Bob Lutz, GM Vice Chairman for Product Development and Chairman, GM North America, today announced plans to re-introduce the Cadillac brand and launch the new Corvette brand into the UK.
“Our intention is to establish Cadillac and Corvette as successful worldwide brands and this is not possible without a concerted effort in Europe and that means tackling the ultra-competitive British market. The brands, while well-known names to most people and automotive icons to many, now need to be brought to market in such a way that they will appeal to a new but discerning customer base. Using European expertise to do this on a market-by-market basis fits the bespoke type of operation required to succeed,” said Lutz.
Kroymans Corporation, based in Hilversum in the Netherlands, took control of distribution of Cadillac and Corvette products throughout Europe on 1 October, 2003 by forming Cadillac and Corvette Europe.
The first Cadillac and Corvette showroom on Park Lane was officially opened today. The new Corvette will be sold alongside Cadillac models in the UK. The plan is to open Cadillac Experience Centres in major urban areas across Great Britain, which compare to those in other top European cities, in the next few years. The first target locations are in the process of being identified.
It was also announced that the CTS sports saloon will be available in right-hand drive from the beginning of 2005, with other models due to be available in right-hand drive in the near future. However, the XLR luxury roadster and the new Corvette, for which there are no plans yet for right-hand drive production, will also go on sale early in the New Year in left-hand drive form.