Cadillac’s recently appointed brand chief Johan de Nysschen is known in the automotive world for making some extreme decisions, like when he moved former employer Infiniti’s headquarters to Hong Kong from Yokohama and renamed their entire model lineup to begin with a ‘Q’ designation. The long-time auto exec is being just as proactive with Cadillac, reportedly
moving expanding the brand’s operations from Detroit to New York City.
The plan was first revealed by de Nysschen in August, but it wasn’t clear if the brand would go forward with the idea until recently, when he confirmed the
move NYC expansion to Automotive News. Cadillac reportedly wants to at least have an office in New York to broaden its appeal outside of America and possibly attract new talent to the brand. It is also looking for further autonomy from other General Motors brands and a Manhattan address may be the easiest and best way to promote change.
Cadillac’s engineering, design and manufacturing operations would likely stay in Michigan, however the expansion would bring Cadillac’s marketing, advertising and strategy operations to Manhattan. The move would also put Cadillac right in the hub of the affluent, stylish crowd it’s now hoping to attract with cars like the 2015 ATS Coupe.
Update: The official word on Cadillac’s New York plans are the following:
“Johan said we are considering expanding – maybe adding a new office. That is much different than ‘moving.’ And he did not confirm. He used this as an example of ideas being considered to grow,” according to Cadillac lead spokesman Dave Caldwell.