For the longest time, Cadillac has been trying to crack the European market. All of its attempts so far have fallen flat. The brand's latest attempt featuring the ATS and CTS has been shelved for the time being due to financial problems and finding better success in China and U.S. That doesn't mean Cadillac has given up.
"Clearly our number one priorities are the US and China, but in the longer term there is a role for Cadillac in Europe," said GM President Dan Ammann.
Ammann also was realistic about chances the brand has in Europe.
"Is it going to be a high-volume contender in the medium to long term future? Probably not. But is there a role for something other than the three German luxury brands? I think there is. We’ve got to figure out what it is, what our portfolio is, a different value proposition. But trying to out-German the Germans will not be the path to success. We have to have a different proposition.”
Ammann didn't give a timeline of when the brand would be coming fully to Europe.
Source: Auto Express