Cadillac invests millions in the Middle East in new marketing drive

The company's regional investments are part of a $12 billion global re-branding effort.
Cadillac invests millions in the Middle East in new marketing drive
By Shayan Shakeel
Sun 18 Mar 2018 12:46 PM

Cadillac’s $12 billion global market development plan, unveiled in 2015, is going to see it grow its investments in the Middle East, the company announced on Sunday. 

The luxury American carmaker this month broke ground on a second multi-million dollar facility in Kuwait, its first standalone dealership, months after beginning construction on another facility in partnership with local dealer Al Ghanim.

The announcement of two new facilities in Kuwait coincides with the impending opening of a new Cadillac facility in Oman and campaigns to mark the launch of the first ever Cadillac XT4 in the region.

“I am excited to lead the Cadillac team in the region at one of the most exciting times for the brand as it realizes a major transformation in its 115 year history," said Christian Soemmer, managing director of Cadillac Middle East. "I am thrilled to be standing today here in Kuwait as we witness first-hand our regional expansion progress as we work closely with our local dealer to build these new facilities."

Soemmer, added that the new facilities in Kuwait come at a time in which Cadillac is beginning a "major product offensive", beginning with the laumch of the new XT4. 

"With our brand, evolving we will be able to offer our customers a completely new experience from the moment they step into one of our showrooms and we welcome them into the world of Cadillac, which will become the benchmark of premium.”  Soemmer added.

Under new chief Johan de Nysschen, who previously helped Audi become a contender in the US market, Cadillac is attempting to reinvent itself in the luxury car space with a $12 billion, five-year plan from parent company General Motors. The new plan involved moving to New York, a focus on electric cars, and an all new brand and marketing identity to drive sales in a booming market for luxury cars that account for 50 percent of all global automaker profits.

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