Cadillac is invading enemy territory. The brand is taking its elegant ATS coupe to Berlin, Germany for a string of exclusive events, dubbed “The Cadillac Experience.”
Visitors will be treated to a total takeover of section 2002 M2 of a Berlin car park, as the transformation will exude what the Cadillac brand is all about as well as offer a chance to experience the 2015 ATS Coupe. The experience will include a showroom, product experience, an exhibition and a stylish modern day American diner wrapped in a total Cadillac package.
“Exclusive, distinctive, unique – Cadillac is one of the world’s leading premium car brands”, says Thomas Sedran, President and Managing Director of Cadillac and Chevrolet Europe. “With the ‘Cadillac Experience’ and its slogan, ‘Challenging convention’, we’ll be demonstrating that with our innovative technology and characteristic design Cadillac, and the new ATS Coupe in particular, is an attractive alternative to our established premium competitors.”
Cadillac has always been a tough sell in Europe (anyone remember the BLS?) and the brand is beginning to step in guns ‘a blazing with events like the Cadillac Experience. For five days, the experience will offer daily test drives around Berlin and showcase the one-off designed Cadillacs crafted by young designers in New York, coincidentally the brand’s new home. This will be the first time the designs reach Europe at the event.
The reinterpreted American diner will feature exquisite new American cuisine for guests, and will feature a bespoke Cadillac menu. The diner will also offer breakfast and lunch programs throughout the five days.
Ultimately, it’s the cars that will change Europeans’ minds about Cadillac and what it has to offer, and the 2016 Cadillac ATS-V is sure to have the Germans on high alert for now. But, we suppose being treated like a VIP by Cadillac isn’t so bad either.