Today Cadillac has only 2.7% of the market in stark comparison to the 77% market share sewn up by European brands Audi, BMW and Mercedes. The market for luxury motors is booming and is predicted to double to 380,000 cars per year by 2010.
Exploiting its brash brand, Cadillac has doubled the number of showrooms in the country offering five models in the $46,000 to $140,000 price range. It is also making a concerted effort to give visitors to their showrooms a special welcome, including the offer of cigars and Napa Valley wine at a black marble bar. Deals are hammered out in VIP rooms with leather sofas and visitors are shown a movie about the brand's 105-year old heritage.
In February, Cadillac built an SLS sedan which is four inches longer than the US version specially for the Chinese market, which favours a roomier backseat area. Cadillac hopes to make China the number two market for its brand, which will be tough going given the dominance of the European brands and the threat from Asian companies such as Toyota.
Cadillac floors it in China
By Dexter Roberts
Business Week, 4 June 2007
Review by Morice Mendoza