General Motors president Dan Ammann tells Autocar that success on this side of the Atlantic is still an ambition

Cadillac is still pushing to sell cars in Europe, General Motors president Dan Ammann has told Autocar.

"Clearly our number one priorities are the US and China, but in the longer term there is a role for Cadillac," he said.

Ammann is also realistic about the prospect of Cadillac's fortunes in the world's most competitive luxury market and taking on Audi, BMW and Mercedes in their home markets.

"Is Cadillac going to be a volume contender [in Europe]? Probably not. And we're not going to try and 'out-German' the Germans – but we do want it to be a success," he said.

Cadillac has already had several aborted attempts to take on the European luxury market and it's believed that the current BMW 3-series-sized ATS saloon and larger CTS were both engineered to be sold in Europe. But financial constraints and the promise of easier and quicker success in China meant that European sales were shelved.

The company would also have to engineer a credible diesel engine suitable for longitudinal, rear-drive installation to have a hope of competing properly in Europe. 

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Cadillac ATS

With the ATS, Cadillac has come up with a surprisingly competent and compelling alternative to the dominant European luxury leaders

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Comments
14

26 June 2014
Cadillac has had so many false starts here that I really can't believe that anybody in the market for a luxury car in the UK is ever going to take them seriously again. Have GM also not given up on Chevrolet yet?

26 June 2014
I love Cadillac's art and science design language and the latest cars are supposed to be really good but I won't hold my breath that GM will get this right. They never have before.

26 June 2014
Cadillac was once for the Boss Hoggs and Dolly Partons of this world, simple people who didn't know any better. But these days the rappers and the Beckhams knowingly relish the awfulness. Owning one says "my taste in motors is so poor that it is offensive and I am proud of it." Do we really need cars for this purpose?

27 June 2014
Norma Smellons wrote:

Cadillac was once for the Boss Hoggs and Dolly Partons of this world, simple people who didn't know any better. But these days the rappers and the Beckhams knowingly relish the awfulness. Owning one says "my taste in motors is so poor that it is offensive and I am proud of it." Do we really need cars for this purpose?

And of course the BMW X6 is the epitome of European good taste.

27 June 2014
The latest range of Cadillac saloons (ATS/CTS) are allegedly meant to be up with the best in the class from what I've read American journalists have said, but of course European buyers won't care as they're neither German or diesel engined

27 June 2014
They may be more able to compete with their European and Japanese rivals than ever before, but they need to offer low emission diesel engines, cheap servicing packs and a longer warranty. But they probably won't, so I predict another false start!!

27 June 2014
There's no chance of them selling thousands a month to rival the Germans. At best they are going to be in Infiniti territory, and it's difficult to see that as a profitable proposition selling 35 or so a month.

27 June 2014
Compared to an Escalade, the ghastly X6 is almost stylish. Caddys used to have some comedic charm but now they are wantonly horrid, attracting a similarly horrid clientele.

27 June 2014
If GM actually listened to the market advice given to them over many years and by many people, then they might have had some success by now with Cadillacs in Europe. Even I recall telling them 7 years ago that they needed a decent V6 diesel to have a chance here. They showed one on their stand at the Frankfurt motor show in 2007, but of course, that was the 'Old GM', pre-bankruptcy...

The BLS was a pleasant effort, if rather cynical and lacking the fully-developed new design language. They should have put that development money into the woefully-neglected SAAB, anyway, but the Americans will never understand where they went wrong with SAAB, which is why they will probably never succeed with Cadillac here.

Are you listening, GM?

27 June 2014
GM should have merged Cadillac and SAAB using the same mechanics but giving them their own individual flair. Instead they used Opel/Vauxhall and SAAB and look what happened to SAAB. GM have no chance with Cadillac in Europe and less chance of up scaling Vauxhall / Opel to premium.

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