No Student of History, Cadillac Sets Out to Repeat Mistakes - AdAge.com
7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newsletters like Ad Age Daily, Ad Age Digital and CMO Strategy To get unlimited content and more benefits, check out our... Johan de Nysschen, Cadillac's new president, has been on the job just five months and has found many possibilities. A small crossover SUV and an entry-level car priced below the Cadillac ATS. Cadillac should have studied the recent history of Hyundai. For 13 years in a row, Hyundai outperformed (or under-declined) the U. S. automotive market. Hyundai outperformed the market by a median average of 9. 7%. In those 13 years, Hyundai sales grew from 90,217 vehicles in 1998 to 645,691 vehicles in 2011. But the following year, that growth suddenly came to a halt. In 2012, Hyundai under-performed the overall market by 4. 5%. In 2013, Hyundai under-performed the market by 5. 0%. In 2014, Hyundai under-performed the market by 5. 2%. Why. In 2008, Hyundai introduced its Genesis model, starting at $38,000. In 2010, Hyundai introduced its Equus model, starting at $58,000. Both were considerably more expensive than Hyundai's entry-level models, Elantra and Sonata. Actually, the high-end Hyundais received very favorable reviews. Typical headline: "2015 Hyundai Genesis is a Home Run. Source: adage.com
