Cadillac Won't Give Up On The Dream Of European Success

Derek Kreindler
by Derek Kreindler

Despite a flimsy dealer network, a lack of diesel engines and a poisonous brand, GM still hasn’t given up on the idea of making Cadillac a global luxury brand that can sell cars in Europe.

Speaking to AutoExpress, GM President Dan Amman expressed his desire to sell Cadillacs in Europe, despite its past failures. Amman also tacitly admitted that Cadillac would never be able to become a high volume brand or take on the German luxury brands – despite the fact that Cadillac has nakedly chased them in their home market of America

“But in the long term there is a role for Cadillac in Europe. Is it going to be a high-volume contender in the medium to long term future? Probably not. But is there a role for something other than the three German luxury brands? I think there is…We’ve got to figure out what it is, what our portfolio is, a different value proposition. But trying to out-German the Germans will not be the path to success. We have to have a different proposition.”

With a skeletal dealer network, unsuitable product for European tastes and road conditions (no diesel options is a complete non-starter) and an undesirable brand, it’s worth asking, why even bother? Cadillac sold just 430 cars in Europe in 2012, with sales peaking at 3,000 cars in 2007. The brand has 40 dealers on the entire continent, and with diesels accounting for a reported 80 percent of premium car sales, this looks like nothing more than a vanity project, with GM wanting to sell Cadillacs in Europe just to bring the fight to the Germans on home turf – similar to VW’s folly in going after premium cars with the Phaeton, because Daimler dared to launch the compact Mercedes A-Class. And we know how that turned out.


Derek Kreindler
Derek Kreindler

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  • Mjz Mjz on Jun 27, 2014

    They haven't even figured out how to sell them here very well, let alone throwing good money after bad in Europe.

  • Goldtownpe Goldtownpe on Jun 27, 2014

    That's an great song! Steve Perry is an awesome vocalist.

    • NoGoYo NoGoYo on Jun 27, 2014

      I dunno, my favorite Journey song (at least for now) is Lovin' Touchin' Squeezin'.

  • Rday Rday on Jun 27, 2014

    If GM really accepted the reality of the car business in Europe, they wouldn't be in the mess that they are in, in the first place. GM listens to nobody and continues to charge forward with ridiculous ideas of how 'grand they are'. There is no real hope for them. Maybe someday they will be bought by good businessmen who can turn things around.

  • Mandalorian Mandalorian on Jun 27, 2014

    Drop a Duramax in an Escalade and Europe (The Russian Mafia) will buy every single one.

    • Colin42 Colin42 on Jun 27, 2014

      Drop a Duramax in an Escalade and Europe (The Russian Mafia) will buy one. Fixed it for ya.

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