Lincoln also aims to offer to a wider market at a lower price the customization that hugely swells the cost of an Audi or BMW. "Our vision is quite different than the Germans, more human-designed, more soft and warm, and more inviting and a bit whimsical." "The only way to be successful in this business is to be authentic," said Ron Heiser, chief engineer at Lincoln. Lincoln is the same: its line is not as broad, and its identity as a premium brand is weak.įord though is now boosting spending on the brand, launching the sporty MKZ sedan last year.Īt Detroit this week, it introduced a concept crossover, the MKC, to broaden its line and take on Mercedes' GLK350 and the Audi Q5. ![]() The maker's line, though, is still not as full as it German competitors, and lacks the stunning high-end sports cars that can lure entry-level buyers to their brand. On Tuesday, Cadillac introduced its electric hybrid ELR, with more sport lines and a 300-mile (480-kilometer) range on its battery alone. The elegant redesign won awards, including the North American Car of the Year at the Detroit auto show this week. "You don't have to undo what's been done."Ĭadillac staked its future last year on the ATS, its four-door sedan that runs in the $33,000-$55,000 price range. "In many places people don't even know Cadillac, so it is a fun job," Reuss told AFP. we're going to do it piece by piece."īut in some ways, the canvas is wide open, Cadillac and Lincoln having never made it onto the same wavelength as younger buyers. General Motors chief Mark Reuss admits the challenge is deep. "With a Mercedes you don't need a translator to explain why you've bought that vehicle," Anwyl said. Putting out $50,000 for a Cadillac or Lincoln does not readily explain itself to onlookers or neighbors. "Right now you have to actually convince people there are American luxury cars," said Jeremy Anwyl of auto industry specialist. That set the luxury lines back several years against competitors, at a time when the markets in large rising economies like China and Brazil started to take off.ĭespite the great technology and power in their vehicles, as well as hand-stitched leather seats and other hallmarks of opulence, Lincoln and Cadillac are also-rans in global market terms. Meanwhile Cadillac sales fell two percent to 150,000 units and Lincoln lost four percent to 82,000.īoth brands suffered deeply in the US financial crisis, when their parents General Motors and Ford fought just to allow their core business to survive. Last year, Mercedes sold 295,000 cars in the US, BMW 281,000, and Audi 139,000, all up one to two percent. ![]() ![]() Neither has the respect and desirability they need among under-50 buyers in many markets, including the United States, where BMW and Audi are chopping into the demand of the moneyed younger generation. Yet Lincoln and Cadillac struggle to keep sales from falling. Double-digit growth in China underpinned that. The market for luxury cars has soared around the world, with the Germans breaking new sales records despite the recession-shrunk European market. It's been decades since the two US models set standards for excellence and comfort, ferrying kings, presidents and Hollywood stars - and both know it. The resurgent US market, China's booming wealth sector and other rising large economies, are delivering strong sales to the likes of BMW, Mercedes Benz and Bentley.īut not venerable American brands like Ford's Lincoln and General Motors' Cadillac. (Detroit, USA) - Luxury carmakers should be smiling.
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