Ward's Automotive News
February 25, 2013
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.”