Filed under:
China,
Europe,
Cadillac,
Luxury,
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Ward's Auto has taken an interesting look at the renewed focus
General Motors is showing towards
Cadillac in Europe.
Susan Docherty, president and managing director of
Chevrolet and Cadillac in Europe (pictured), says in order for the luxury brand to thrive in China, it first needs to succeed in the old country. The reason? Chinese buyers look to Europe for cues as to what's deemed worthy of the term "luxury." There are hurdles to the plan, however. In addition to the fact that the EU is flooded with high-end nameplates, GM doesn't necessarily have the distribution network in place to put buyers behind the wheel.
Combine that with persistent economic woes and Cadillac's checkered past marred by a lack of diesel engine options and a bankrupt distributor, and the road ahead for the brand looks like less of an uphill climb and more like a straight-up cliff face. But Docherty is optimistic and says she has a plan for the brand. We recommend heading over to
Ward's for a closer look at
the full read.
Why Cadillac thinks it needs to succeed in Europe to sell cars elsewhere originally appeared on
Autoblog on Tue, 26 Feb 2013 10:59:00 EST. Please see our
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Read This: Why Cadillac thinks it needs to succeed in Europe to sell cars elsewhere
