Critics and internet commenters were both quick to hate on newly appointed Cadillac CEO Johan de Nysschen’s decision to move the brand’s headquarters to Manhattan. Some accused the veteran auto exec of wanting to relocate the company for his own personal reasons, while others were against the decision as it lures the company from its birthplace in Detroit.
Johan says moving to SoHo will help distance Cadillac from General Motors and allow it to develop its own corporate processes, policies and behaviors. A bonus to the move is it puts the company right in the center of a hip cultural hub, exposing employees to current trends and public figures and promoting a more forward-looking attitude.
USA Today decided to take a new Cadillac out to SoHo’s streets and ask some pedestrians what they thought of the car and the automaker’s move to NYC. Unfortunately, they brought what is possibly the worst car for getting youthful buyers excited about modern Cadillacs, Warren Buffet’s ride of choice – the XTS. One of the interviewees even quips that the XTS “doesn’t look like anything.” Why not bring out a shiny Opulent Blue 2014 CTS?
Our only hang-up with the video is USA Today’s interviewer seems to think Cadillac moved the brand Manhattan to be ‘cool’ with the young crowd, when it really seems like it was done as a business decision to distance the brand from GM and some of its processes. No matter the reason, and were sure there were many, the local’s opinion on the move still matters (and were a fan of the Don Draper endorsement idea). Check out the video below to hear their comments.
Comments
The lady didn’t think the XTS was cool….? She’s not exactly the target market for the XTS. Higher trim ATS / CTS is more fitting of their image, XTS is to appeal to buyers of the past.
Pretty much thought that it was a bad video. Too many comments and people being skipped around and coming back to the same people again. And the video had some slight technical difficulty too.
This generates publicity , good or bad , it doesn’t matter . this puts Cadillac in the news . What are they moving to the Big Apple , 24 people ?? How many of these are secretaries , or bean counters , publicity specialists ? My call is something like this ; 8 management types to oversee the : 6 secretaries , 6 bean counters(includes a year’s supply of pencils with big erasers) and one worker… an engineer , plus three advertising/publicity hounds , oh yes , forgot , De Ny , the man himself….sorry , thats 25 . Oops , almost forgot , add 3 janitors to clean up the huge amount of secretive shredded paper and coffee cups , not until , of course , the bean counters tally the daily usage and wastage . This should should be a well oiled dynamic presence in New York , bless you Cadillac giants of industry, you are all in our thoughts , welcome to New York !!
that black lady is an idiot, and must not listen to “hip hop or rap” atleast not southern rap, you see a Cadillac in near every 4 videos and a Cadillac is mentioned in 1 of 10 rap songs. depending on artist even more.. big album coming from Big krit soon called “cadillactica”
CADILLAC MOVING TO NEW YORK FOR TAX REASONS???
Stop listening to Alex Jones. Cadillac is going to New York for the image and to put their marketing and product planning people in the mindset of the worlds largest luxury consumer market.
Image aside, I am amused at the idea of a luxury vehicle corporate brand being centered in a town that is known for and embraces taxicab rides. No one drives in NY, NY.
and Jack Daniels is distilled in a dry county.