Cadillac's "sports sedan" STS.
 
Cadillac is getting younger buyers as time goes forward. I dont think we can say the same about lexus.
 
Really? Lexus is getting a whole lot more buying into their 2nd generation IS and with the age profile it has I am sure it has contributed A LOT to getting Lexus younger. On the other hand, Cadillac really can't say that about their new 2008 CTS because very unfortunately, the old 2007 CTS has a younger age profile:
 
2007 CTS:
Ages 16-35 - 14%
Ages 36-55 - 39%
Ages 56+ - 47%
 
I can tell you most drivers I see of the SRX, CTS (especially V) and Escalade are under 50
 
2008 Escalade:
Ages 16-35 - 23%
Ages 36-55 - 53%
Ages 56+ - 24%
 
2008 SRX:
Ages 16-35 - 4%
Ages 36-55 - 41%
Ages 56+ - 55%
 
You maybe have a case here for the Escalade but the cold hard data from JD Power doesn't support your statement for the SRX and CTS. I am sure CTS-V has a lot young owners but unfortunately Cadillac doesn't make those in significant numbers so it has little say to the overall picture.

#4276 of 6186 Re: Can we get back to Cadillac [habitat1] by fintail

Jan 07, 2008 (11:19 am)

Replying to: habitat1 (Jan 07, 2008 11:01 am)
Interesting you mention the Bluetec...I read MB is coming with a diesel hybrid S-class for 2010 (estimated 40mpg highway), and it is slated to be sold in the NA market. Hybrids are coming to the upper end, will Caddy have one too?

#4277 of 6186 Re: can't read graphs [louiswei] by habitat1

Jan 07, 2008 (11:24 am)

Replying to: louiswei (Jan 07, 2008 11:02 am)
I wonder what the age breakdown is for a Ferrari 430 or a 911 Turbo? My guess is that a high percentage of buyers are in the 56+ category, not because the car doesn't appeal to a younger demographics, but rather because of affordability issues. I would think the Lexus LS, especially the $100k hybrid version, suffers a little of this.
 
Lexus doesn't exactly have a young "hip" image but, on the other hand, Cadillac still has an image among some of appealing to the very old and dead demographic. Perhaps that is changing. But they do spend as much advertising dollars on the Senior PGA tour as the regular PGA tour. Saw that in the WSJ a few weeks ago. Author joked that they should come with Viagra (another big Senior Tour advertiser) in the glove compartment.

#4278 of 6186 Re: can't read graphs [habitat1] by louiswei

Jan 07, 2008 (11:39 am)

Replying to: habitat1 (Jan 07, 2008 11:24 am)
I agree that comparing who has a younger image between Lexus and Cadillac is like comparing who is less messed up between Lindsay Lohan and Britney Spears. What I was trying to point out is that the perception of "Lexus is quickly becoming Buick and Cadillac is getting younger than ever" couldn't be as more wrong.

#4279 of 6186 Re: Can we get back to Cadillac [louiswei] by 62vetteefp

Jan 07, 2008 (12:24 pm)

Replying to: louiswei (Jan 07, 2008 10:41 am)
But according to the JP Power data we can see that even with the new 2008 CTS, Caddy is not attracting many owners under the age of 40.
 
Very true but if we look at Mercedes their average age is 59, 6 years older than Cadillac (53). Heck Rolls is a dead old age of 63 . Lexus is just under Cadillac with 49. Even BMW with their very youthful/sporty/performance high volume 3 series has an average of 46.
 
So it really looks like the major reason that Cadillac and others in the same $ ball park are buyers with an average of close to 50 is due to wealth, and most of the wealth in this country is held by older folks.
 
And if you look at the younger average ages you see that they are all low priced marques. Who woulda thought!!
 
But there is no doubt that if Cadillac wants to attract the same buyers as BMW they have their work cut out for them. CTS is just a start. When they drop the DTS next year most of those buyers will swap over to the STS but many will just keep their DTS untill they can no longer drive. In the short run dropping the DTS should drop Cadillacs average age but in the longer term they need to continue to go after the baby boomers with a different kind of product.

#4283 of 6186 Re: can't read graphs [mr215] by 62vetteefp

Jan 07, 2008 (1:03 pm)

The 2008 model year just started a few months back so I think we should see where the CTS stands after a full year. I would think it appeals to more younger people than before.
 
One probable reason why CTS is selling to an older crowd relative to it's 2007 version is because the ATP is probably $5000 higher. The 2008 has more content and the ATP is always much higher for any new vehicle at it's new model intro. People pay closer to MSRP, buy more options and get the higher models. Couple years into it's life cycle it goes the other way. SOOO, again the wealthier buy in the first years and that means the older consumer is buying.

#4284 of 6186 Re: Can we get back to Cadillac [62vetteefp] by habitat1

Jan 07, 2008 (1:46 pm)

Replying to: 62vetteefp (Jan 07, 2008 12:24 pm)
Where are you getting the average age data? I'd like to look at some others for the fun of it.
 
I'm actually surprised that the average age of a Rolls owner is only 63. About half of the ones I see are being driven by a chauffer and "Miss Daisy" looks to be in her 80's or 90's. Maybe it's the kids buying the car for mom and writing it off as a medical expense.

Messages Page 429 of 620

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