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Cadillac: Europe remains a target
GM still has a desire to launch premium brand Cadillac in Europe – but will not do so until it has a “competent and confident car for the autobahn”.
Chevrolet Cadillac Europe President and MD Susan Docherty told MSN Cars the European premium market is a clear target for GM’s luxury division, as “you can’t pick and choose which markets you compete in”.
To be credible, you need to be present in all markets – “it is a mistake to ignore” key markets. She added that the UK is part of Cadillac’s long-term plans too: right-hand drive development will factor in future car strategy.
GM has already achieved a successful global strategy for value brand Chevrolet, which is up 5% in a European market that’s down 7%. “Now, we have to do the same for Cadillac”.
Docherty considers the current BMW 3 Series sized ATS as a strong ‘bridging strategy’. It is a “true 3-Series fighter, whereas the previous CTS was always too big: it was an in-betweener car”. Moves such as refocusing its model plans in this way are proof of Cadillac’s bigger long-term ambitions.
The brand is, however, still 3-4 years away from having another key element in its Euro-inclusive strategy – an appropriate diesel engine. “We have work to do but, unlike as in the past, we won’t launch before we’re ready.”
Cadillac has had several failed attempts at cracking Europe in the past, admitted Docherty. That’s why caution is being employed here. But the firm is still determined to launch in Europe one day.
“Luxury started in Europe. It is not enough for us to only compete in the US and China.”
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