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”.