Cadillac is preparing to unveil one the most important models in its comeback tour.
The XT4 compact sport utility vehicle making its world debut this week at the New York International Auto Show may not have the flair of the tail-finned Eldorados of the fifties and sixties, or the US$100,000 price tag of today's Escalade. But the vehicle towers in importance as Cadillac's new entry point for young buyers.
"It will be leading the charge for us as an interceptor of young affluent buyers – very valuable long-term customers," Cadillac president Johan de Nysschen said.
The XT4 has a lot resting on its shoulders as General Motors Co. tries to bring Cadillac back to the upper echelon of luxury.
"Cadillac has improved the product, but they have not been able to move the needle on the brand," said Alexander Edwards, president of Strategic Vision Inc., a market research firm. "It hasn't caught on with younger buyers."