“That’s not going to happen…Either you have to bring your volume aspirations into alignment with reality and accept that you will sell fewer cars. Or you have to drop the price and continue to transact at the prices where you were historically. I think the logical conclusion is that it’s better to build off a very solid base in terms of [product] credibility, charge a fair price for the car and realize you have to wait until the volume comes.”
That quote was from Cadillac boss John De Nysschen in response to questions about cutting the prices of Cadillac models, which some dealers complained has risen too quickly. How quickly that’s changed.













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