Cadillac, once the chosen luxury car for film stars, starlets, rock icons, US politicians and corporate moguls, after years of dwindling sales has achieved a re-birth over the last five years in its home market - now its time expand in Europe.
Cadillac’s annual sales in the US have risen quickly to 253,322 vehicles in 2005 to become America’s fastest growing luxury car brand ahead of BMW, Mercedes, Audi and Lexus.
Driven by this domestic success, GM Corporation officially re-entered the European market with Cadillac last year when they sold 2,145 cars, a sales increase of 73 per cent. A very small number of Corvettes were also sold.
The BLS four-door saloon range with one diesel and three petrol engine options is the key product for Cadillac and they say it will grow their worldwide market potential four-fold, from 750,000 annual sales to three million.
Cadillac and Corvette Europe Limited, part of the Dutch run Kroymans Group, are now running things in 28 European countries and they uniquely appointed one of the world’s largest dealer groups, Stratstone-Pendragon, to distribute and sell both model ranges in the UK from May 2005.
Supporting the dealer group, Cadillac and Corvette Europe Limited do have a small UK liaison operation based in Bracknell, Berkshire headed by Malcolm Wade, Director of Sales Cadillac Europe and Managing Director for the UK.
2005 saw the return to the UK market for the Cadillac brand after a break of three years. Initially sales started in 1998 through 11 Vauxhall dealers selling Cadillac Seville, Chevrolet Blazer and Corvette models. The prices were too high, the driving qualities were not up to European requirements and even huge discounts did not lift sales much above 3,000 units in nearly five years.
Cadillac Europe admit than in the UK their biggest problem is to convince customers this time the brands are here to stay and that the products are now engineered equipped and priced to meet European requirements.
Currently the Cadillac and Corvette brands are represented by a mixture of right and left hand drive model ranges, the executive CTS, the SRX monster 4x4, the STS touring saloon, the XLR two-seat roadster and the Corvette C6 sports car.
But the key model to their survival in Europe is the new BLS ‘premium mid-sized saloon, designed in Europe and built in Europe at Trollhattan, Sweden, GM’s Saab factory. The BLS fits into the GM’s European range above the Saab and its main competitors will be the BMW 3-Series, Mercedes C-Class, Audi A4 and Lexus IS 220/250.
The BLS goes on sale in the UK from 8 April and Malcolm Wade said at the UK media introduction currently taking place that the new model range would more than double the brand’s sales volumes in Europe during 2006. European BLS sales are expected to be around 10,000 units this year but the UK’s target was not forthcoming. However industry pundits believe 1,500 BLS sales in the UK this year would be realistic, and depending upon market conditions, 2,000, to 2,500 in a full year should be achievable.
Wade added, "With the American Cadillac heritage, but with the BLS designed and built in Europe to meet European requirements, we are promoting Cadillac as an aspirational brand – it’s a Cadillac. The BLS is aimed at customers who want something different, they don’t need it but they want it. It has all the driving sophistication and specification of a European luxury car but with Cadillac’s distinctive bold styling. We acknowledge it will be a love or hate decision for some customers."
In the region of 75 per cent of UK customers for the BLS models will come from business and corporate sales.
With prices ranging from £21,473 to £32,398 the BLS range has four turbocharged engine options each with the choice of manual or automatic transmissions. Prime seller will be the 1.9D, 150bhp common-rail diesel models which are expected to account for two thirds of all BLS sales in the UK. Three petrol engines are on offer. At launch it will be the 2.8-litre, V6 255bhp unit followed in six to eight weeks by two 2.0-litre petrol engines, one with 175bhp the other with 210bhp. All these units come from the GM’s European family of brands.
Stratstone-Pendragon are currently expanding its Cadillac and Corvette UK dealer network with the recent announcement of five new locations and confirmation that at least seven more will be added by the end of the year bringing the total number to 19. The very recent takeover of the Reg Vardy dealer group by Pendragon plc has resulted in more sales and service sites for the two GM brands becoming available.
The current and future dealer locations confirmed are, Park Lane London, Birmingham, Cheltenham, Reading, Derby, Leeds, Newcastle, Hagley, Luton, Cardiff, Manchester, Weybridge, Leicester, Northampton, Poole, Nottingham, Edinburgh, Glasgow and Plymouth. Open points are East Anglia, the North West, Bristol, Lincolnshire and Kent. Stratstone are also offering UK customers a collection and delivery service for their cars to anyone of their 22 service centres.