General Motors UK operational headquarters in Luton has assumed responsibility for sales, marketing, distribution and aftersales for Cadillac, Corvette and Hummer in the UK market following a strategic review by the official European importer, Kroymans Corporation and General Motors Europe.

As part of a long term strategic plan, GMUK will continue to work with the Kroymans Group, the official European importer of Cadillac, Corvette and Hummer based in Holland, together with the Pendragon Group, retailers of Cadillac and Corvette in the UK. Kroymans Corporation will continue to provide back office services for GM in the UK.

The overall and long term objective is to grow these brands from the existing strong foundations and offer consumers the highest quality of sales and service. The existing GMUK organisation, comprising Chevrolet, Vauxhall, Saab, adds considerable expertise in the crucial areas of retail and business sales, marketing and aftersales operations. This expertise will be leveraged across the three new premium brands.

With this new initiative, GMUK now offers a comprehensive portfolio of products, appealing across all sectors of the market, from the Chevrolet Matiz city car through to the ultimate off-road HUMMER. Cadillac and Corvette will continue to be retailed through established Pendragon retailers while Hummer will be sold through a brand new network which is in the process of being established.

Operationally, these premium niche brands will be led by Jonathan Nash as Director in charge. Jonathan will also continue his role as Managing Director, Saab Great Britain.

Cadillac and Corvette have been on sale in the UK market since November 2004. Significant investment has been made in new build showrooms by the Pendragon Group where these brands are sold through its Stratstone network. In order to maximise the sales opportunity in demographically strong metropolitan areas for these brands, the existing network will be re-focussed into five outlets with a new site in Edinburgh alongside existing operations in Birmingham, Park Lane London, Newcastle and Reading.

A number of Hummer retailers will be announced nearer to support of start of sales in September.

Cadillac is GM’s global premium brand. Its establishment as a premium brand in Europe has been led by new product introductions such as the compact premium BLS saloon, targeted specifically at this market. The new product programme has taken a further step forward with the recent launch of the SRX 7-seat, 4 wheel drive SUV and the soon to be available all-new CTS mid range premium saloon – both with right hand drive.

Corvette, the classic all-American sports car, has seen steady growth in its niche. Corvette sales will continue to rise with the introduction of several exciting new derivatives in 2008.

HUMMER is a niche SUV with the slogan ‘Like Nothing Else’. It has established a strong presence in the UK through a considerable number of sales of the iconic H2 model. GMUK will build on this success with the smaller H3, a little brother to the H2 and now available in right hand drive. GMUK plan to extend the Hummer retail network with a number of new outlets in key metropolitan areas of the UK over the next two years. All petrol-engined HUMMERs will feature a bio-fuel option within three years and the new H3 will add an efficient diesel engine in the medium term.