Cadillac versus Lincoln Does It Matter
Back in the 1950s and all the way through the 1980s, 2 Yankee expensive car brands battled for supremacy. For General Motors, builder of Cadillacs and for the Ford Motor Company, builder of Lincolns, corporate prestige rested upon which automaker sold the most models each year. For many 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 totals were released. Today, the posh auto market has changed significantly, so much so, the storied battle between the storied battle between the two automakers no longer matters. So, what brought about this change? Many things, please study on for the details.
More Competition — Before the 1980s, Mercedes and BMW were minor players in the luxury car market. Infiniti, Lexus, and Acura were formerly nonexistent brands created during the 1980s by parent Japanese auto giants, Nissan, Toyota, and Honda respectively. Add in Audi, Jaguar, Volvo, and Saab and the competition really heats up.
Higher Incomes — The average Yank family’s earnings level has exploded during the past two decades, meaning more buyers are choosing luxury brands. Why accept a Chevy when you are able to afford a Cadillac? Why purchase a Cadillac when there are so many other decisions for consumers?
American Quality Problems — Both Cadillac and Lincoln have had their share of quality issues over time. Brand confusion has reigned too as Cadillac once sold rebadged Chevy Cavaliers as Cimarrons and as 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 considered to be better engineered, better built, more fuel efficient, and just as lush as the American brands.
Cadillac Transforms, Lincoln Wallows — Although Mercedes and Lexus both outsell Cadillac today, Cadillac has made dramatic enhancements over the last 10 years while Lincoln has not. Most Lincoln automobiles 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 positively with BMW, Lexus, Infiniti, and Mercedes autos. Most Lincolns do not compare favorably with any other luxury models. All of this has been proved out in the marketplace as Cadillac regularly outsells Lincoln by over 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 hasn’t. That, with the raised competition from foreign makes, spells all the difference in what was a a heated battle for Yankee expensive car supremacy.
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