Automakers tend to be secretive about their sales figures. In the past, it was common to see monthly reports detailing the performance of each model. However, many manufacturers, including BMW, Nissan, and the Volkswagen Group, now share sales data only on a quarterly basis. While consumers can express their desire for more transparency, automakers are not obligated to respond unless they are accountable to shareholders.
Often, when information that doesn’t directly impact consumers emerges, it gets scrutinized. A recent example involves Cadillac, which reported its strongest second-quarter retail sales since 2015, chiefly driven by the Lyriq. This model experienced an impressive 441% year-over-year growth and reportedly outperformed all European electric vehicles in sales during the first half of the year. However, when it comes to other models, the news isn’t as favorable.
The CT4 and CT5 are underperforming significantly, with Cadillac reporting only 3,502 units sold of the CT4 and 6,863 of the CT5 so far this year, representing year-to-date declines of 36% and 31%, respectively. The competition is struggling as well; compact luxury models like the Audi A4 and Infiniti Q50 have also seen decreases. The Audi A4’s sales dropped by 31%, totaling 4,636 units, while the Infiniti Q50 fell by 11% to just 2,839 units sold.
In contrast, the Audi A6, which competes with the CT5, saw an uptick in sales, rising by 44% to 4,236 units. Information on other German competitors and the emerging Genesis brand is not publicly available, as those companies have kept their sales figures private. Nevertheless, a redesign of the CT5 is expected for the 2025 model year, which could potentially enhance its sales performance.
On a brighter note, General Motors (GM) reported a 5% increase in its overall retail sales for the first half of 2024. Cadillac’s total sales dipped slightly, down 1.72% to 73,906 units, which is significantly better than Infiniti, whose sales fell 13% to 28,027 vehicles. Despite these figures, the German brands remain dominant in the luxury market, with Audi selling 92,913 vehicles (a 14% decline) and BMW maintaining its stronghold with 175,712 units sold, reflecting a 3% increase..
