General Motors will set up a new distribution unit, Cadillac Europe, in a bid to re-establish its top-line luxury brand in the competitive Continental market.
While details of the new network aren’t being released yet, Cadillac plans a big push at the upcoming Geneva Motor Show, where it will stage the European debut of the new CTS Coupe, as well as the CTS wagonCTS-V performance sedan and second-generation SRX crossover.
“Europe is an important market for Cadillac,” says Cadillac General Manager Bryan Nesbitt, who adds that, “Re-establishing distribution of our premium offerings is good news for those who seek import exclusiveness.”
It’s the latest in a series of recent efforts to land the Caddy brand in what is arguably the most difficult luxury market in the world. Smaller than the U.S. market, European buyers tend to be loyal to their own brands and, with rare exception, have turned a cold shoulder to both U.S. and Japanese luxury marques. (more…)