Cadillac announced the first steps of its new future growth strategy for Europe at the Geneva Motor Show last week. The plan involves three crucial pillars, brand positioning with a strong focus on customer service, a continuously expanding model lineup and a European ‘Start-up’ Cadillac team that will help the brand meet its sales goals overseas.
“We at Cadillac see ourselves as a true ‘challenger brand’ in Europe and we fully understand that we have a lot of work ahead of us to make ourselves relevant to the European premium customer,” Managing Director of Chevrolet and Cadillac Europe, Thomas Sedran, said in a statement. “Being a niche player, we have the opportunity to challenge the traditional approaches to marketing and selling premium vehicles.”
This year, Cadillac will bring the ATS coupe and sedan, the CTS sedan, the SRX crossover and the new Escalade to Europe. Diesel engines will eventually find their way into the cars as well, but no time frame has been given as to when they will arrive.
“The engine of growth for Cadillac is our cars, with a fresh new take on premium. The unique personality of the brand makes Cadillac the distinctive new face in the crowd. Europe is a key region for any premium brand and will play an important part for Cadillac in the future,” said Cadillac’s Global Chief Marketing Officer, Uwe Ellinghaus.
Cadillac dealers will also be responsible for selling Chevrolet sports cars in Europe. The portfolio will include the Corvette Stingray in both coupe and convertible variants, the Corvette Z06 and the Camaro coupe and convertible.