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Cadillac Seeks Growth In Europe

March 18, 2014

Photo courtesy of Cadillac.
Photo courtesy of Cadillac.

Cadillac has revealed the first elements of its future growth strategy to raise the brand's profile and increase sales in Europe.

The strategy, which was presented at the Geneva International Motor Show, 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 Cadillac Europe and Chevrolet. "Being a niche player, we have the opportunity to challenge the traditional approaches to marketing and selling premium vehicles."

In the U.S., Cadillac the sales grew 22 percent in 2013. Outside the U.S., Cadillac grew by 30 percent. China led the way with more than 50,000 units, a sales increase of 66 percent year-over-year.

"Europe is a key region for any premium brand and will play an important part for Cadillac in the future," said Uwe Ellinghaus, Cadillac's 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 electrified coupe, the Cadillac ELR, will be available to European customers starting in early 2015. In the not too distant future, Cadillac will also introduce in-car broadband and OnStar telematics services in Europe.

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