However, during the J.P Morgan Auto Conference, de Nysschen explained Cadillac is currently in the investment phase of its rebirth, saying the brand will take a hiatus from new product, according to Automotive News.
“We’re in the investment phase,” he said. “We are preparing for the future.”
He elaborated saying the pause in new product will follow the introduction of the 2016 Cadillac XT5, which we expect to debut at the 2015 Los Angeles Auto Show. Cadillac has confirmed the new crossover to launch in early 2016. Following that, Cadillac will be busy readying indirect replacements for the CTS, ATS, additional crossovers and most likely a sub-ATS sized Cadillac. These incoming products won’t begin to arrive until 2018, according to de Nysschen.
During the brand’s product investment, more focus will be placed on the “Dare Greatly” marketing campaign, which has been resonating very well with millennials. Dealership experience will be a priority, too, as the brand seeks continued autonomy from General Motors.