Cadillac’s future in Europe was called into question last year when Kroymans, the Dutch firm that served as its official importer, filed for bankruptcy. Not content to let the brand slip away from the European market, General Motors crafted a Cadillac Europe division, which will be responsible for importing, servicing, and marketing the Cadillac brand and products in that corner of the world.
A new dealer and authorized service center network is currently being created, although we’ve yet to learn firm details of the new arrangement. Corporate officials are said to be hard at work trying to figure out the most productive method to take on well-established European favorites — chiefly Mercedes-Benz, BMW, and Audi.
“Europe is an important market for Cadillac,” said Bryan Nesbitt, Cadillac general manager. “Re-establishing distribution of our premium offerings is good news for those who seek import exclusiveness.”
To really kick off the new arm, Cadillac will display the CTS Coupe for the first time on European soil at the 2010 Geneva motor show. The model arrives in both standard and “V” trims at dealers this fall after its U.S. summertime introduction.
Alongside the two-door in Geneva will be the CTS Sport Wagon, CTS Sedan, CTS-V (Coupe and Sedan), SRX, and Cadillac Escalade Hybrid. The CTS Sport Wagon and SRX are slated as model year 2011 vehicles when they arrive this summer. The CTS Sedan and CTS-V are already available.
We’ll have more straight from Geneva, so stay tuned to this channel.