Cadillac President Johan de Nysschen is likely afforded very little sleep these days, as anyone and everyone in the media seems to want an explanation for the Cadillac move to New York City, and everything else up his sleeve.
Most recently, Cadillac’s dear leader sat down with Fox Business to discuss the relocation to Manhattan’s trendy SoHo district.
Asked for the motivation behind the move, the former head of the Infiniti luxury brand says that it’s “for [Cadillac] to get focus on the premium and luxury segments of the market. There’s a different rulebook that works at the top end of the market.”
De Nysschen goes on to say, “You know, the issue is not at all about Michigan. It’s about creating a geographic separation – as well as I think a psychological separation – between the new Cadillac unit and the parent company… Geographic separation forces you to change the way you do business, and if you want to be in the luxury business, the epitome of luxury consumption, I think, is New York City.”
De Nysschen’s answers here are typical for what we’ve heard from the Cadillac President in the past, although perhaps a little more succinctly stated. The interviewer goes on to ask about how de Nysschen can “make Cadillac cool again,” to which he replies that the brand transformation is already underway.
Doubtless, de Nysschen will still have his (mostly) Detroit-based dissidents who decry the move as nothing short of a malicious abandonment of the state of Michigan. But we think that given enough time, the HQ move to NYC may very well prove de Nysschen to be a capable, foresighted leader.
You can watch the entire interview below: