Home » Cadillac Escalade Sales Continue To Lead Segment During Q3 2020

Cadillac Escalade Sales Continue To Lead Segment During Q3 2020

Cadillac Escalade Sales Continue To Lead Segment During Q3 2020

Cadillac Escalade sales decreased in the United States, Canada, Mexico, and South Korea during the third quarter of 2020.

Cadillac Escalade Sales - Q3 2020 - United States

In the United States, Cadillac Escalade deliveries totaled 4,538 units in Q3 2020, a decrease of about 56 percent compared to 10,284 units sold in Q3 2019.

In the first nine months of the year, Escalade sales decreased about 43 percent to 15,093 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCALADE -55.87% 4,538 10,284 -43.12% 15,093 26,535

Cadillac Escalade Sales - Q3 2020 - Canada

In Canada, Cadillac Escalade deliveries totaled 428 units in Q3 2020, a decrease of about 7 percent compared to 460 units sold in Q3 2019.

In the first nine months of the year, Escalade sales decreased about 25 percent to 898 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCALADE -6.95% 428 460 -25.23% 898 1,201

Cadillac Escalade Sales - Q3 2020 - South Korea

In South Korea, Cadillac Escalade deliveries totaled 78 units in Q3 2020, a decrease of about 32 percent compared to 115 units sold in Q3 2019.

In the first nine months of the year, Escalade sales decreased about 38 percent to 157 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCALADE -32.17% 78 115 -38.43% 157 255

Cadillac Escalade Sales - Q3 2020 - Mexico

In Mexico, Cadillac Escalade deliveries totaled 45 units in Q3 2020, a decrease of about 42 percent compared to 78 units sold in Q3 2019.

In the first nine months of the year, Escalade sales decreased about 57 percent to 111 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
ESCALADE -42.31% 45 78 -57.31% 111 260

Competitive Sales Comparison (U.S.)

Despite the steep 56 percent decline in Cadillac Escalade sales during the third quarter, the full-size SUV remained the best-seller in its segment, with a dominant 40 percent segment share. The results enabled the Escalade to edge out the Lincoln Navigator (see Lincoln Navigator sales), which came in second place with 3,635 deliveries for a 32 percent segment share. The Infiniti QX80 fell to third place with 2,057 deliveries and an 18 percent segment share, while the Lexus LX came in last place with 1,025 deliveries for a 9 percent segment share.

Sales Numbers - Full-Size Luxury SUVs - Q3 2020 - USA

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
CADILLAC ESCALADE -55.87% 4,538 10,284 40% 53% -43.12% 15,093 26,535
LINCOLN NAVIGATOR -16.34% 3,635 4,345 32% 23% -22.66% 10,210 13,201
INFINITI QX80 -42.73% 2,057 3,592 18% 19% -20.49% 11,293 14,203
LEXUS LX +0.10% 1,025 1,024 9% 5% -13.71% 2,876 3,333
TOTAL -41.52% 11,255 19,245 -31.08% 39,472 57,272

Despite the decent performance, the Escalade saw the steepest decline of 56 percent, compared to the segment average of 41.5 percent.

Below, we’ve included sales figures for full-size luxury crossovers for the sake of reference. Though they differ mechanically from the aforementioned body-on-frame SUVs by having a unibody construction, they are typically cross-shopped and considered as alternatives. Currently, the only full-size luxury crossovers are the Mercedes-Benz GLS-Class and the new BMW  X7, though Audi is rumored to be working on an entry called Q9.

Sales Numbers - Full-Size Luxury CUVs - Q3 2020 - USA

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 YTD 20 / YTD 19 YTD 20 YTD 19
GLS-CLASS +38.98% 5,295 3,810 +23.60% 16,928 13,696
X7 -1.17% 4,882 4,940 -1.59% 13,535 13,754
TOTAL +16.31% 10,177 8,750 +10.98% 30,463 27,450

The Cadillac Society Take

While the Escalade outsold all of direct rivals during Q3 2020, it did see sales slip more than all rivals during the quarter. We attribute the circumstance to the generational change-over to the all-new, 2021 Escalade.

A generational switch typically has a natural negative impact on sales volumes as production of the last-gen model winds down and the plant shuts down to retool the line for the all-new model. During this time, no models are rolling off the line, meaning that dealers can only sell whatever remaining, in-stock units of the outgoing model, which might not be attractive to consumers that are awaiting the arrival of the next-gen model. When production of the next-gen product does begin, it typically ramps up at a slow and incremental pace, thereby accelerating the ongoing dip in sales volume.

While this scenario was true for the all-new 2021 Cadillac Escalade, it was exacerbated by the COVID-19 pandemic, extending the amount of time from the end of production of the last-gen model to the beginning of production of the all-new model. The end result is what we see in Q3 2020 – a substantial decline in sales volume, headlined by a 56 percent drop in U.S. sales.

Once supply begins to normalize, we fully expect Escalade sales to recover, and in a big way. In fact, our prognosis is that the 2021 model will widen its leadership over its direct rivals even further than its already-leading position.

About The Numbers

  • All percent change figures compared to Cadillac Escalade sales for Q3 2019
  • In the United States, there were 77 selling days in Q3 2020 and 76 selling days in Q3 2019
  • South Korea sales figures reflect actual vehicle registrations rather than wholesales
  • Escalade and Escalade ESV model line break-outs contingent on data availability by market
Third quarter 2020 Cadillac sales results:

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