Specifically, the brand is relocating a staff of about 50 sales and marketing employees to a new headquarters in the hip, cosmopolitan neighborhood of Soho. Engineering and design, however, will remain in the Wolverine State. It is hoped that by being immersed in New York City, the marque will acquire a better understanding of how to market itself to folks on the coasts, where Cadillac still struggles against foreign luxury imports in terms of sales volume.
“We’re not on the radar of some of the people we’d like to be on,” General Motor’s Chief Product Officer Mark Reuss stated. “We have to have some new thinking in how we go to market. The brand perception of what these products align to has been lagging,” in an Autoblog report.
In fact, Cadillac sales have declined substantially this year, dipping 4.7 percent through August.
Four Cadillac models will still continue to be built in the state of Michigan, and the upcoming 2016 Cadillac CT6 flagship (formerly LTS) will be built within view of Reuss’ Ren Cen office window, at the Detroit-Hamtramck assembly plant.