The launch of Cadillac in Europe has been an embarrassment for General Motors.
Just 984 Cadillac units were shifted last year, down from 1,259 in 1998. Subtract from this the number of cars registered by GM Europe or GM dealers as company vehicles, and you get some idea of the task facing Cadillac in the German-dominated European executive market.
But Geneva 2000 may signal a turning point for the brand, with the launch of the Cadillac Imaj concept car. It's an all-wheel-drive luxury sedan, and although it is closely related to the Evoq concept roadster, GM is keen to tell everyone that the Imaj has been designed and built in Europe.
The Imaj was styled at GM's Concept Design studio in Birmingham, England, under the leadership of concept vehicle design director Simon Cox.
Sharp lines and angles complement soft curves on a body that could have been dreamed up by Ford's New Edge designers. Under the bonnet, an updated version of the supercharged Northstar V-8 delivers 425hp to the four wheels through a five-speed gearbox.
Like the Audi A8, the Imaj uses aluminum spaceframe construction.
Whether it drives like an American or a European luxury car remains to be seen, but GM has clearly decided that it cannot sell Cadillac in Europe purely based on its American heritage.