As Cadillac seeks further autonomy from parent company General Motors, there are plenty of other pieces to the puzzle top executive Johan de Nysschen must begin to fit into place along the brand’s turnaround.
Making use of the $12 billion GM has earmarked for Cadillac’s expansion, de Nysschen will be busy rebuilding brand image with a specific American aura for the brand, as he says he will not take a page out of Audi’s playbook.
Through the brand image building, de Nysschen has set a sales goal of 500,000 annual vehicle sales, according to a CNBC report. Currently, the brand sits around 275,000 annual sales, and the goal would provide Cadillac a five percent cut of the coveted luxury market.
Is it doable? Absolutely. Cadillac CMO, Uwe Ellinghaus, has been busy ensuring “Dare Greatly” begins to trickle down to local advertisements for Cadillac vehicles, and de Nysschen has set his plans for Cadillac’s dealership transformation.
We’ve said it once, and we will say it again: Cadillac could be poised for greatness, but it will not happen overnight.