General Motors to launch Cadillac in South Africa
General Motors sold 87 121 vehicles in 2006, boosting their sales by 13.7% compared to 2005. No wonder they are up to the challenge of launching the Cadillac brand in South Africa later this year.
GM has set up five dealerships around the country, costing approximately R10-million each. They are planning to open another two during 2007 and a further three dealerships will open their doors in 2008.
Launching the Cadillac will target the luxury segment of the market, as GM has been doing with other well-known brands such as Saab and HUMMER. It will be a first for South Africa to see all these great names under one roof. The Cadillac will be available as a Cadillac BLS – being a medium size sedan, a Cadillac SRX – the luxury SUV and a large sedan, the Cadillac STS.
GM says that they continually assess the market and by constantly introducing new brands to the market, they keep capturing the attention of new target audiences and growing their share of the market in South Africa.
GM is very confident that Cadillac will make a good impression in South Africa and that it will become the new measure of success in motoring terms. 250 000 Cadillacs were sold in 2006, pushing up sales in Canada, the Middle East and China.
While GM has invested R2.0-billion into operations during the past three years, it promises to invest a further R620-million this year on new tooling, equipment and facility upgrades. They are confident that they will have a positive return on their investment as they are constantly increasing the capacity of their operations and their ability to reach more target markets.
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