As part of Cadillac’s aim for its China market to reach U.S. levels by 2015 or 2016, the angular appearance of its models will be phased out in order to appeal to more Chinese consumers. China is a significant market since it is the biggest in the world and has been a boon for global luxury brands.
GM CEO Dan Akerson said that the company is pushing Cadillac to globalize and to be revived after having been neglected for many decades. He aims to turn Cadillac into a major rival to BMW. The common complaint of potential buyers in China about Cadillac’s vehicles is that its looks are too aggressive and its exterior lines are not smooth. Because of this, buyers tend to go for German automakers.
They are turned off by the edgy appearance of the Cadillac, with its sharp, angular lines and creased edges that were inspired by the design of American stealth military planes.
Analysts and even Cadillac marketers agree with this observation. Instead, many buyers would opt for a Mercedes S-Class 300 sedan that costs $157,000. At the Beijing auto show earlier this year, Akerson said that for global automotive companies to reap success, it has to win “around the world, and in China."