General Motors says it will continue selling Cadillac models in Europe, despite the fact the company has sold off the lion’s share of its European business to PSA Group. The news comes as little surprise given Cadillac’s distribution network in Europe is separate from the now sold off Opel, but it’s still a bit head-scratching.
Earlier today GM CEO Mary Barra confirmed GM’s plan is to continue selling Cadillac and the Chevrolet Camaro and Corvette in Europe.
“That is the plan at this time, to continue with those models and brands in Europe,” she told reporters and analysts during a conference call Monday morning. “We continue to grow the Cadillac brand. We’ll continue to do that in a very disciplined fashion.”
Cadillac has made multiple attempts to make inroads into the European premium market over the last two decades. To date the luxury brand has seen little in the way of success, which has been limited by a lack of distribution and the fact that Cadillac’s German rivals are the home team on the continent.
In 2016 Cadillac’s 45 dealerships in Europe sold only 781 cars. While a 33 percent increase over 2015, those numbers still pale in comparison to BMW and Mercedes-Benz, both of which sold in excess of 800,000 vehicles in Europe.
Cadillac’s most recent attempt at conquering the European market began to form in July 2014, when Cadillac President Johan de Nysschen announced plans to expand in Europe. Shortly after the lip service, Cadillac backed off expansion plans in Europe, stating they had pushed them back to “beyond 2020.”
As of today Cadillac sells the ATS, CTS, CT6, Escalade and XT5 in European markets. Cadillac dealerships also sell and service the Chevrolet Camaro and Corvette.