Cadillac will sell the CTS mid-sized sedan, STS full-sized sedan, XLR roadster, SRX sport wagon and the Escalade SUV in Europe. Howell says GM is considering right-hand-drive versions of several of the vehicles for the United Kingdom.
Kroymans will build 10 dealerships, which it calls experience centers, in Germany, Belgium, the Netherlands, Luxembourg, Switzerland and Austria. It is seeking partners to build 15 additional centers in major markets elsewhere.
Kreber says Cadillac must update its image, which most Europeans associate with 1950s tail-finned cars.
Doug Scott, senior vice president of Allison-Fisher International LLC in Southfield, Mich., says Cadillac must overcome such baggage.
"I think the perception has been large, comfortable, QE2 (luxury liner) size kinds of things, and it will be for some time," Scott says. "They have to fight that with performance and quality."
Kroymans will oversee all European marketing and retail sales. The experience centers will coordinate 75 or more traditional dealerships in smaller markets.
Kroymans plans pan-European advertising by the Frankfurt agency Buehler and Partners. He says Kroymans plans to spend about $1,130 per unit sold on advertising, although initial per-car levels may be higher.
Kroymans and Cadillac would not reveal sales goals. But Howell says the experience centers are similar to U.S. dealerships that sell 500 to 1,000 vehicles annually.
GM's deal with Kroymans marks its second attempt to find a new channel for Cadillac. In 2001, GM told of plans to sell Cadillacs through Saab dealerships in Europe but dropped the idea.