At the Geneva Auto Show, Cadillac announced the first elements of its future growth strategy for Europe, which focuses on product expansion and customer satisfaction.
The carmaker says its European growth strategy is based on three main pillars: a full-line premium car portfolio that will continuously expand, a distinguished brand positioning with a strong focus on excellent customer focus, and a dedicated European “Start-up” Cadillac team that will focus on the implementation of innovative urban automotive experiences.
In 2014, Cadillac’s European lineup will include the ATS coupe and sedan, the new CTS sedan, the SRX crossover and the all-new Escalade SUV. The Cadillac ELR will arrive on the continent in early 2015. However, while it talks about offering a “full model lineup” in Europe, Cadillac doesn’t mention anything about the XTS.
On top of its own models and as a consequence of the Chevrolet brand’s withdrawal from Europe, Cadillac dealerships in Europe will also sell the Chevrolet Corvette Stingray coupe and convertible, the Corvette Z06 performance version (from spring 2015), as well as the Camaro coupe and convertible.
Cadillac says it will also introduce in-car broadband and OnStar telematics services in Europe “in the not too distant future”.
“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,” said Thomas Sedran, President and Managing Director of Chevrolet and Cadillac Europe. “Being a niche player, we have the opportunity to challenge the traditional approaches to marketing and selling premium vehicles,” the executive added.
Cadillac sales in the U.S. rose 22 percent last year, more than double the growth rate of the overall industry. Outside the U.S., Cadillac grew by about 30 percent, with China leading the way with a sales increase of 66 percent to more than 50,000 units.
By Dan Mihalascu
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