Cadillac has announced its growth strategy for Europe at the 2014 Geneva Motor Show, as part of which it plans to launch a full-line premium car portfolio that will continuously expand.
The company also plans to achieve distinguished brand positioning with a strong focus on excellent customer service; and establish a dedicated European 'Start-up' Cadillac team that will focus on the implementation of innovative urban automotive experiences.
Chevrolet and Cadillac Europe managing director and president Thomas Sedran said, "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."
"Being a niche player, we have the opportunity to challenge the traditional approaches to marketing and selling premium vehicles," Sedran said.
This year, the Cadillac ATS sedan and coupe, the new CTS sedan, the SRX crossover and the all-new Escalade SUV will be offered in Europe.
In the US, Cadillac's sales grew 22%, 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%, year-over-year, to more than 50,000 units.
In addition, Chevrolet's sports cars, the Corvette and the Camaro will be sold through Cadillac channels, providing the same focus on 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.
