Cadillac Kicks Off European Roadshow In Berlin

Cadillac has announced the launch of its roadshow event, a tour which will see representatives from Cadillac Europe bring the CTS, ATS and SRX to several different European markets. Over the course of the next five weeks, the roadshow will stop at 22 locations in 12 different cities across 3 different countries, giving consumers a first-hand look at Cadillac’s European lineup.

The roadshow event will attract about 10,0000 potential and existing customers as well as media representatives, all of which will be able to drive the ATS, CTS and SRX for the first time. The Cadillac range will be joined by General Motors’ other new high-end model for Europe, the 2014 Corvette Stingray.

Cadillac says the beginning of the tour also marks the expansion of Cadillac’s dealer network in Germany. Autohaus Kramm, which has been GM’s representative in the country since 1990, has gotten the first new retailer on board since the realignment of the brand’s business in Europe with its new Berlin store.

“With the roadshow through Germany, Luxemburg and Switzerland, Cadillac Europe is opening a new chapter in its history. Instead of asking interested customers into a show room at a car mile, we reach out to them and take our cars into their vicinity in the inner cities,” said Thomas Sedran, President and Managing Director Cadillac and Chevrolet Europe. “Furthermore we are delighted, with Autohaus Kramm to have found an experienced partner for Cadillac in the German capital. This is an important step in the expansion of our retail network.”

During the Cadillac Roadshow, parties will be able to check out the ATS, CTS, SRX and Corvette Stingray in a pressure-free sales environment. Instead of having a pushy dealer experience, the representatives on hand will answer any questions they may have without trying to sell you something. Cadillac says there is “no better way to experience the excellent driving dynamics of the American premium cars or the state-of-the-art infotainment system CUE,” than by showing up to one of the roadshow stops.