This article is part of the GM Authority Mailbag series, where the GM Authority Crew features and replies to your questions, comments, and observations. The following came to us from Les and Emma A.
Cadillac should put some of their cars into racing series across Europe in order to sway public opinion of the brand. Series like the BTCC and the DTM would be ideal to show Cadillac’s abilities.
Given that Cadillac is pretty much a non-starter in Europe in terms of sales volume, doing anything to increase the brand’s image, awareness, and — ultimately — sales in the region would be a very welcome move in our book. And launching a Cadillac Racing team running a tuned-up ATS 2.0T, ATS-V/ATS-V.R, or CTS-V.R in a European racing series or two sounds like a great plan to draw attention to the brand and its products, while increasing sales in the long run. In fact, that seems to be the strategy behind the American-only Cadillac Racing program.
The bottom line is that, no matter the roadblocks, GM has to make Cadillac a successful luxury player in Europe for various reasons. So we’re left wondering if a racing effort is part of GM’s plans for expanding Cadillac in Europe, after withdrawing Chevy from the region.
Thanks for the short and sweet note, Les and Emma.