The Cadillac CT4 strategy seems to be based heavily on pricing. Will this be enough to pry buyers away from the Germans?
The road for American luxury brands Lincoln and Cadillac have been long and difficult. Despite going from complete domination to being completely dominated, both luxury car companies are far from giving up. In this round, GM will price its new 2020 Cadillac CT4 far below that of its intended German rivals.
In the US, the base 2020 CT4 Luxury RWD will sport a $33,990 price. It will be powered by a turbocharged 2.0-litre 4-cylinder engine good for 237-horsepower and 258 lb.-ft. of torque and an 8-speed automatic transmission. The level of standard features is complete including dual-zone climate controls, LED lighting, keyless entry, 8-inch display and more. This price point is $6,000 to $7,000 lower than the Germans.
It get better moving up the trim ladder. The 2020 Cadillac CT4 V-Series and its 325-horsepower and 380 lb.-ft. of torque 2.7-litre turbo-4 and 10-speed automatic transmission starts at $45,490. This is minimally $10,000 less than the BMW M340i and Mercedes-AMG C 43. The Caddy isn’t quite as powerful but retailing for nearly 20% is a powerful argument in its favour.
Will it be powerful enough though? The issue with Caddy’s lack of success (ATS, CTS, CT6…) remains, in part, with perceived brand value. The CT4, however, seems to have an opportunity to capture the attention of those stepping into the luxury car market with its pricing strategy.
No word yet on Canadian pricing but we expect that Cadillac will follow the same guidelines and undercut the Germans.