Critics and internet commenters were both quick to hate on newly appointed Cadillac CEO Johan de Nysschen’s decision to move the brand’s headquarters to Manhattan. Some accused the veteran auto exec of wanting to relocate the company for his own personal reasons, while others were against the decision as it lures the company from its birthplace in Detroit.
Johan says moving to SoHo will help distance Cadillac from General Motors and allow it to develop its own corporate processes, policies and behaviors. A bonus to the move is it puts the company right in the center of a hip cultural hub, exposing employees to current trends and public figures and promoting a more forward-looking attitude.
USA Today decided to take a new Cadillac out to SoHo’s streets and ask some pedestrians what they thought of the car and the automaker’s move to NYC. Unfortunately, they brought what is possibly the worst car for getting youthful buyers excited about modern Cadillacs, Warren Buffet’s ride of choice – the XTS. One of the interviewees even quips that the XTS “doesn’t look like anything.” Why not bring out a shiny Opulent Blue 2014 CTS?
Our only hang-up with the video is USA Today’s interviewer seems to think Cadillac moved the brand Manhattan to be ‘cool’ with the young crowd, when it really seems like it was done as a business decision to distance the brand from GM and some of its processes. No matter the reason, and were sure there were many, the local’s opinion on the move still matters (and were a fan of the Don Draper endorsement idea). Check out the video below to hear their comments.