Chen Dong, the 42-year-old owner of a cellphone wholesale business in Beijing, is a big fan of Hollywood movies and the Chicago Bulls basketball team, and sends his daughter to college in the United States. He thought of stretching that love of all things American to his car, but instead opted for a new black Audi A6 sedan over a rival Cadillac – underscoring the challenge facing General Motors Co as it seeks to promote Cadillac in China and transform it into a fully-fledged global luxury brand. “The Cadillac SLS was one of our options, but we thought the look was just way too aggressive,” said Chen, who also called in at BMW, Volvo and Infiniti showrooms. “The Cadillac’s (exterior) lines were not smooth.” GM’s Cadillac problem is that many other car buyers in China feel the same as Chen: that Cadillac’s edgy look, with its sharp, angular lines and creased edges – inspired by the design of American stealth military planes – is a turn-off, say analysts and, indeed, Cadillac marketers’ themselves. The U.S. automaker now seems ready to phase out the angular look to woo more buyers in China, the world’s biggest market for cars and a beacon… Read full this story
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