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Cadillac boss to push brand not product

Date: 14 November 2007

Jonathan Nash

Cadillac's new CTS is "product generation number two" for the American brand as it tries to crack the European market, according to UK boss Jonathan Nash.

But Nash is focussing on brand rather than product in an attempt to establish Cadillac in the UK, something it has so far failed to do with around 450 units sold this year across fleet and retail. "My sales staff spend 90% of their time on the brand and 10% on sales," said Nash. "If you get the brand right and make it clear to customers what they're buying then they will buy - it's the key to success.

"There are a group of customers that are very restless with premium brands, but they're difficult to crack because they're not exactly complaining about their BMW, Jaguar, Lexus, etc."

The car arrives in the UK next August, though only with petrol engines. A crucial new diesel, the new 2.9-litre 250PS unit also set for Saab, Hummer and possibly Vauxhall, will follow a further year later.