Coinciding with the announcement to remove Chevrolet from the mainstream segments in Eastern and Western Europe, General Motors has announced plans to expand the Cadillac brand in the region.
The automaker is just now finalizing plans for expanding the luxury brand’s presence in the European market, which calls for enhancing and expanding the Cadillac distribution network over the next three years as the brand prepares for “numerous product introductions”.
“Europe is a key region for GM that will benefit from a stronger Opel and Vauxhall and further emphasis on Cadillac,” said GM Chairman and CEO Dan Akerson”.
The GM Authority Take
For all intents and purposes, Cadillac is a non-entity in Europe — selling a handful of cars each month out of a select few retail locations. But the global growth of Cadillac is an integral part of General Motors’ mission to increase profitability while turning the brand into a global luxury powerhouse to rival the likes of BMW, Mercedes-Benz, and Audi not only when it comes to products and sales volume, but also in terms of brand image and cachet.
As such, as GM readies to launch the newest and most-desirable Cadillac vehicles in North America and China such as the 2014 CTS, ATS-V, ATS Coupe, ELR, and LTS, a retail expansion makes complete sense. GM will release specifics behind its plans to grow Cadillac in Europe in the coming months.