
If Cadillac’s top boss, Johan de Nysschen, had his way, The Hunt for Red October would feature a scene in which Capt. Vasili Borodin describes his dream of seeing the United States in an Escalade, not an recreational vehicle.
While General Motors’ luxury division counts on American and Chinese buyers to keep it flush with cash, there’s still room in the fold for other markets. Assuming, of course, those citizens have a willingness to cast off deep-seated consumer habits and, perhaps, prejudices.
After dropping pedestrian vehicles for an all-prestige lineup, GM’s conquest of the Russian luxury market hasn’t yet occurred, though it’s still early days. Sales are looking up. With a new partner in tow, Cadillac feels confident it can muscle out the Germans on the streets of Moscow and St. Petersburg. (Read More…)
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