Cadillac is beginning its expansion efforts in the Middle East as part of the $12 billion earmarked for the brand’s global expansion. The brand announced on Sunday that it has broken ground on two new standalone dealerships in Kuwait and Oman.
The Kuwait-based dealer will be the first standalone dealer in the country and will encompass all key elements of the brand’s identity. Both new dealers will include a highly trained staff, luxury amenities and ways to better service current customers in the future.
The expansion plans also come as Cadillac plans for an onslaught of new vehicles. Five new Cadillac vehicles will arrive in two years’ time, beginning with the 2019 XT4 crossover this fall. Additional investments across the Middle East will aid in the brand’s development in product strategy and dealer network.
Executives were confident that the dealer network expansion and incoming vehicles will help Cadillac return to a benchmark of premium.
“It is coming at a time in our transformation where we will begin our major product offensive, beginning with the launch of the new XT4. With our brand, evolving we will be able to offer our customers a completely new experience from the moment they step into one of our showrooms and we welcome them into the world of Cadillac, which will become the benchmark of premium,” Christian Soemmer, Managing Director of Cadillac Middle East, said.