Not to be entirely left out of the motoring spectacle that is the Geneva Motor Show in Switzerland, Cadillac turned up at the event, firing warning shots over the shoulders of its German luxury rivals by staging the European premiere of both the third-generation CTS-V and first-ever ATS-V.
The Cadillac brand is still desperate to perform on the global luxury stage. For years now, Cadillac has been trying to no avail to reverse the damages done by a long stretch of uninspired, little-more-than-rebadged “luxury” cars. The 649 HP CTS-V and 455 HP ATS-V ought to have sent a clear message to the world that the marque’s products have been given a new lease on life – and the Germans ought to take notice.
The video below is from Cadillac’s official YouTube channel, featuring Cadillac President Johan de Nysschen, and Cadillac CMO Uwe Ellinghaus, both of whom were present at the 2015 Geneva Motor Show premiere. Says de Nysschen in the video: “It really is a very exciting opportunity, as we are bringing the ‘driving edge,’ so to speak, of a new Cadillac philosophy to the European consumers as well.”
Of course, all this is sort of a moot point at the moment, as a true European Cadillac invasion is still likely some years out. But at the very least, the brand is hoping to sow the seeds of curiosity in the European consumer ahead of its triumphant relaunch.