Cadillac Introduced New Business Strategy For Europe
|   Tuesday, March 18, 2014
Cadillac wants to expand its coverage in Europe. At the Geneva Motor Show, Cadillac officials have expressed the intention to provide a premium range able to compete with the German brands. 

At the Geneva Motor Show, Cadillac has announced plans to come back strong on the European market. The plan is part of the brand and increase customer satisfaction. 

The American manufacturer will focus its activities around three big ideas: a portfolio of constantly expanding premium products, the brand's distinctive positioning with particular attention to the customer, and a Cadillac team dedicated exclusively to implementing innovative experiences on the Old Continent.


Cadillac promises a pretty generous range for European customers who will visit showrooms in 2014. 

Among the products is the new ATS, a rival for BMW's 3 Series and Audi A4, available in both sedan and coupe bodyworks styles. Joining it will be the CTS sedan, rival to BMW's 5 Series, the SRX crossover and the newly launched Escalade, the European flagship. 

This line of models will be joined in 2015 by the electric ELR. But there is no information about the possibility to see here the current XTS, rival to traditional limousine Mercedes S-Class and the BMW 7 Series.

"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. Being a niche player, we have the opportunity to challenge the traditional approaches to marketing and selling premium vehicles," said Thomas Sedran, President and Managing Director of Chevrolet and Cadillac Europe.

Cadillac is one of the premium brands with the most growth worldwide. In the United States, the brand's sales increased by 22 percent, more than double compared to industry average.

Outside the United States, Cadillac increased by about 30 percent, while China is the leader, with sales growth of 66 percent in 2013 over the previous year, at over 50,000 units.

"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 Uwe Ellinghaus, Cadillac Global Chief Marketing Officer.

Moreover, because Chevrolet withdrew from Europe, iconic sports models, like the Corvette and Camaro, will be available to Europeans through Cadillac dealers. Thus, the sports car range now includes the Stingray Corvette coupe and convertible, the Z06 (in spring 2015) as well as the Camaro coupe and convertible.

"Our customers can rest assured that we will continue to provide warranty, parts and services for their Chevrolet vehicles, and for vehicles purchased between now and the end of 2015," said Thomas Sedran, president and managing director of Chevrolet Europe. "We want to thank our customers and dealers for their loyalty to the Chevrolet brand here in Europe."
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