Cadillac Corvette Europe is looking for a UK sales and marketing director following General Motors” decision to launch the luxury marques in the UK.
Cadillacs and Corvettes will be marketed in the UK through common dealerships as aspirational US brands. The first Cadillac Experience Centre is being opened in London’s Park Lane. Marketing and advertising arrangements have yet to be finalised, but it is understood that the search for a top marketer has begun.
The decision to sanction right-hand drive Cadillacs was taken by GM vice-chairman Bob Lutz. He says: “Our intention is to establish the Cadillac and Corvette as successful worldwide brands and this is not possible without a concerted effort in Europe. That means tackling the British market.”
The first right-hand drive Cadillac will be the CTS, positioned as a rival to the BMW 5-series. There is speculation that a smaller Europe-only Cadillac will be built, possibly by Saab, which is also owned by GM.
Netherlands-based Kroymans Corporation won the rights to market Cadillac and Corvette in Europe last year, but this week signed a deal with Pendragon, the UK dealership, to market the two brands in the UK.
Earlier this year, GM decided to rebrand its Daewoo budget brand as Chevrolet across Europe (MW March 18). While the Corvette is marketed in the US as a Chevrolet, in Europe Corvette will be established as a standalone sport marque.