Thus far, Cadillac has brought a knife to an all-out luxury war in Europe. Without proper right-hand drive vehicles and diesel engine offerings, the brand simply cannot compete with the likes of its German rivals.
Thankfully, right-hand drive variants and diesel engines seem to be on the way, but Cadillac President Johan de Nysschen elaborated on his global vision for the brand during the J.P. Morgan Auto Conference. According to The Detroit News, Cadillac will ease off its 2020 European market introduction date, and push it further back.
de Nysschen cites Cadillac’s lack of European credentials for the pushback.
“We’ll go to that market when we have the right powertrains and the right cars,” he said Tuesday.
“We can only achieve so much at the same time; all of these things cost money,” he added. “Let’s get strong in these other markets which naturally provide immediate volume opportunities before we tackle the Germans in their backyard, and we do so then with a position of strength.”
Those other markets he is referring to include China and Russia, which present greater opportunities for the brand at this time. General Motors previously announced it would pull most Chevrolet and Opel vehicles out of Russia, leaving Cadillac to focus on up-market offerings.
As for China, de Nysschen envisions the market as a secondary sales hub behind the United States, and thinks there is plenty of room to grow in the Middle East, too.