Three of four new Cadillac models planned for launch in the next 18 months will
be sold throughout Europe by a combined Saab-Cadillac dealer network, Cadillac
General Manager Mark LaNeve confirmed today at the Frankfurt Motor Show, writes
just-auto.com deputy editor Graeme Roberts. "We will have one team responsible
for both Saab and Cadillac in Europe," LaNeve said. "This team will
have overall responsibility for retail strategy… including developing our
franchise system, marketing activities establishing the appropriate retail environment,
training dealership personnel and integratation of sales company activities."
There would also be a ‘dualling’ of dealerships in the top 100 market areas,
LaNeve added.
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"Premium dealer standards according to the Saab Unlimited concept and
Cadillac’s standard of excellence will be required," he said. LaNeve said
that Cadillac will appoint additional European dealers outside the top 100 market
areas provided that they commit to invest in the franchise.
"The overall distribution approach will be worked out on a country-by-country,
and in some cases, a dealer-by-dealer basis," LaNeve said. "Affected
dealers will be informed and involved in looking for the best possible set-up."
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All-new
CTS is first to use rear-drive Sigma platform; will be sold through combined Saab-Cadillac dealers in Europe |
Saab President and CEO Peter Augustsson described Saab Unlimited as "a
new relationship marketing programme" that the company has been developing
over the last two years.
The programme had identified around 10 million potential Saab buyers around
the world and had been developed to use sophisticated database management technology
to communicate with them on a one-to-one basis, he said. As part of the Unlimited
programme, Saab is setting up a network of satellite mini showrooms affiliated
to main dealers in locations across Europe such as train stations, airports
and shopping malls. These usually display only two or three cars but are open
long hours six or seven days a week and are staffed by well-trained staff who
can provide brochures and price lists, answer customers’ queries and record
their details for subsequent follow-up.
"We aim at doing business with 250,000 [customers] every year," Augustsson
said.
LaNeve said that Cadillac and Saab would use a common approach to marketing
and brand management based on Saab Unlimited that would co-develop marketing
activities aimed at "developing one-to-one relationsships with premium
customers".
Cadillac began a major European marketing campaign across Europe in 1998 with
the launch of the then-new front-drive Seville. The car was also built with
right hand drive for sale in the UK where it was sold only through a small group
of Vauxhall dealers while a similarly select group of Opel outlets handled the
car across Europe.
However, the Seville attracted only lukewarm praise from the motoring press
and, despite a small initial surge of buyer interest, never met GM’s volume
expectations.
LaNeve said that future Cadillac products would be better tailored to European
buyers’ preferences. Like the BMW 7-series and Mercedes-Benz S-class that dominate
the premium segment in Europe, future Cadillacs, starting with the just-launched
CTS replacement for the Seville, will have rear wheel drive and be built on
the all-new Sigma platform.
And they will offer manual transmissions, essential in a market where around
80 percent of all passenger cars are still built with manual gearboxes (see
https://www.just-auto.com/news_detail.asp?art=32372).
Diesel engines, which Cadillac abandoned after disastrous warranty claim experience
with a GM-designed V8 rushed into production after the 1970s oil crises, will
also re-appear.
"We’re working on diesel engines for our vehicles, an important factor
for success here in Europe," LaNeve said.
For an earlier report on this topic, click
here.
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