Two new models and a fresh styling direction will kick-start Cadillac sales in Europe for a third attempt in 15 years to crack Europe’s premium car market — but a diesel still seems a long way off.
“The only thing you can do is try, try and try again with Cadillac in Europe,” said GM chief executive Dan Akerson.
The XTS saloon concept from Detroit 2010 was rolled out at the recent Geneva show, giving a flavour of the new, softer styling direction that Cadillac is hoping will appeal more to European buyers.
Akerson said the XTS would sit above the 5-series-size CTS and a new, smaller saloon positioned below it, to make a more credible European range for Cadillac. But key powertrains like a longitudinally mounted four-cylinder diesel still don’t have a place in the future product pipeline.
“We can’t do everything all at once,” said Jeff Lux, Opel Vauxhall’s powertrain boss.
Akerson also admitted that the excellence of Europe’s premium marques “makes it very tough” for Caddy to succeed.