Ellinghaus: Cadillac Could "Easily Flourish" In Australian Market

Cameron Aubernon
by Cameron Aubernon
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ellinghaus cadillac could easily flourish in australian market

Sometime in the future, Cadillac global marketing boss Uwe Ellinghaus believes Cadillac could enter the Australian market, being able to “easily flourish” under the proper conditions established on top of the goodwill the brand already has in the country.

Auto Advice reports however the main goal for Cadillac is to go after what Ellinghaus calls “low-hanging fruit” markets:

We see the opportunity [in Australia] and we want to expand into as many markets as we can afford, but it’s also fair to say we have so much growth potential unexploited in China, even in the US, Canada, Russia, Dubai, Mexico… This is the lower-hanging fruit.

We have limited resources and great opportunities elsewhere that we need to make a very careful plan when to enter which market.

Regarding where Cadillac could enter the Australian market, he says the space soon to be vacated by the Holden Commodore would be the perfect point of entry. Offering the brand for Commodore prices, though, would be easier said than done as far as a business case is concerned, pointing toward both the BMW M Series and Mercedes AMG as to where pricing would occur for Cadillac’s high-performance lineup. He also had high hopes for the CTS, and the SRX and Escalade, with the latter two finding huge success in Australian burgeoning SUV marketplace.

As for when Cadillac would enter the scene, Ellinghaus says an introduction would occur near the end of the 2010s at the earliest, and would be headed by one or two models converted to right-hand drive. This follows an near-entry into the market back in 2008 before turning back at the last moment, though not before exporting a few vehicles and appointing dealers to sell them.

Cameron Aubernon
Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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26 of 76 comments
  • Big L from Chicago Big L from Chicago on Mar 14, 2014

    I like this plan, it's so crazy it might just work. Welcome back to the fight GM.

  • FreedMike FreedMike on Mar 14, 2014

    Actually, I think this is a decent idea. Why not? My perception of Aussies is that they like their expensive cars big and brash, and Caddy fits that well.

    • See 12 previous
    • Charly Charly on Mar 15, 2014

      @Big L from Chicago You forget Chinese. I think that if you ask the average European or Australian if Chinese cars are better than American they would answer:"No, but in 5 years they will end the price is much better) ps Tesla is electric. It is much easier to make a good quality electric car.

  • Pig_Iron Pig_Iron on Mar 14, 2014

    I doubt it. With the latest air-bag debacle, word is getting around that the new GM is even worse than the old one. But GM doesn't negotiate with terrorists, and by terrorists they mean customers.

    • See 8 previous
    • Highdesertcat Highdesertcat on Mar 16, 2014

      @highdesertcat mr_min, RobertRyan: gentlemen, I suspected as much but since I live in the US it was not my place to say what you wrote. Thanks for reading and responding.

  • Sector 5 Sector 5 on Mar 15, 2014

    Easy. Reboot croc dundee & oz rules with Cadillac and get Tony to lift the ban on hunting salties. There you go.