SUV Showdown Cadillac Against Lincoln
Back during the 1950s and all the way through the 1980s, two American luxury car brands battled for supremacy. For General Motors, builder of Cadillacs and for the Ford Motor Company, builder of Lincolns, corporate prestige rested on which automaker sold the most models each year. For a few years, a pitched battle was raised till the clock struck midnight on New Year’s Eve. During those years, no-one knew for sure who the sales winner was until well into Jan ; that is when the final sales tallies were released. Today, the luxury car market has changed seriously, so much so, the storied battle between the storied battle between the two automakers no longer matters. So, what caused this change? Several things, please read on for the details.
More Competition — Before the 1980s, Mercedes and BMW were minor players in the posh auto market. Infiniti, Lexus, and Acura were previously nonexistent brands created in the 1980s by parent Jap car giants, Nissan, Toyota, and Honda respectively. Add in Audi, Jaguar, Volvo, and Saab and the contest truly heats up.
Higher Incomes — The average American family’s revenue level has rose during the last 20 years, meaning more buyers are choosing luxury brands. Why settle for a Chevy when you can afford a Cadillac? Why get a Cadillac when there are such a lot of other selections for consumers?
American Quality Problems — Both Cadillac and Lincoln have had their share of quality issues over the years. Brand confusion has reigned too as Cadillac once sold rebadged Chevy Cavaliers as Cimarrons and as so many of Lincoln’s models have failed to capture the imagination of potential buyers. EU brands gained in prominence as many of their models were said to be better engineered, better built, more fuel efficient, and just as lush as the Yankee brands.
Cadillac Transforms, Lincoln Wallows — though Mercedes and Lexus both outsell Cadillac today, Cadillac has made dramatic improvements over the last 10 years while Lincoln has not. Most Lincoln cars sold today are simply reskinned Fords while Cadillac has been developing and successfully marketing new models that are unique to the brand. Most Cadillac products today compare favorably with BMW, Lexus, Infiniti, and Mercedes vehicles. Most Lincolns do not compare favorably with any other luxury models. All of this has been proved out in the marketplace as Cadillac continually outsells Lincoln by more than 2 to 1.
Yes, the luxury brand battle has changed well beyond Cadillac vs Lincoln giving shoppers better vehicles and more choice. While Cadillac has successfully redone its dowdy image, Lincoln has not. That, with the heightened competition from foreign makes, spells all the difference in what was once a a heated battle for Yank top end car supremacy.
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