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Product Chief Mark Reuss Explains The Cadillac Move To NYC: Followup

As we reported, Cadillac is moving its headquarters to New York City, in a move demonstrating the brand’s push for more autonomy from the rest of General Motors.

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.

Aaron Brzozowski is a writer and motoring enthusiast from Detroit with an affinity for '80s German steel. He is not active on the Twitter these days, but you may send him a courier pigeon.

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Comments

  1. I really like GMAuthority, but more and more often I see grammatical errors in your stories. I understand that people make mistakes, but there should be an emphasis placed on proofreading before publishing. In this particular story, the word isn’t “cheif”, it’s “chief.” Aside from these kinds of mistakes, I love coming to this website to get all of the latest GM info.

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    1. LOL! I agree 100%

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  2. It doesn’t seem likely that a location change will improve Cadillac’s top-of-mind recognition or how cars are brought to market. It seems the only positive is the ability to recruit creative staff who refuse to move to Detroit. Are those the kinds of people GM truly wants working at Cadillac?

    There’s absolutely no question that Cadillac marketing isn’t great and has contributing to the recent sales slump (and things like the ELR fiasco, confusing positioning and pricing of the 3rd-generation CTS, etc.). That said, in the short term, the distraction of moving to another state will be detrimental to productivity.

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