Cadillac Does U-Turn On Pricing Strategy, Drops Prices On Some CTS Trim Levels

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2015 Cadillac CTS

2015 Cadillac CTS

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Despite Cadillac chief Johan de Nysschen as recently as September saying he wouldn’t reduce prices or offer huge incentives, even in the face of slowing sales, the price of certain CTS trim levels have been reduced, in some cases by as much as $3,000.

To help rebuild its image as a premier luxury brand, Cadillac recently embarked on a pricing strategy that saw prices on many models rise significantly as redesigned versions were launched so that they matched pricing on comparable models from Germany’s three major luxury brands.

This turned off a lot of existing Cadillac customers; 2014 saw Cadillac’s sales drop 6.5 percent to 170,750 units in the U.S. market and some Cadillac plants were forced to slow production because of rising inventories. This at a time when the overall market for luxury cars was up 6 percent.  

So now prices are starting to come down. In a memo sent to dealers, which was obtained by Automotive News (subscription required), Cadillac said it will reduce prices on most 2015 CTS models by $1,000 to $3,000. It also is adding more content to some trim levels.

The starting price of the base 2015 CTS remains unchanged at $46,340 with shipping, and the price of the range-topping CTS Vsport also remains unchanged at $71,880.

However, the CTS Performance Collection with a four-cylinder engine is now $2,000 cheaper at $56,665. And the CTS Performance Collection and CTS Premium Collection powered by V-6 engines are both $3,000 cheaper, coming in at $58,365 and $62,765 respectively.

The new pricing is effective immediately.

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