British radio personality Tim Westwood may have bought a Cadillac Escalade, but the brand has had inconsequential sales throughout Europe for its entire life. Even GM’s poor attempt at a Euro-friendly Caddy, the ill-fated BLS sedan.
The misfortunes of Cadillac hasn’t stopped GM CEO Dan Akerson, who was quoted by Autocar as saying “The only thing you can do is try, try and try again with Cadillac in Europe,”perhaps in the hope that persistence, rather than product, will pay off.
Along with the upcoming compact ATS sedan, the XTS, positioned as Cadillac’s flagship, will also make the trip over, but without the diesel engines that are necessary to be truly competitive in Europe. Akerson even admitted to Autocar that the marketplace is a tough one, on account of the saturation of premium European brands. Perhaps that resilience is also mixed with a bit of realism.