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Detroit is preparing to welcome Cadillac back to its roots, just four years after the renowned luxury brand relocated to the stylish streets of SoHo in New York City. The transition is set to begin in April 2019.
As reported by The Detroit News, General Motors is in the process of moving its luxury division back to Michigan. Cadillac’s former president, Johan de Nysschen, initiated the relocation to New York in 2014 as part of a $12 billion overhaul, aiming to create a distinct identity separate from GM’s mainstream offerings.
Under Nysschen’s leadership, Cadillac launched advertisements that positioned its vehicles within the New York lifestyle, aligning the brand more closely with its German competitors rather than its American heritage. Earlier this year, Nysschen was replaced by Steve Carlisle, managing director of General Motors Canada. Despite Cadillac’s leadership change, the company indicated that it would not abandon its SoHo location at that time.
While the New York office facilitated successful talent acquisition, Carlisle expressed concerns that it hadn’t significantly accelerated vehicle development. Consequently, Cadillac will relocate to Warren, Michigan, a suburb of Detroit, establishing headquarters in a former building of its advertising agency, Lowe Campbell Ewald, near General Motor’s expansive 710-acre Technical Center campus.
In the meantime, Cadillac’s showroom and brand experience venue, the Cadillac House, will continue to operate in Manhattan until the company can finalize what it describes as “longer-term brand plans.” Currently, Cadillac is in the midst of a design initiative, with the objective of launching a fully new or redesigned vehicle every six months until 2020. Carlisle’s team believes that returning to Detroit will better position the brand for this ambitious schedule, with the latest product reveal being the XT4 compact crossover.
“The relocation will bring the Cadillac brand team closer to the key personnel behind the new Cadillacs, including those in design, engineering, purchasing, and manufacturing, ensuring a cohesive integration of Cadillac’s global growth strategy,” Cadillac stated in a release to Fox Business.
This shift indicates that Cadillac has recognized unmet needs and seeks to address them, a sentiment reflected in its sales figures. By June 2018, Cadillac registered total vehicle sales of 75,949, while competitors such as Mercedes-Benz and BMW reported North American sales of 176,408 and 153,386, respectively.
Cadillac appears to be realizing that it can draw on its American heritage while still aspiring to appeal to luxury vehicle enthusiasts without compromising its brand identity. With a robust lineup of vehicles planned for the coming years, the automaker is poised to regain the respect of both enthusiasts and luxury vehicle owners alike..
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