“We look at our links from a global perspective, and then we decide which are the programmes we’re going to bring to Europe.”
Brugal added that the key to bringing an even wider portfolio of GM cars to the UK and Europe quickly would be down to legislation, given that some cars sold in the US, for example, could not be sold in Europe given the disparity in emission regulations and safety standards.
“If the regulations between the US and Europe harmonise, it will make our life easier,” he said. “We will bring a lot of benefit to the final customer, because that will increase the range of options.”
Europe could even get its own bespoke GM model, said Brugal. While not yet confirmed, the possibility is being considered given the different wants and expectations of buyers in different markets.
“We craft cars that we don’t have in the US, but we have them in other markets,” Brugal said. “We have cars that are specific for the South America region, and we can have cars that are more of an Asia or China portfolio.
“Not all of them are available in the US, and not everything which is available in the US is available for China customers or European customers.
“In the future, can it be that [we create a] car that is [just] for Europe, Australia, New Zealand, Japan or Korea? Maybe it can be.”
In the near-term, each brand that comes to the UK will have a separate retail strategy, he said, and not be grouped under one GM umbrella – like JLR, for example.
“We don’t envisage a future where we’re going to be mixing Cadillac with Corvette,” he said. “Corvette has its own DNA, and it’s going to be staying as a standalone brand. Cadillac has its own entity as well.”
As such, they will be sold in different ways. For example, while Corvette will continue to be sold via dealer partners such as Arnold Clark, Cadillac will instead use an online-based agency model supported by “experience” pop-up stores.