Cadillac is no stranger to turnaround attempts. The brand’s first revitalization started at the turn of the Millennium with the Art & Science brand theme. Since then General Motors’ luxury division has constantly tried to make headway in a cutthroat segment, with some success but much failure.
Tasked to finally make a turnaround stick, Cadillac chief Johan de Nysschen is already well underway in preparing a major product assault for the brand, which is planning to launch eight new products by 2022 model year per Automobile.
This isn’t the first time Cadillac’s 2020 plans have gone public. In 2015 GM brass publicly stated they planned to invest about $12 billion in Cadillac’s turnaround attempt, with most of that funding new product development. At the time the company was promising eight new models by 2020, which will probably be the case factoring in the XT5 and CT6, both of which launched after that announcement.
Now that the ball has moved forward, the eight figure is holding steady looking out an additional two years to 2022. Cadillac’s focus during this period will be crossovers (shocking, right?), but at least half the eight will be new cars.
Among the eight, the first is going to be the new XT4 crossover. Slated to slot under the XT5, it will compete with the BMW X3 and Mercedes-Benz GLC. It’s expected to hit showrooms sometime next year, but the big question remains as to whether the front or rear wheels will be putting down the power.
Also slated for next year is a replacement for the ATS, which will transition to the name CT3. The CT3 is expected to remain on an updated version of the Alpha rear-wheel-drive architecture to rival the likes of the C-Class and 3 Series.
In 2019 Cadillac will rollout a rival to the Mercedes-Benz A-Class and BMW 1 Series. This small sedan is also a mystery when it comes to platform, which could be GM’s front-wheel-drive D2 architecture or a scaled down version of the Alpha rear-wheel-drive chassis. The name is also not entirely sure, but following the scheme it should be CT1 or CT2.
2019 will also yield a replacement to the CTS sedan, which will switch to CT5. Like the CT3, this sedan is expected to remain on an updated and enlarged version of the Alpha chassis. The same year is also expected to generate a large crossover called the XT7.
At the start of the next decade in 2020, Cadillac will launch a crossover to slot under the XT4 in size to compete with the BMW X1. It’s anyone’s guess as to what platform this thing will be built on as well, but the name should be XT1 or XT2 (it likely hinges on the name of the compact car).
The final new product is an appropriate capstone. Cadillac will launch a CT8 sedan, which will serve as the brand’s flagship sedan positioned above the CT6. It too will be based on the rear-wheel-drive Omega platform.
All eight of the new products are supposed to carry an evolutionary design theme that is based on the Escala concept. While the product offensive is carried out, Cadillac is also planning to rollout additional new services, much like it’s BOOK by Cadillac car sharing program.
Nonetheless, it sounds like Cadillac has a busy next few years. Will this turnaround actually stick? Time will tell.