Johan de Nysschen is gaining recognition as the "luxury car whisperer," having successfully revived Audi in the 1990s and 2000s and played a pivotal role in the recent transformation of Infiniti. His next challenge is Cadillac. As reported by Automobile, de Nysschen aims to enhance Cadillac through significant improvements in design, quality, and the overall ownership experience. By 2020, Cadillac plans to invest $800 million into its U.S. retail operations, which likely refers to their newly launched BOOK by Cadillac subscription service. This service allows members to access Cadillac’s full lineup for $1,500 per month, all-inclusive.
Looking ahead, the design of future Cadillacs is expected to be striking, especially inspired by the stunning Escala concept car unveiled last year. Analysts project that Cadillac will feature a remarkable ten distinct models by 2021, following an alphanumeric naming convention already established with the CT6 full-size sedan and the XT5 crossover. Consistent with naming practices of German competitors, the first part of the model names will indicate body style, while the second part will represent size. The notable exception will be the Escalade, known for its luxury features. Analysts anticipate a 2021 lineup that includes crossovers such as the XT1, XT3, XT5, and XT7, the Escalade SUV, as well as sedans like the CT1, CT3, CT5, CT6, and CT8.
Additionally, de Nysschen has plans to expand Cadillac’s presence in the Chinese market and eventually introduce electric vehicles, leveraging General Motors’ advancements in plug-in hybrid and EV technology. Regarding Cadillac’s future in Europe, he stated, “I don’t expect big numbers. Instead, I see Cadillac as a profitable boutique luxury brand in Europe. We are consciously pursuing different strategies from Audi, BMW, and Mercedes.”
With de Nysschen’s impressive track record, a groundbreaking subscription model, and a more robust lineup on the horizon, Cadillac is poised to strengthen its position in the luxury automotive market in the coming years.
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