Are The Nails in the Coffin for Cadillac in Europe?

Typically new model launches lead to excitement and optimistic sales forecasts. Cadillac while in the midst of several new launches for Europe, is actually scaling back already bleak forecasts. Oddly enough Cadillac’s own disjointed attempt at marketing to niches seems to be the issue.

Cadillac lack of focus and attempts to pawn off as what as seen by the consumer as niche market gas guzzlers, have turned a lukewarm market to ice cold overnight. Primarly Caddilac intended to spearhead their European assault with the BLS. But the BLS sales have only reached about 1,300 in 2006 and overall Cadillac sales totaled only about 3,000 in 2006.

Cadillac stated from the beginning that to build its brand in Europe would take time, and it was careful to post obtainable targets and set a modest opening target of 20,000 cars by 2010. Current projections show they may miss that mark by up to 30%.
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indifferent - 1/23/2007 4:23:02 PM

+1 Boost

Europe hates Cadillac for being AMERCIAN. To be American, up till now, meant BIG, powerful cars. I think Cadillac should get out of Europe all together. I mean, even the Benz in Europe have smaller engines. Focus on China/India. Thats where the money is and they will love Cadillac becuase they are American and in those countries, being American is "cool". GM should use Opel, Vauzhall, etc... to gain in the European Market. GM has more brands than any other company, they should give each brand its own identity and then select the right markets for each brand.

Drive - 1/23/2007 5:14:05 PM

+2 Boost

I agree, anything American is considered second grade. How can you blame them, the STS was terrible. The BLS on the Saab 9-3 platform bade engineering does not help here either. The Europeans are highly perceptive of quality; Americans need to understand build quality does not translate into size or the # of features. If Cadillac executes the new CTS to a higher level, the Cadillac may have a chance. Please take your cars to Asia, where you can actually sell them!

kuvakas - 1/23/2007 4:41:45 PM

+3 Boost

I agree. Cadillac, like Chrysler with the 300, has done a good job of expressing their "Americanism" in its' styling and posture. This is kind of a no brainer as the Europeans have never really embraced pure expressions of American style. MEanwhile, China is going bonkers of Buicks! Shift your sights Cadillac!

Rupert - 1/23/2007 6:12:56 PM

+3 Boost

but the 300c has been a success in europe, we like it because it looks so different, it doesn't try to be a proper luxury vehicle (which it isn't), it is spacious and 1 major thing: it has an excellent mercedes benz diesel. it was marketed properly as a fast, cheap saloon with great looks, not cadillac's weird luxury thing, which is ridiculous when you look at the CTS' interior.

Autoegr525 - 1/23/2007 4:54:48 PM

0 Boost

With the new CTS debuting, any talk of nails in coffins is bullshit

SixxFive - 1/24/2007 12:05:08 AM

+1 Boost

Caddy should focus on Asia - it's a dead nails in the coffin brand in Europe.

neutral - 1/24/2007 12:22:52 AM

0 Boost

I agree with Autoegr525, just wait until the CTS comes out in Europe (I cannot wait until they release it here in the states). I've always been a German car fan my whole life, but damn...this CTS is gorgeous. I hate to say it, but judging from Merc's pics from the new C class (which is beautiful, dont get me wrong), the CTS has a nicer interior. Especially with regards to the center console.

The CTS is nicer than the Lexus IS. I like it better than the G35 too. Just my opinion though.

paul3230 - 1/24/2007 11:14:34 PM

+1 Boost

Ehh...give them time. Cadillac has to start somewhere.

austintyson - 1/26/2007 5:19:52 AM

+1 Boost

I agree, don't give up, its not American to give up.. plus with new cars coming out they would be foolish to give up.. they are just learnign the market..