There have been numerous services covering the fact that the promotion of Cadillac in the United Kingdom is going to be taken over by the guys and girls at Saab GB. This is because the previous promoter, a Dutch company called Kroymans, either doesn’t know it’s arse from it’s elbow, doesn’t care, or they found the job of pushing non-diesel land yachts in the UK understandably difficult.
Saab GB head honcho will also add Hummer and Corvette to the portfolio.
The articles mention that Caddy has only sold 600 vehicles in the UK since relaunch in 2004, and that included the new Euro-specific BLS. Even I thought this was surprisingly low, so I looked up the SMMT vehicle sales stats for April, just to see how many vehicles Cadillac sold during that month, and a year-to-date figure as well.
Here’s the spreadsheet, which is clickable for enlargement:
Cadillac aren’t even listed!
There’s a section at the bottom of the spreadsheet for “other imports”. Brands in this group aren’t specified and could include the likes of Ferrari and Lamborghini, as well as Nash’s two other new brands Corvette and Hummer. None of these are included in the main SMMT spreadsheet.
I know I’m sounding like a broken record here, but there’s bucketloads of resources being thrown at Cadillac for Europe and the UK and to this point, there’s been no return or even the hint of a return on the horizon.
Now, to add to the problem of zero-or-negative recognition, GM are going to add these boat anchors to the portfolio of one of it’s semi-successful brand teams in the UK. So not only are Cadillac etc consuming vehicle development and marketing resources that could have been allocated to Saab, they’re also going to be consuming the resources that Saab have already been allocated. I assume there’ll be some sort of increase in their budget, but you can bet your bottom dollar that a four-fold increase in the size of the portfolio doesn’t mean a four-fold increase in their marketing budget.
Any UK folks that notice changes in the marketing of any of these brands, particularly Saab of course, feel free to drop a line.