There’s no shortage of armchair critics willing to fling their dissenting opinions at Cadillac President Johan de Nysschen over his recent decision to relocate Cadillac’s headquarters to New York City.
De Nysschen has finally begun firing back, issuing a defense on his own facebook addressed to “all the indignant souls.”
According to de Nysschen, the decision comes down to doing whatever is necessary to distance the marque – both in proximity and ideology – from the corporation that owns it. He wrote: “This has nothing to do with Detroit. And certainly has nothing to do with where I choose to live. It has everything to do with creating an awesome car company. We must develop corporate processes, policies, mindsets, behaviors, attitudes, which are right sized for Cadillac… No distractions. No side shows.”
The defense came in the wake of de Nysschen’s perceived chronic skepticism from the media toward every announcement that Cadillac has made since his taking the helm, as well as letters that the executive claims to have received from Cadillac retirees, calling the move “the dumbest idea since the Cimmaron.”
It’s a strategic maneuver whose merits are up for debate, and until Cadillac has crossed over into the other side of the move, there will be advocates on either side of the fence. But we applaud Mr. De Nysschen and stand with him, insofar as we agree that the products coming out of Cadillac over the past few years deserve branding and marketing as ground-breaking as they are. A relocation of the company headquarters to New York City has at least a strong chance of eliciting that.
The new headquarters in New York City will house a staff of around 50 persons in marketing and sales. The vast majority of jobs at Cadillac will remain in Detroit even after the move. You can read a larger excerpt of the defense at Jalopnik.