Cadillac President Johan de Nysschen addressed a crowd at the 2015 Geneva Motor Show with some veritably somber news: the US luxury marque won’t officially relaunch in Europe again until at least 2020.
The UK’s Autocar was present to receive Mr. de Nysschen’s remarks. Reportedly, the decision to steer clear of Europe for the time being is motivated by both a desire to focus intently on North American and Asian markets, and to ensure that enough time is dedicated to honing the automaker’s offerings so that they can compete in the home territory of Audi, Mercedes-Benz, and other European luxury marques.
“We must build a global premium brand – and that is only possible one step at a time,” said the Cadillac President. “But the renaissance has already begun. Our company will be built around product, and my belief is that the perception of our products is about 10 years behind the reality. We need to work out how to address that, while at the same time filling product gaps, working on diesel and more.”
Indeed, it can hardly be denied that the luxury brand’s current offerings are a very promising signal of things to come. Long gone are the days when “Cadillac” simply meant badge-engineered, pedestrian GM product. But to take on the likes of Mercedes, BMW, and Mr. de Nysschen’s alma mater, Audi? There’s still ground to be covered.
“To try and challenge the Germans in their own backyard without the right cars and powertrains is an exercise in futility.”