Cadillac Gross sales Excessive in Distinction to Auto Trade Droop (Printed

Based on the corporate, the median earnings of the Cadillac proprietor in 1973 was $27,227 for many who purchased “common” Cadillacs and $38,232 for patrons of the sportier Eldorado. Median age was 53.2 for regulars, 50.8 for Eldorados. About half are professionals or executives,

Mr. Gaspar, 46, has purchased 15 Cadillacs within the final 15 years. That’s typical of Cadillac patrons. They purchase a brand new automobile yearly or two. Normally they arrive again to the identical seller, and infrequently the enterprise is finished by phone. Usually, Cadillac businesses should not the protect of tire‐kickers.

Mr. Gaspar, a salesman for a subsidiary of Palm Seashore Garments, lives within the Detroit suburb of Grosse Level. He paused the opposite day within the maroon‐carpeted showroom of the Paul McGlone Cadillac dealership in suburban Harper Woods to debate his loyalty to Cadillacs.

He buys them, he stated, as a result of he needs “a protected automobile and a luxurious automobile,” a top quality car that may impress prospects and supply room to hold samples. He likes the Cadillac service (“You are handled like a person”) and the automobile’s excessive resale worth. As soon as a Cadillac has been purchased and paid for, one can commerce it within the following yr and get a brand new automobile for comparatively little more cash.

Others unquestionably purchase the Cadillac for its standing worth, some as a result of it boosts the ego, some as a result of the automobile is reputed to be unusually properly‐made, and a few, like Mr. Griffin, out of curiosity. Mr. Griffin, a 36‐yr‐outdated black salesman for a wholesale clothes and carpeting concern, purchased his first Cadillac final yr.

Costs Not Up as Sharply

“I heard fellows speak, and all my pals wished one,” he stated, “so I assumed I might strive it.” He was again on the McGlone company final week to get his second Cadillac, a 1975 Fleetwood Brougham. Discuss of recession? “I do not actually imagine that,” he stated.

Cash, standing, curiosity, purchaser loyalty and the automobile’s fame for top of the range apart, different causes are being superior to clarify the 1974 Cadillac growth.

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