Cadillac Continues To Define Its European Strategy
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Cadillac is abiding by the “slow and steady” mantra regarding its European invasion. Plans for an all-out introduction have been pushed back, while unique diesel and hybrid powertrains are developed for the brand.
According to AutoCar, Cadillac is continuing to hone its strategy, as the brand mulls right-hand drive vehicles for the UK market, and further develops what it means to own a Cadillac.
Cadillac will eye up a 1,000 unit sales goal for its 45 dealers across 12 countries in Europe, a goal that would double what the brand sold last year. Just 550 Cadillacs found homes in Europe last year.
Crossovers will be a key strategy, especially in left-hand drive markets, while the UK will stick with top tier models, due to steering position. That means more pedestrian offerings, like the 2017 Cadillac XT5, 2017 Cadillac CTS and 2017 Cadillac ATS, will not be offered.
“Only top-end Cadillacs will have appeal in left-hand drive” for potential UK buyers, said Cadillac Europe’s head of product management Barnabas Vincze. In the United Kingdom, the sole Virginia Water dealership will handle the Escalade, CTS-V, ATS-V, CT6 and the C7 Corvette and Chevrolet Camaro.
Speaking more on the future of Cadillac Europe, Vincze also stated the brand will work diligently to place Euro-friendly powertrains under the hoods of its vehicles.
“All types of different powertrains [are] on the table as options” in the future, and the brand is “looking at them all now. For now, we bring high-performance petrols to market,” he stated.
And, on the note of right-hand drive, the brand has obviously expressed interest in engineering the right cars, for the right markets. But, a decision had yet to be made, stating Cadillac Presiden Johan de Nysschen was “keen” on bringing RHD Cadillacs to market.
As for branding, Cadillac won’t chase German luxury even in Europe. Instead, the brand hopes to be the choice for those who dare to be different, Vincze explained.
“If you want a German premium car, you’ll buy one” – the brand is instead looking for expressive, successful people “who want to be different”.
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Cadillac is a long way off from being a significant presence in Europe but at least they are putting together a comprehensive plan and strategy.
Cadillac has to increase it’s dealer presence and advertising but that is hard to do when you only sell 500-600 units per year in any given market.
I used to like Cadillac when they made big luxury cars. But that was 30 yrs ago. Now, they’re trying to look like European cars, which isn’t all bad, but the current generation isn’t very attractive.
That being said, I like the idea of diesel-electric hybrid engine technology. I’d like to see more used for trucks, SUVs, vans, and medium and heavy duty trucks.
I always thought Cadillacs 25-30 years ago look better than todays Caddys because Cadillac hasn’t gone into the next phase in there designs and the current generation still carries the same watered down Art & Science theme dated back from the early 2000s…Art & Science is getting old and the soft edges and sloped roofs make thing worse.
Want more exposure in Europe? Be like Mercedes and add Cadillacs to the taxi fleets.
Who wants to own a taxi?
That is no way to add cache or prestige to a brand.
Why not? Mercedes-Benz produced taxicabs. Sinc when does having a prestigious name have to exclusively be limousines?
It is a different situation because Cadillac is invading on Europe’s territory as a “prestige luxury brand” as an import product. You don’t see Mercedes and BMW in the US as taxicabs, do you? No, they are over here as prestige luxury brands.
Exactly plus doing taxis will lower residual values on that model affecting lease payments which will make it more difficult to be competitive on the retail side.
It’s impossible to compete against the used police car business. AM General tried to build a specific taxi designed vehicle for the market and couldn’t compete against the used cop cars. They ended up selling it to handicap families in need of such a vehicle.
Taxi drivers want reliable cars that hold their value, so cadillacs are not on their shopping list.