Don't agree, as good as zero presence in the UK, yes fair enough. But it is relatively popular and measurably on the rise everywhere where there is a LHD market. The brand has a lot of history, very cool history, the rise, the fall, the rise again, together with their positioning for innovative, luxury performance is a great story for affluent millennials.
Even when you look at their model trim designations, there is some general consistency where it goes from Tech, Luxury (including all from Tech), to Sport (including all from Luxury). A great, simple progression.
And interiors are even stylish nowadays, when you look at the Escalade IQ, for example, that can easily play together where the Mercedes EQS SUV sits. And the rest of the line-up is great as well.
Entering F1 is a great thing to do, and to me clear part of the final pieces of the puzzle to rebrand and target their new audience.
In my opinion, it is the UK who are missing out on what is in 2023 a pretty cool brand with a great line up of car models and trims.