Cadillac returns to UK

11 Jan, 2012 11:09am Mat Watson

US firm Cadillac is set to make a return to the UK as GM's global luxury brand

Is it going to be fourth time lucky for Cadillac? The US luxury brand is planning to make a return to the UK and Europe within three years.

After three previously failed attempts, General Motors is keen to get the marque back into Europe alongside Chevrolet, and wants to use a template similar to that already used by Toyota and Nissan with their respective Lexus and Infiniti brands. The new BMW 3 Series-rivalling Cadillac ATS will lead the charge. 

Speaking at the 2012 Detroit Motor Show, General Motors Vice President of marketing Joel Ewanick said:  “This time around we are going to do it right. At the moment most of our products aren’t suitable for Europe, but as they are steadily replaced the new models coming through will be built specifically to appeal to European buyers.”

He added that this was key to Cadillac being one of GM’s two ‘global’ brands alongside Chevrolet. Indeed the new ATS, unveiled at Detroit, was extensively developed at the Nurburgring in Germany to ensure it offers driving dynamics to match the likes of BMW, Mercedes and Audi.

What’s more, a diesel will eventually be available, as will a right-hand-drive version for the UK. In fact, Cadillac may also make a RHD version of its fire-breathing performance flagship, the CTS-V Coupe, so that the 549bhp V8-powered BMW M3 rival can be a halo model for the Cadillac brand in Britain.

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It's about time UK/European drivers change from the generic C class/ 3 series into something a lot more appealing such as the ATS

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