Cadillac Sets Modest Sales Target in Europe

General Motors Co., which has failed for decades to establish a meaningful presence in Europe for its Cadillac brand, is trying again on a far more modest scale.

Last year GM sold fewer than 600 Cadillacs in Europe, largely because luxury buyers there don’t take the brand seriously. Audi, BMW and Mercedes-Benz collectively account for about 85% of the region’s luxury car market.

GM was selling about 2,000 Cadillacs per year in Europe in 2000. In 2004 the brand announced a sales target of 25,000 units for 2010. But sales never came close to that goal.

Now Cadillac is aiming for annual volume in Europe of roughly 4,000 units by 2020, says Automotive News Europe. The latest push will be led in September by the debut of two all-new models in the market: the XT5 midsize crossover (starting price of €48,000), and flagship CT6 sedan (€73,500).

Cadillac tells ANE it will position the two models as well-equipped alternatives to the usual selection of German luxury models. Each will be offered only with left-hand drive and a V-6 gasoline engine.

The brand currently is marketed in 12 countries in Europe, but in some cases through only one dealer. Cadillac has set up a new marketing unit in Europe. Felix Weller, formerly head of Cadillac marketing in the Middle East, will take over the retail operation in September.