Pere Brugal previously comes from BYD and Tesla and is thus not an amateur when it comes to electrification in Europe.
In total, he has 25 years of experience in the industry.
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A lot to stand in
Pere took office in August 2023 as CCO for Cadillac Europe and is primarily tasked with developing the business, not least with regard to the brand’s investment in electric cars.
– It is an exciting opportunity, says the Spaniard. – No one else is trying to penetrate a market in this way with so much heritage, explains Pere and refers to Cadillac taking on Europe with pomp and show.
Cadillac will take on Europe with pomp and show – Photo: Morgan Petri
However, it is not the first time that the American brand has tried to enter the European market. In 1998, General Motors bought Saab, which would be used as a gateway to the market.
However, nothing went further and Saab went to the grave in 2011, while models like the Cadillac BLS – which was a disguised Saab 9-3 – were not received very warmly.
Europe is leading
Many books can be written about why Cadillac has not managed to penetrate the European market during its 120 years in the business.
In modern times, however, the attempts can be traced to a cultural clash of rank. Just like when Walmart tries to enter Germany – something they did with a “copy-paste strategy” – Cadillac has previously adopted a crazy for American approach.
– Our strategy is more conservative, says Pere – Photo: Morgan Petri
Pere explains that “our strategy is more conservative” and that Cadillac’s ambition is to take on Europe slowly.
First up are Switzerland and Sweden, with France next.
– We are adapting to Europe, says Pere. The idea is that Cadillac as a brand should be adjusted to local conditions, which is why a strategy where you turn up the US anger to the max is not suitable for Sweden.
Bang for your buck
Pere believes that Lyriq is unbeatable when it comes to affordability in the segment. The absolute price may be high, but in relative terms you get an awful lot of equipment for the money.
The pricing strategy is thus simple – there are two levels to choose from – and the stated price includes all lullull.
– We want to offer a smooth buying experience, continues Pere. The idea is that the customers “are part of a sort of Cadillac club”. You should feel proud to drive a Cadillac, but at the same time the Yankees don’t want it to feel too American.
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Turns on big
The Cadillac Lyriq is the first step for the storied brand into the European continent – again. The model sold in Europe is uniquely adapted for the market, which means a sportier driving experience compared to the Lyriq sold in the US and China.
In the long run, Cadillac will offer a full range of cars that are primarily electric, but if the market demands it, fossil fuel vehicles can also be introduced.
European Lyriq he a harder chassis than in the USA – Photo: Morgan Petri
The strategy for the brand is to slowly conquer market share. The brand should therefore not turn its back on, for example, the Chinese, who pump out cars and push money in with the aim of seeing what takes off and what doesn’t.
– We adapt our strategy to appeal to each individual customer, continues Pere. This means that some countries will get huge flagship stores, while others – for example Sweden – will get slightly more subdued points of sale.
In Sweden, Cadillac works with Hedin Bil, which brings strengths in terms of distribution and market presence. However, it can be harmful to the premium feeling, not least with regard to Hedin Bil’s lousy reputation regarding service, which, among other things, the General Complaints Board can sign off on.
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Not a bad bet
In connection with the interview, we had the opportunity to do a short test drive of the Cadillac Lyriq. The biggest competitors are undeniably the Audi Q8 e-tron and the BMW iX.
At first glance, Lyriq as a product is appealing, but it takes more than that to make a product fly, not least in the intended price range. We believe that cheaper Lyriq models are to be expected, but nothing has been confirmed yet.
The interview ended with a short test drive in the new Lyriq – Photo: Morgan Petri
– We love feedback, concludes Pere. The brand is keen to have a continuous dialogue with its customers and being responsive is undoubtedly a necessary characteristic. The reason why Sweden is one of the first markets can be derived from the huge proportion of electric cars that are still sold here.
In combination with a flexible strategy, a master’s amount of capital, and a product that is experienced as well thought out, Cadillac has, at least on paper, what it takes to still fulfill its target image.
The venture is quite unique and appears to be promising in some respects. The crux is the bad timing – given the world economic situation – and that this is not the first time. Having said that, Pere Brugal undoubtedly has a lot to stand for in the coming time.
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