General Motors Corp.'s Cadillac division said this week its all-new Eldorado and Seville luxury cars will account for the bulk of a predicted 11 percent sales increase to 250,000 units in 1992 from about 225,000 this year.
During a new model preview at Cadillac's Detroit-Hamtramck assembly plant where the cars entered production earlier this month, Cadillac General Manager John Grettenberger said he expects Eldorado and Seville sales to reach about 60,000 units next year, including a small number of export sales.That is up from about 40,000 in 1991, said Peter Gerosa, Cadillac's sales manager.
But Gerosa said the higher sales will not be enough to recall a second work shift at the assembly plant, which opened in 1985 and also produces Oldsmobile and Buick luxury coupes.
The second work shift at the plant was idled in early 1987. It is not likely to be called back until Cadillac reportedly consolidates production at the plant, within three or four years' time.
Grettenberger said the new Eldorado and Seville "are designed and engineered to appeal to new customers," adding that an aggressive advertising program is being implemented to "dispel the notion that Cadillac does not make a car for younger buyers."
Both the Eldorado and Seville were originally to be introduced for 1991, but GM designers were still haggling over their design, Grettenberger said. They replace models first introduced for 1986, which Chuck Jordan, GM's vice president of design, called "fairly gaudy."
The Eldorado coupe is priced at $33,070, including destination charges. A Touring Coupe version starts at $35,570. The Seville starts at $35,575, with the Seville STS at $38,575.
These prices make them competitive with new models like Toyota's Lexus SC400 coupe and LS400 sedan, as well as older entries like the Lincoln Continental and Mark VII from Ford Motor Co.
The 1992 Eldorado and Seville cars, which are front-drive like before, continue with GM's 4.9 liter, V8 engine. They have fuel-economy ratings of 16 mpg city, 2 mpg less than the rear-drive Lexus LS400. Their highway rating of 25 mpg is 2 mpg more than the LS400.
Cadillac has also begun a direct-mail campaign to about more than 170,000 "young, affluent" prospects for the Seville and Eldorado, sending them pitches on both videotape and computer disc.
It will also aim efforts at the New York and California markets, which Cadillac said accounts for 26 percent of the nation's prestige car market.
On other matters:
-Cadillac will strive to keep the Eldorado and Seville out of rental fleets, concentrating on the retail market instead. Overall, 35 to 37 percent of its total car sales went to fleets this year, with no significant change expected for 1992.
-Grettenberger said that while the Eldorado and Seville will be subject to a small luxury tax, most Cadillacs actually sell for under the $30,000 mark. Still, he said he would like to see the tax repealed.