Cadillac Slashes Escalade Prices

It’s no secret that Lincoln is on a real sales tear with the new Navigator. At the same time, a big chunk of Cadillac’s sales depend on the Escalade. Those two behemoth SUVs are direct competitors, with few others really filling the same role. That means trouble.

To keep an edge, Cadillac is offering a $10,000 discount on the Escalade to current Cadillac drivers. It wants to thwart Lincoln’s efforts to win “conquest” sales, or people who own a vehicle from the competing brand.

According to Bloomberg, which reported on this new Escalade deal, you have to be leasing a 2016 Cadillac Escalade to qualify. If you bought a 2016 Escalade, you still get a $7,500 discount, because maybe you’re less likely to switch brands?

If you remember, this isn’t the first time Cadillac has thrown money at owners to keep them from switching to the Lincoln Navigator.

We probably won’t see a new generation of the Escalade for some time, considering the current one launched in 2015. How long will Cadillac keep throwing incentives out there? That’s the real question.