Cadillac will move 30 of its key employees to its new offices in Manhattan by next May or June. Then, the company will hire an additional 100 from the New York area and proceed to more than double its workforce at the new location to about 300 people over the next three years. It’s the beginning of Cadillac chief Johan Nysschen’s plan to grow the company in phases, he told The Detroit News at the Los Angeles Auto Show Wednesday.
Cadillac’s chief marketing officer, Uwe Ellinghaus, said he was surprised about the backlash surrounding Cadillac’s decision to move to New York City. He said the city’s diversity will help the Cadillac become the global automaker it wishes to be, which will ultimately benefit Detroit in ways operating out of the Renaissance Center never could.
“We, of course, remain a proud subsidiary of General Motors, even if we go to a more standalone business,” he said. “What strengthens Cadillac going global in New York, because it is the most cosmopolitan city in the world, will also strengthen General Motors at home in Michigan.”
Cadillac has rented out the top floor of 330 Hudson, in the Hudson Square neighbourhood of SoHo. The 16-story building will be used as an office space, but also as a recruiting tool for attracting fresh talent to the company, as explained by brand manager Melody Lee. Before Cadillac makes the transition to the new building, it will launch its newly transformed communication and marketing techniques.
“You can expect a complete new look and feel of Cadillac’s communication during the first quarter for 2015,” Ellinghaus said.
The real start of Cadillac’s new life as standalone company operating out of New York City will be April 1, when Cadillac will debut the highly anticipated CT6 full-size sedan at the New York International Auto Show.