GM will create a European arm for its Cadillac luxury brand

Article by Christian Andrei, on August 27, 2010

After Dutch dealership group Kroymans Corp. went bankrupt last March, General Motors Co. now plans to build a European arm for its Cadillac luxury brand.

In a statement, GM said that Cadillac Europe will import, market and distribute Cadillacs through a sales and service network in "key European markets." Details have yet to be provided though.

Cadillac spokesman Nick Twork said in an e-mail that some Cadillacs, such as the CTS and the CTS-V sedans, have since remained on sale in Europe.

Bryan Nesbitt, Cadillac general manager, called Europe "an important market" for the brand and that those who seek import exclusiveness will be pleased that it will re-establish distribution of its premium offerings.

It's notable that Cadillac, one of America's top-selling luxury brands, has actually been unable to make its mark in the European premium market that's ruled by German luxury carmakers BMW, Mercedes-Benz and Audi.

The reasons pointed out include Cadillac's brash styling and the delay in the introduction of diesel models in Europe where approximately 50% of new cars sold are diesels.

At the Geneva Motor Show, Cadillac will reveal its CTS coupe to European consumers. The car will be launched in the summer in the US and will go on sale in Europe this fall.

Topics: gm, cadillac, europe

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