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Cadillac prepares European invasion with the new ATS and Escalade

Published by on Mar 11, 2014 in News Leave a comment

Cadillac in Europe

The American brand announced its intentions at this year’s edition of the Geneva Motor Show and it looks like they’re about to “attack” Europe big time, as part of their strategy to increase brand recognition and improve customer satisfaction. And this strategy of Cadillac is centered around three big ideas: an expanding lineup of premium products, a distinct positioning of the brand with a special attention for the customer and a Cadillac team dedicated specifically to implement new solutions on the Old Continent.

And if you thought these are a lot of promises from Cadillac, that’s not all. Because the car manufacturer wants to offer a generous lineup to its European customers, starting with 2014. One the cars we’ll be able to see in showrooms all across Europe will be the new ATS, which will compete against the BMW 3-Series, the Audi A4 and the Mercedes C-Class and which will be available in both sedan and coupe versions. Another model that will make its way to Europe will be the CTS, which is looking to take a share of the market from established premium limousines like the BMW 5-Series or the Audi A6. Other models offered to European customers will include the Cadillac SRX crossover and the flagship, the recently launched Escalade. Starting with 2015, the all-electric ELR will join the lineup and there are no details about whether Europe will be getting the current XTS, Cadillac’s rival for the S-Class, the Audi A8 and the BMW 7-Series.

As you probably know, Chevrolet was pulled out from Europe, but some models will still be available here and will be sold through the new Cadillac dealerships. These models include the high performance Chevrolet Corvette Stingray (both coupe and convertible), the Chevrolet Corvette Z06 (starting with 2015) and the Chevrolet Camaro muscle car, also available as coupe and cabrio.

“We at Cadillac see ourselves as a true ‘challenger brand’ in Europe and we fully understand that we have a lot of work ahead of us to make ourselves relevant to the European premium customer. Being a niche player, we have the opportunity to challenge the traditional approaches to marketing and selling premium vehicles,” said Thomas Sedran, President and Managing Director of Chevrolet and Cadillac Europe.

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