Holden to re-establish the Cadillac brand in Australia
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After a 20 year absence from our shores Holden has announced plans to import Cadillacs into Australia. The plan involves the importing to start in the fourth quarter of 2008 and initially involves one model, the CTS.
Dealers will be appointed next year although GM officials remain non-comittal about the location and number of outlets across the country. The company also remains tight-lipped about the pricing and sales expectations of the car.
The decision follows the continued strengthening of the Australian dollar although GM Holden chairman and managing director Chris Gubbey said the exchange rate was not the only factor in the move. “A strong Aussie currency is just one part of the jigsaw,” Mr Gubbey said.
Revealing more details of the move at a briefing on December 3rd, GM Holden premium brands director Parveen Batish said Cadillac was no longer just a US brand but a global brand.
”Cadillac is now taking advantage of its right-hand drive portfolio launching in new markets and incorporating the needs of global customers at the beginning of the vehicle development process, not at the end,” Mr Batish said.
Prospects for the brand’s return to Australia were also raised by the 100 per cent jump in Cadillac sales in the Asia-Pacific region last year. After a successful introduction to China in 2004, Mr Batish said the Australian market was important for the brand in the Asia-Pacific.
”We know the Australian car market is mature, it’s extremely competitive and consumers are very brand conscious,” he said.
”In its home market Cadillac holds a special place among the top-tier prestige brands thanks to it’s distinctive combination of luxury, cutting edge design and performance.”
”And we think Cadillac will quickly establish itself in the same way in the Australian luxury segment, which until now has been dominated by European brands.”
Spoken like a true car saleman, Mr Batish!
Source: AAP
The 2008 Cadillac CTS
