Earlier in the week, during the 2015 North American International Auto Show in Detroit, the New York Daily News caught up with Cadillac president Johan de Nysschen and asked him his opinion on what auto journalists and the media don’t understand about the Cadillac brand as it stands.
“Cadillac has moved on from being a US-centric brand,” de Nysschen sad. “We’re building brand power … and the brand faces different challenges in different markets. Whether the business comes out of China or here … it doesn’t matter,” he added, referring to the popularity of luxury brands in China.
“We are busy with an evolution of the brand, and if we don’t evolve our brand we will get left behind.”
de Nysschen also took the American media to task for focusing solely on U.S. sales, especially with the CTS. Overall, Cadillac sales in the U.S were down 6.5 percent for 2014, yet de Nysschen said the CTS is a premium brand that can’t be compromised by rebates and incentives. “CTS sales have broken through the $47,000 average transaction price in 2014 for the first time … that’s better than BMW.”
So while, yes, Cadillac is fighting an uphill battle with its pricing strategy — even recently announcing price cuts — the customers that are willing to pony up for what is the most athletic car in the segment give the brand some silver lining.