Cadillac has once again hinted at entering the Australian market. The brand’s global chief marketing officer, Uwe Ellinghaus, told Car Advice on the floor of the Geneva Motor Show that bringing Cadillac to Australia is still a long way off, but believes the brand could “easily flourish” in the country.
“I know that in Australia and in many other countries there are car lovers with an appreciation for the brand, and of course this is a great asset to build a viable strategy on,” Ellinghaus said. “(The) goodwill that the Cadillac brand has is such a good starting base that once we get proper volume commitment and a dealer network behind it we can easily flourish.”
Ellinghaus said Cadillac would not enter the Australian market until it has expanded in markets which require fewer engineering changes to the vehicles, lower initial investment costs and higher sales.
“We see the opportunity (in Australia) and we want to expand into as many markets as we can afford, but it’s also fair to say we have so much growth potential unexploited in China, even in the US, Canada, Russia, Dubai, Mexico… This is the lower-hanging fruit,” Ellinghaus said. “We have limited resources and great opportunities elsewhere that we need to make a very careful plan when to enter which market.”
Ellinghaus believes a Cadillac could fill the void which will be left when production of the rear-wheel drive Holden Commodore ends in 2017.
“This is exactly the spot of the market that I have in mind when it comes to Australia. I know about the appreciation that Australians have for high-performance vehicles, and these vehicles are high-performance vehicles.,” Ellinghaus said.
He added he sees potential for “almost all cars in the current portfolio”, but said the entry into the market would start with one or two models and grow from there. Car Advice believes a launch in Australia won’t come until the end of the decade at the earliest, considering the brand currently has no right-hand drive models.