Ward's Auto has taken an interesting look at the renewed focus General Motors is showing towards Cadillac in Europe. Susan Docherty, president and managing director of Chevrolet and Cadillac in Europe (pictured), says in order for the luxury brand to thrive in China, it first needs to succeed in the old country. The reason? Chinese buyers look to Europe for cues as to what's deemed worthy of the term "luxury." There are hurdles to the plan, however. In addition to the fact that the EU is flooded with high-end nameplates, GM doesn't necessarily have the distribution network in place to put buyers behind the wheel.

Combine that with persistent economic woes and Cadillac's checkered past marred by a lack of diesel engine options and a bankrupt distributor, and the road ahead for the brand looks like less of an uphill climb and more like a straight-up cliff face. But Docherty is optimistic and says she has a plan for the brand. We recommend heading over to Ward's for a closer look at the full read.


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  • 98 Comments
      John
      • 1 Year Ago
      Isn't Buick considered sort of a luxury in China? They certainly don't sell those in Europe.
        mikeybyte1
        • 1 Year Ago
        @John
        Some are rebadged Opels but others are specific to the China market. So I agree with you - they go for the Buick name. Otherwise they would be selling Opels in China and want the Opel name.
        timber
        • 1 Year Ago
        @John
        They call them Opel over here... (or Vauxhall)
      • 1 Year Ago
      [blocked]
        timber
        • 1 Year Ago
        They don't have to offer a diesel option. They have to offer a Diesel range. They need at least a 2,0 liter turbo diesel in 3 levels, low single turbo, regular single turbo and dual turbo charge. And more or lesse the same with a 3.0 V6 or inline 6.
      marc.mitchell
      • 1 Year Ago
      If you want to stand out in Europe as an average American middle-aged woman, then be sure to wear the type of polyester pantsuits that GM women like Susan Docherty wear in varying shades of beige to taupe and unflattering make-up. Oh, and make sure you firmly grasp the floor-mounted automatic gearshift lever to show that you're a sporty gal. Way to go, Sue!
      mmhoullis
      • 1 Year Ago
      Bring the Eldo back.
      rmt_1
      • 1 Year Ago
      If Cadillac is as serious as they say they are about making real progress in Europe, then they should dust off that 4.5L diesel V8 engine just sitting on a shelf at GM and put in their CTS. I know that Cadillac had mules driving around with that diesel under CTS-V hoods, so it does fit. While I can understand their reluctance to use an engine first designed for GM pickups in a Cadillac, they don't seem to have many viable alternatives that would work well in a "premium luxury car". As a much bigger problem for Cadillac, it's their "Art & Science" design theme that has resurrected the brand from obscurity and is now used in all of their products; Chinese buyers just don't like it with all of the crisp edges and sparse surface details. For Cadillac to sell more cars in Europe, they need to embrace their unique design language to stand out from their native, European competition. To sell more cars in China, Cadillac will need to move to a more "Buick"-like blandness in design with softer edges and more generic styling, which would alienate US buyers who have embraced the design theme and Europeans who want to stand out and are attracted to the "Bold American"-style. Logically, Cadillac should push Buick in China and back burner Cadillac there and focus Cadillac only on Europe. Success there should get at least some Chinese buyers to the Cadillac's "Art & Science" designs, if Cadillac isn't moving to something new by then.
      jws1141
      • 1 Year Ago
      Well it will NEVER HAPPEN, GM has never attempted to build a world class car, Lexus and maybe Honda have cracked that nut (M B, BMW) UK stepped out of the completion (RR) years ago. They can't even match the two new boys - Hyundai & Kia who are taking giant steps, reliability & sales here in the US. GM had the Idea that they knew what Americans wanted ... Where they ever wrong !! Disposable auto, any problems just throw it away, get a new one (never tried to fix, engineer a new part)-- build a large engine with high HP It was the wrong answer to what was needed and wanted -- Not just more profit ---- They were warned by Big Oil, that low $ fuel pricing, just could not last....Check it out ... Mr Smith from GM There was a time in the in the world, when all the cars had a American Name ... Now all over the world, you won't see a US Made Car.... Third world countries were using Natural Gas (Methane) to power there vehicles while here in the US the Idea (Please note that it was look at in1975- rejected by GM - Gas Tank to big & heavy to produce) Brought back a few years ago but now rejected by OB & GM his partners. About 30 - 40% lower in cost but isn't green enough..... Looks like Boeing is taking same route --- sorry about that.... rush, rush for $$$$$$ Poor engineering and managers
      bootsnchaps60
      • 1 Year Ago
      Didn't Cadillac fail once already in Europe with the rebadged GM Saab (or was that the other way around)? Makes sense to go back into a market with declining sales, car makers closing plants, and GM Europe/Opel in financial straits. Attach Cadillac to the Buick effort in China would make more sense. But Cadillac has to come up with fresh designs that aren't generic GM and start giving the cars names again. The alphabet names have no identity (ATS-A Town Sedan; CTS - Cadillac Town Sedan; DTS -Deville Town Sedan).
      jammyjo
      • 1 Year Ago
      Just sell the damn cars will ya!? Just build a car so damn good they'll be queuing up with their cash in hand.
      NAIF S
      • 1 Year Ago
      GM I hope does not go out of biz. But, it is following its historical fact. It needs more new people at the top. Not excuse makers. The writting is on the wall and everywhere but in Detroit. Europe does not intend to support it in any great way.
      adam1keith1980
      • 1 Year Ago
      As someone that works with a lot of clients from Asia, I agree. To many Asians, they equate Western Europe with luxury. The perception of Western Europe is beautiful architecture, beautiful landscape, fine food, fashion, hand tailoring, joy of life, and for Germany and Italy specifically, fine cars. If the Europe accepts Cadillac, then Asia will follow.
      AlBongo
      • 1 Year Ago
      Who says "When I win the lottery, I will buy a....Cadillac"? No one. The luxury prestige belongs to the Mercedes, BMW's and Maseratis of the world and there is a reason for that. Cadillac is known to be a GM product. That's it. At the risk of offending a few, there isn't much prestige that comes from that.
        The Wasp
        • 1 Year Ago
        @AlBongo
        Actually there are millions of people who say that...even when Cadillac cars were pretty bad, a lot of non-Europeans and non-Europhiles still said that. Surely you can find a more creative way to troll.
      • 1 Year Ago
      [blocked]
        PeterK
        • 1 Year Ago
        While it sounds rude, the point somehow seems to makes sense. Why focus on a shrinking car market to be successful in china, if you could just start building something new for china. Anyways, good old Europe doesn't really care about Americans cars that much ;) ---- (Please,pleeeease bring the Dodge Ram with the 3liter diesel here!!)
          AlBongo
          • 1 Year Ago
          @PeterK
          Finally, someone is being reasonable. I agree with every word you said.
        jason32379
        • 1 Year Ago
        No Europe = no America, pretty simple. Europe has more people than America and has a larger economy too. Nitpick it all you want but the facts don't like.
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