Yesterday, we wrote about Susan Dochertyâ™s grand strategy for Cadillac: Make Cadillac great in Europe to convince the Chinese to buy Cadillac. Clever strategy. But what if it fails in Europe? Truts me, its European failure is assured. In the meantime, the story has landed in Europe. Germanyâ™s premiere car dealer magazine Der Kfz-Betrieb runs with the story today (with a nice shout-out to TTAC, Danke.)
The experts at Der KFz-Betrieb give the grand Cadillac strategy only passing mention and recommend to check with TTAC if someone wants an assessment. What the magazine is most interested in are Dochertyâ™s comments about the âœlackluster performance of Chevrolet in Europe.â That grabs Deutschlandâ™s dealers more than non-existent Caddy sales.
Docherty blames the ill-informed European customer. Docherty said that European customers know Chevrolet only for its Corvette and Camaro. âœWhat they donâ™t know is the Spark and Aveo and Cruze and Orlando, and the newest one weâ™re about to launch, the Trax,â Docherty told WardsAuto. âœNot only are we trying to raise the opinion of Chevrolet and Cadillac, weâ™ve got to increase the overall awareness.â Again, another laser-sharp Dochertanian observation.
Right on, says Kfz Betrieb: âœGerman Opel and Chevrolet dealers have demanded more advertising for years. Chevrolet Germany however only wants to spend more for advertising when the dealers have moved more cars.â While chicken waits for egg and egg waits for chicken, Chevroletâ™s sales dropped 40 percent in January in Europe.
There is money to sponsor Manchester United. Says Kfz-Betrieb: âœThis deal did cost GM half a billion Euro, but it will hardly significantly raise the awareness of the brand and its specific products throughout Europe.â