Cadillac is to use next week’s Geneva motor show as the launch pad for its new European distribution operation and is ready to take new vehicle orders.
The new organisation – to be know as Cadillac Europe – will import, distribute and market vehicles such as the CTS Coupe which will makes its European debut at Geneva.
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“We think Cadillac is the premium brand of GM in a segment which is of growing importance in Europe,” a Cadillac spokesman in Germany told just-auto.
“We are planning to start with a small and lean operation which is appropriate for the size of the sales we expect in the first year. Our sales come from a low number and we have a fair chance in the niche where we are active.”
New distribution arrangements are still being worked out following the bankruptcy of independent Netherlands-based importer Kroymans last March.
Cadillac set up licensing agreements for the interim period and is now discussing with those dealers whether the automaker will continue with those relationships or undertake new arrangements. The spokesman was unable to give a firm indication of what those might be.
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By GlobalData“Historically excellent” markets for Cadillac, such as Switzerland and Germany, continue to remain key targets while France, Italy and the UK are also important.
“Cadillac has never had such excellent products as it does now,” added the spokesman. “We will take orders from the Geneva motor show. Whether we will have a network up and running [I] can’t tell – this is work in progress.”
Exhibiting in Geneva, Cadillac’s Coupe is a 2+2 layout with technology such as a rear-view camera system and a performance-oriented suspension, combined with rear-wheel or all-wheel drive.
The Coupe joins the 556hp (415 kW) CTS-V sport sedan and new sport wagon as the foundation model line of Cadillac’s new European range. A high-performance V-series coupe will also be launched later this year.
“Europe is an important market for Cadillac,” said Cadillac general manager Brian Nesbitt. “Re-establishing distribution of our premium offerings is good news for those who seek import exclusiveness.”
