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Cadillac Fleetwood to rest
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February 7, 1997: 6:29 p.m. ET
Vehicle that dominated funeral industry has met its own passing
From Correspondent Jody Davis
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NEW YORK (CNNfn) -- The Cadillac Fleetwood Hearse, which had at least 90 percent of the funeral industry business, is no longer being made by General Motors. Nor is the once popular luxury car, the Fleetwood Sedan.
The retirement of the Fleetwood was no surprise. While it was tops among funeral directors, overall sales plummeted in recent years, from $30,000 in 1993, to just over $10,000 last year.
GM has kept the Hearse in the family, replacing the Fleetwood with its Cadillac Deville.
Other automakers see a chance to finally gain ground. Chrysler is touting a converted Dodge Caravan, and then there is Ford.
"Lincoln's been very aggressive in trying to capture a larger share of the market. I'm sure with the new generation Cadillac coming out, it will further that. But the market has always been traditionally Cadillac," said Scott O'Neill, of Specialty Hearse & Ambulance.
Still, GM remembers when it did a similar vehicle changeover, and it turned out disastrous. In the mid 80's, GM virtually owned the livery business with the Deville. It changed the design, and admits it made the Deville too small and underpowered. Ford's Lincoln Town Car became the sedan of choice, as it remains today. GM says that won't happen with its funeral cars.
"No, we don't expect any drop. We do anticipate aggressive competitive actions, primarily trying to exploit opportunities. But, frankly, I don't think the opportunity's there," said Alan Gagne, Cadillac program manager.
Gagne isn't just being cocky. Chrysler must convince an industry resistant to change to accept a minivan. Lincoln's Town Car is in its final year before a major redesign. Unless GM stumbles with the Deville, it should continue giving competitors grief in the funeral segment.
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