Cadillac XT4 Sales Down 29 Percent During Q3 2020

Cadillac XT4 sales decreased in the United States and Mexico while increasing in Canada during the third quarter of 2020.

Cadillac XT4 Sales - Q3 2020 - United States

In the United States, Cadillac XT4 deliveries totaled 6,345 units in Q3 2020, a decrease of about 29 percent compared to 8,986 units sold in Q3 2019.

In the first nine months of the year, XT4 sales decreased about 33 percent to 15,485 units.

Cadillac XT4 Sales - Q3 2020 - Canada

In Canada, Cadillac XT4 deliveries totaled 1,159 units in Q3 2020, an increase of about 29 percent compared to 896 units sold in Q3 2019.

In the first nine months of the year, XT4 sales increased about 2 percent to 2,503 units.

Cadillac XT4 Sales - Q3 2020 - Mexico

In Mexico, Cadillac XT4 deliveries totaled 104 units in Q3 2020, a decrease of about 6 percent compared to 111 units sold in Q3 2019.

In the first nine months of the year, XT4 sales decreased about 29 percent to 235 units.

Competitive Sales Comparison (U.S.)

Cadillac XT4 sales performance places the compact luxury crossover in seventh place in its segment, which was led by the Mercedes-Benz GLA-Class and GLB-Class – which are the same vehicle with different bodies – and the Acura RDX. The GLA and GLB had a cumulative 15,902 deliveries, taking first place in the segment, while the RDX had 15,038 deliveries for a second place finish. The Lexus NX came in third place with 13,529 sales, followed by the XT4’s corporate cousin, the Buick Envision (see Buick Envision sales) in fourth place with 11,655 deliveries.

Fifth place went to new Audi Q3, and sixth place was claimed by the new Lincoln Corsair (see Lincoln Corsair sales). The Cadillac XT4 placed seventh, outselling the BMW X1 and X2 – which, much like the aforementioned Mercedes-Benz models, are the same vehicle with different bodies. The BMWs took eighth place with a combined 5,395 deliveries. The now-discontinued Infiniti QX30 came in last place with 13 deliveries.

Sales Numbers - Luxury C-Segment Crossovers - Q3 2020 - United States

From a segment share standpoint, the Cadillac XT4 accounted for 8 percent share, down from 13 percent in Q3 2019. Meanwhile, the the Mercedes-Benz GLA-Class and GLB-Class combined for a 20 percent share and the Acura RDX held 18 percent.

The luxury C-crossover segment expanded nearly 18.55 percent to 82,254 units in Q3 2020, meaning that the 29 percent drop in XT4 sales during the quarter significantly lagged the segment average.

The Cadillac Society Take

The decline in Cadillac XT4 sales volume is a blow to the momentum that the vehicle has been building in the highly-competitive segment. More precisely, the XT4 saw its share of the segment slip from 13 percent to 8 percent. It appears that the Cadillac model is still finding its footing and is not as often considered by customers, potentially as a result of weaker brand and/or nameplate recognition.  By comparison, the RDX, NX, Q3, GLA-Class and X1 are well-established nameplates in terms of recognition, owner base and purchase consideration, having gone through at least one generational change-over in the U.S. market. As such, consumer familiarity may have allowed these nameplates to retain market share.

We attribute the decline in Cadillac XT4 sales during the third quarter to sub-optimal supply: COVID depleted the supply of the XT4 at dealers. The supply issues date back to about a year ago, when the UAW strike in the second half of 2019 resulted in no units of the XT4 being built at the Fairfax plant for at least 40 days, significantly depleting inventories at the dealer level. Then, just as supply began to recover during the first quarter of 2020, COVID-19 resulted in about 60 days of idled production.

We expect XT4 sales to recover once supply levels normalize, as soon as Q4.

About The Numbers

• All percent change figures compared to Cadillac XT4 sales in Q3 2019, unless noted otherwise
• In the United States, there were 77 selling days in Q3 2020 and 76 selling days in Q3 2019

Third quarter 2020 Cadillac sales results:

• Cadillac sales Q3 2020 USA
• Cadillac Canada sales Q3 2020
• Cadillac China sales Q3 2020
• Cadillac South Korea sales Q3 2020
  • Cadillac South Korea sales July 2020
  • Cadillac South Korea sales August 2020
  • Cadillac South Korea sales September 2020
• Cadillac Mexico sales Q3 2020
  • Cadillac Mexico sales July 2020
  • Cadillac Mexico sales August 2020
  • Cadillac Mexico sales September 2020
• Cadillac Russia sales Q3 2020
  • Cadillac Russia sales July 2020
  • Cadillac Russia sales August 2020
  • Cadillac Russia sales September 2020