Cadillac and its parent company, General Motors, announced earlier this month that Chris Biggs would take the helm as vice president of Cadillac China. In the new position, which is the top-most post for the luxury marque in the Chinese market, Biggs will be responsible for helping guide Cadillac forward march into an all-electric future on the world stage.
Chris Biggs
Biggs officially assumed his new position on July 1st, 2021. He replaces Felix Weller, who previously occupied the position, is being reassigned to another post within GM China. In his new position, Biggs will report to Rory Harvey, Vice President of Global Cadillac.
“I’m excited to have Chris joining the Cadillac family. His expertise in product and multiple areas will help Cadillac keep up its strong momentum in China,” Harvey said in a press release. “Cadillac has been on a tremendous journey with the transition toward an all-electric future. With a deep understanding of the world’s largest and most dynamic EV market, Chris will lead Cadillac to win.”
Biggs joined General Motors in 2007, stepping into various leadership positions focusing on product planning, bringing experience in international and cross-functional markets. He came to China in 2017 to fill his previous role as Vice President of Product Planning for GM China and Executive Director of Product Planning for SAIC-GM.
China has become Cadillac’s primary market by sales volume since 2017. During the first six months of the 2021 calendar year, the luxury marque has tallied 111,207 sales in China compared to 75,734 units in the United States.
Cadillac Sales - H1 2021
| MARKET | YTD 19 / YTD 18 | YTD 19 | YTD 18 | YTD 19 SHARE | YTD 18 SHARE |
|---|---|---|---|---|---|
| CANADA | -7.59% | 5,536 | 5,991 | 3% | 3% |
| CHINA | +7.15% | 111,207 | 103,791 | 57% | 55% |
| MEXICO | +4.16% | 551 | 529 | 0% | 0% |
| RUSSIA | * | 441 | * | 0% | 0% |
| SOUTH KOREA | +0.71% | 848 | 842 | 0% | 0% |
| USA | -0.28% | 75,734 | 75,949 | 39% | 41% |
| TOTAL | +3.86% | 194,317 | 187,102 |
As a result, not only is China critical to maintaining Cadillac’s position on the international stage, but it is also indispensable to maintaining scale, since other international markets pale in comparison to those of the U.S. and China in terms of cumulative sales volume.
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