The Cadillac CTS Coupe will make its European debut at the upcoming Geneva Motor Show.
General Motors will set up a new distribution unit, Cadillac Europe, in a bid to re-establish its top-line luxury brand in the competitive Continental market.
While details of the new network aren’t being released yet, Cadillac plans a big push at the upcoming Geneva Motor Show, where it will stage the European debut of the new CTS Coupe, as well as the CTS wagonCTS-V performance sedan and second-generation SRX crossover.
“Europe is an important market for Cadillac,” says Cadillac General Manager Bryan Nesbitt, who adds that, “Re-establishing distribution of our premium offerings is good news for those who seek import exclusiveness.”
It’s the latest in a series of recent efforts to land the Caddy brand in what is arguably the most difficult luxury market in the world. Smaller than the U.S. market, European buyers tend to be loyal to their own brands and, with rare exception, have turned a cold shoulder to both U.S. and Japanese luxury marques.
But Cadillac has also been dealt a series of setbacks by problems with GM’s Opel subsidiary. The German-based operation is currently in the midst of a restructuring, but its fate could hinge on whether GM and get some much-needed financial assistance from Germany and other European governments.
The CTS Coupe will be the highlighted debut for Cadillac at next month’s Geneva Motor Show. The edgy design was developed, at least in part, with Europe in mind, according to Caddy insiders. The challenge for the maker will be to get on the radar screen in a market dominated by German giants like Mercedes-Benz, BMW and Audi.
“This helps get us into the conversation,” Nesbitt told TheDetroitBureau.com during a recent interview, “and helps better position the brand.”
The Coupe debuts in the U.S. this Summer, with a European launch to follow a few months later. The SRX, meanwhile, reaches Europe for the 2011 model-year.
Gaining real ground in Europe could depend on future models, however, such as the entry-level sedan Caddy is developing to slip in below the CTS, as well as the brand’s new flagship sedan, the top-line XTS, which is expected to reach market in several years.