In an effort to claim a share of the premium European market held by Audi, BMW and Mercedes-Benz, Cadillac is expanding its dealer network and introducing the CT6 full-size sedan and XT5 mid-size SUV.
Cadillac has found it challenging to gain traction in Europe against its German rivals, with a 2006 initiative to launch the BLS ending up being a $140 million market failure.
The brand now has a more modest goal of reaching 5,000 annual sales by 2020, a target that includes selling Cadillacs in dealerships alongside the Chevrolet Corvette and Camaro.
Cadillac executives hope to appeal to European car buyers by offering gas-powered, fully-equipped vehicles as “leftfield” alternatives to luxury German models.
The CT6 and XT5 will be available in Europe beginning in September. Pricing for the CT6 will range between 73,500 to 94,500 euros, while the XT5 will range between 48,800 to 66,800 euros.