Cadillac has proved it can produce incredible sedans and coupes. Unfortunately, that competitive advantage comes at a time when more luxury buyers than ever are stepping into crossovers and SUVs.
During the launch of the 2017 Cadillac XT5, brand president, Johan de Nysschen, was outspoken about the brand’s future product, and described how its autonomy in New York City will help it succeed.
de Nysschen spoke of 11 new products in the pipeline, and the 2017 XT5 being the first of four new crossovers coming by 2020. We’ll likely see the next wave of Cadillac product next year some time.
But, specifically, de Nysschen spoke of Audi, and how Cadillac needs to follow in the brand’s footsteps from an organization point of view.
“There is nobody at Audi who also works on VW,” he says. “They have dedicated resources. They spend their entire working day planning for utter and complete annihilation of the competition,” he stated, according to The Detroit News.
“I was one of the original Audi brand warriors,” continued de Nysschen, recalling VW CEO Ferdinand Piech’s shakeup of the company when he took over in the early 1990s. “In the mid-’80s, Audi was like Opel, it was nothing special. Piech … gave Audi the autonomy it needed and said: ‘Go for it.’ When I came over to the U.S. in 2004, [it] was the last major market to set up the brand separation.”
And look what Audi is capable of today. Numbers and product don’t lie.
He ended stating the Cadillac team has been rallied by the move to New York City, and everyone is as bullish as ever surrounding the future of the brand.
“In the last 12 months we’ve made massive progress,” he said. “I consider Cadillac on a whole the most underrated brand on the market.”