AUGUST 26, 2003
Cadillac plans attack on BMW and Mercedes markets in Europe
The management of Cadillac, General Motors's premium car brand, is reported to be considering the development of a luxury model specifically for the European markets. The plan appears to be to take on BMW and Mercedes with the equivalent of a BMW 3 Series and the Mercedes-Benz C class. General Motors has recently granted sole European importation rights to Cadillac products to the Dutch deal Kroymans.
Cadillac did have a Le Mans program to help boost the value of the brand in Europe but this was cancelled because of lack of success. It will be interesting to see if the US company decides to embark on a new sporting program to promote sales but it is hard to imagine that the company will make a major effort in motor racing, despite the obvious route of going into F1.
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