As General Motors Co. executives celebrated the opening of a special pavilion in Beijing to woo luxury customers away from Audi, a subtle message about the brand stood on display: a scale model of Cadillac's U.S. presidential limousine.
GM is betting Cadillac's 110-year heritage, including its role as the president's car, can help sell the brand in China, where sales are a 10th of market leader Volkswagen AG's Audi and German luxury brands dominate the premium segment.
The U.S. automaker, a year after reclaiming global sales leadership, is preparing a renewed Cadillac push in China with plans to introduce new products, increase local production and expand sales outlets as it aims to boost sales in the country at least fivefold to match U.S. deliveries by 2020. Narrowing the gap against Audi can help keep GM ahead of VW.
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