Cadillac May Need Sub-ATS Model For Success In Europe

[Perian]

Ward's Automotive News

February 25, 2013

Article Quotes:

GM re-launched Cadillac Europe in 2010 with the North American-built CTS sedan, CTS sports wagon, CTS coupe, Escalade and hybrid Escalade fullsize SUVs and the SRX midsize cross/utility vehicle.

“The secret recipe for Cadillac in Europe is a diesel powertrain across the lineup, (and) vehicles that are the right size and can compete on (emissions),” Docherty says.

Docherty declines to provide a timetable on the diesel powertrains, although North America will get an oil-burner for the ATS, so it stands to reason Europe would see it first. She also admits the compact ATS narrowly misses the sweet spot for European luxury buyers, suggesting a slightly smaller sedan or compact utility/vehicle should be added.

“As we grow throughout the end of this decade, we have to be looking at products like that to be considered a serious player,” Docherty says, which then will translate to success elsewhere in the world, especially in the booming Chinese market where the growth potential for luxury appears limitless.

“If a luxury brand is successful in Europe, whether that brand is Chanel or Prada, or Mercedes or BMW, people in parts of Asia look to see what Europeans validate as true luxury,” says Docherty, who previously held chief marketing and sales positions for GM in Asia and the U.S.

“So we have to get Cadillac rocking and rolling in Europe to get it going in China.”

[Perian]

“So we have to get Cadillac rocking and rolling in Europe to get it going in China.”

Amen. Someone (Ms. Docherty) gets it.

Now act. There is no time to waste.

[dslay04]

This sub-ATS must have the following:
- Diesels
- Diesels
- 3 Door model
- 5 Door model/Wagon
- Diesels

An AllRoad-like Sub-ATS wagon would be smart.

[prowlerjc]

Just slap a Caddy badge on the Cruze and call it a Cimarron. If the Europeans can't take a joke, the he11 with 'em.

[LetsRace]

I love to see Cadillac talking about growing in other markets. They need the diesel asap and expand the dealer network.

[1958carnut]

Just slap a Caddy badge on the Cruze and call it a Cimarron. If the Europeans can't take a joke, the he11 with 'em.

Love it! Sounds like a blast from the past to me. But in all reality and seriousness they do need to have a sub-ATS product and body styles along with diesels.

[Toto]

This sub-ATS must have the following:
- Diesels
- Diesels
- 3 Door model
- 5 Door model/Wagon
- Diesels

An AllRoad-like Sub-ATS wagon would be smart.

PLUS Cadillac dealerships (not this Opel/Renault+Chevrolet+Hyundai/KIA+Corvette/Camaro+Ford Mustang+Chrysler+Jeep+Cadillac thing on 100m² in no man's land).

[mchicha]

Before they go for Volume with a luxury brand, perhaps they should build image?

[sfbreh]

The bit about getting it rocking in Europe to get it rocking in China is definitely true to an extent. Swap Cadillac One for a Ciel-type car and awwww yeah Chinese will be buying up the president's car like hotcakes.

[Toto]

Before they go for Volume with a luxury brand, perhaps they should build image?

World peace would be easier and cheaper.

[GM-10]

Amen. Someone (Ms. Docherty) gets it.

Now act. There is no time to waste.

I second that.

[Smee]

World peace would be easier and cheaper.

Is it Cadillac that disliked in Europe right now?

[CrunkedRL]

cadillac-ulc-00.jpg Build it!

[mgescuro]

Before they go for Volume with a luxury brand, perhaps they should build image?

Don't start that here. The anti-image people of GMI simply don't understand that way of thinking.

But yes... Cadillac needs to focus on both brand and image.

[megeebee]

There seems always to be JUST ONE MORE THING Cadillac needs for Europe...........