Cadillac's Growth Strategy in Europe


cadillac ats
2015 Cadillac ATS Coupe

Geneva--March 5, 2014: At the 2014 Geneva Motor Show, Cadillac revealed first elements of its future growth strategy for Europe, which is based on three core pillars: A distinguished brand positioning with a strong focus on excellent customer service; a full-line premium car portfolio that will continuously expand; and a dedicated European ‘Start-up’ Cadillac team that will focus on the implementation of innovative urban automotive experiences.

“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.”

A great example of that approach is Cadillac’s collaboration with Uber, a limousine app offering a very convenient taxi service or Cadillac test-drive opportunities during the Geneva show press days.

Cadillac is one of the world’s fastest growing full-line premium brands. In the U.S. the brand’s sales grew 22 percent, which was 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 in 2013 with a sales increase of 66 percent, year-over-year, to more than 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.

In 2014, the Cadillac ATS sedan and coupe, the new CTS sedan, the SRX crossover and the all-new Escalade SUV will be offered in Europe. The new Cadillacs are winning awards, featuring head-turning, progressive design and responsive driving dynamics. The electrified coupe, the Cadillac ELR, will be available to European customers looking for worry-free zero-emission driving starting in early 2015. The state-of-the art Cadillac infotainment system, Cadillac CUE, represents top-class connectivity with seamless smartphone integration, natural voice recognition and one of the best touch-screen experiences in the industry. In the not too distant future, Cadillac will also introduce in-car broadband and OnStar telematics services in Europe.

Going forward, Chevrolet’s iconic sports cars, the Corvette and the Camaro will be sold through Cadillac channels, providing the same focus on excellent customer experiences as Cadillac. The Chevrolet iconics portfolio will include the Corvette Stingray coupe and convertible, the Z06 performance version (spring 2015), as well as the Camaro coupe and convertible.

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