In a stunning move last December, General Motors announced that it would be phasing Chevrolet out of the European market by the end of 2015 due to a challenging business model and instead it will focus its efforts on the automaker’s existing European brands, Opel and Vauxhall. GM did say that it would continue to sell “select iconic” Chevrolet-badged models in Europe but details were unspecific at the time.
This week, the automaker confirmed that two of those iconic Chevrolet models, the Camaro and Corvette, will be distributed through Cadillac showrooms. All Corvette models and body types will be available including the next year’s high performance Corvette Z06. All coupes and convertibles in the Camaro line-up will be available through Cadillac as well.
The plan was outlined by Cadillac this week at the Geneva Motor Show. The luxury brand laid out its plans for its future growth strategy in Europe saying its going to be focusing on customer service and an expanded model lineup to match its offerings in the USA.
“We at Cadillac see ourselves as a true ‘challenger brand’ in Europe and we fully understand that we have a lot of work ahead of us to make ourselves relevant to the European premium customer,” said Thomas Sedran, managing director of Chevrolet and Cadillac Europe. “Being a niche player, we have the opportunity to challenge the traditional approaches to marketing and selling premium vehicles.”
Cadillac plans to offer the new ATS Coupe and the newly redesigned Escalade SUV which were introduced at the Geneva Motor Show last week. Also included is the ATS Sedan, the CTS sedan and the SRX crossover.
“The engine of growth for Cadillac is our cars, with a fresh new take on premium. The unique personality of the brand makes Cadillac the distinctive new face in the crowd. Europe is a key region for any premium brand and will play an important part for Cadillac in the future,” said Cadillac global chief marketing officer Uwe Ellinghaus.