Cadillac is the American premium car brand. Thanks to its rich history of iconic cars, it has inspired several artists and songwriters. The famous US-band Hot Chocolate even praised ‘Heaven is in the back seat of my Cadillac’. In Europe, the brand is looking back on a changing history. Two years ago, the parent company GM decided to establish Cadillac Europe as an independent entity. A new premium brand strategy was implemented. Since then, the company has been enjoying increasing brand awareness. European Business talked to Vice President Felix Weller about the new brand strategy.