After releasing its The Arena: Dare Greatly brand motto on Sunday, Cadillac has something else to say. This time, it’s Cadillac President Johan de Nysschen doing the talking writing.
Shared on Cadillac’s Google Plus page, de Nysschen’s message is clear: The Cadillac transformation has only just begun. It’s aiming to be the best and will disrupt the status quo to pave its own path. This transformation won’t happen overnight, but Cadillac is ready for the long and strenuous journey.
Read Mr. de Nysschen’s words for yourself:
Message to Cadillac enthusiasts and the odd skeptical observer:
Cadillac is embarking upon a bold new journey.
And the Cadillac organization is invigorated. It’s not often that a 112-year-old icon with such a legacy reinvents itself, and it’s awesome for all of us to be part of it.
Of course, those of you who follow our industry know that, over the last few months, we have already begun to disturb the status quo. In the process, we have unavoidably ruffled some feathers: moving part of our operations from Detroit to New York City; placing Cadillac in charge of its own operational destiny; outlining a plan to dramatically expand the product portfolio; creating a consistent nomenclature for our cars. And yes, as far as the car names go, I know it appears as if we are changing one set of “alphabet soup” names for another, but as they say in the classics, there is “method in the madness.” Have faith, it will all fall precisely and logically into place over time.
Furthermore, if you’ve been following our new product launches, you will know that the latest generation of Cadillac vehicles are among the very best available on the market today. Not only have we impressed every industry expert, the cars have received award after award.
Cadillac is back. The fact is that Cadillac’s resurgence as an automaker of exceptional prowess and producer of superlative automobiles is well underway, and this is reflected in many of the strong gains achieved around the world last year. Cadillac has never produced better product than is available today—and we have only just begun our product offensive—with a single-minded focus to stun friends and foes alike, with one fascinating new Cadillac after another.
While product fascination provides substance for our ambitions, we must also embark on a philosophical shift to match these ambitions.
To once again become the standard for excellence around the globe, we cannot follow any of the examples set by the luxury market “establishment,” nor meekly succumb to preconceived notions about this great brand, or even perceptions about our rivals. We respect each and every one of our competitors, but Cadillac will chart its own course, and we will speak our own truth.
Cadillac is on a mission to shatter the status quo. Cadillac will lead with highly aspirational products packed with advanced technology, superlative craftsmanship and distinctive design. And a brand character that symbolizes quality and respect. We don’t aim to be the biggest. We aim to be the best, the highly aspirational domain of the few.
In the words of one of the great American presidents, Theodore Roosevelt: “It is not the critic who counts.” Only those who are willing to accept risk, who have the courage to dare greatly, shape the future.
At Cadillac, we are about shaping our future, and with it, the future of the luxury automobile industry.
The presentation of the ATS-V in Los Angeles late 2014, followed by the CTS-V in Detroit in January this year, was the first salvo directly into what constitutes the very essence of the luxury segment. The next reveal under our bold philosophy of excellence will be in New York City, on the 31st of March. The unveiling of the CT6 Sedan will be the latest, most daring expression of Cadillac’s ambition.
But that’s not where it ends—as I stated, we have only just begun.
Advanced plans are underway to introduce 8 all-new vehicles before the end of the decade. The transformation of Cadillac is happening all around us. And it has been a while since our industry has witnessed change of this magnitude.
The auto industry is a long-cycle business, and we cannot execute all of our plans nor reach all of our goals overnight, but Cadillac is now firmly on course to reclaim its rightful place as the iconic, global luxury brand, made in America.
As we have our supporters, so too we will have our detractors—those who express their discomfort about this bold challenge to the status quo, through criticism and skepticism. We accept these loud protests at the disruption to the established order and understand it means we simply have to work harder and to convey the truth of today to those whose perceptions are still rooted in yesterday.
We know for some it may be a long and arduous journey.
But we are ready.
For at Cadillac, we dare greatly.
Thank you.Johan de Nysschen
President
Cadillac
Comments
I know may want to say he has not done anything in the past or other had started things before he got there. Well the fact is his ass is on the line at Cadillac. This is all going to be on him if it works or fails.
So lets give him a chance here and let him take the credit or blame. In the end his actions will determine what happens to Cadillac.
I don’t think there’s any arguing that he is doing great things. Things that should have been done a decade or two ago but weren’t. That said, it’s great that there is finally someone who is competent and responsible for Cadillac, while having ultimate authority on the brand/division. Nothing makes me happier.
Now, get those darn Alpha crossovers out the door.
We have had competent leaders for Cadillac in the past but too often those over them from GM have stopped them from doing what needed done.
Today he has the backing of GM to do what is needed for once. The key will be if GM lets him continue or does the cooperation get cold feet and stop short.
Just look at how Mark had to fight for the better Door Handles on the CT6. I am not sure if he won or now but we will find out in the next month. Even Lutz had to fight people from discontenting the Cruze when it was selling great as there were some over him that said well if it is selling that good we can cut back.
I believe D Ny can do it with no problem if left to do what he knows needs done. The key will keep the old GM people out of the way. It is much easier now as those who were the problem are not as much a factor any longer as Lutz has said.
WOW, that moved me, kind of like,
“And so, my fellow Americans: ask not what your country can do for you, ask what you can do for your country”
HELL YEAH!!! 😉
Johan was brought in to help advertise these changes. I am telling you there is no way he just got hired and decided on the move to NY, the new naming scheme, the new direction for Cadillac as far as turning it into its own subsidiary. These plans go back at least 2 or 3 years from former CEO Akerson and the Board. When Barra first came aboard as CEO she said there would be very little changes from the direction Akerson wanted to take GM, and I would bet this is one of the changes. I think Cadillac will succeed with all the changes even though it will take time. Johan is going to help Cadillac move forward with all these changes because he is a good mouth piece and a strong leader.
This guy is a loser. Never did anything at Infiniti and was lucky to be in the right place at the right time at Audi. Just happened to be there when people became infatuated with German cars, thinking they were the ultimate vehicles. Cadillac sales will continue to fall under him. He is alienating his present customers with the massive price increases on new models and trying to attract the people who will NEVER buy a “lowly” Cadillac. It is beneath them.
So what is more likely to give way? Will the traditional buyers step up and pay more for a better product, or will Cadillac’s marketing and product offerings convince more wealthier people that the ‘lowly’ Cadillac is anything but lowly?
Which do you think will happen sooner? It’s not a sales race, after all. It’s a profitability race, and with the exception of their CTS and ATS, Cadillac is still profitable for GM.
This is more of the same rhetoric that he has been spouting since the day he arrived. I guess he gets credit for consistency. The real question is: How much time will be allowed? How long before results will be demanded from these sweeping changes? Will China overtake the US as the primary market for the brand in fairly short order as planned? Only time will tell.
To the critics, “Lead, Follow, or get the hell out of the way!”
OMG ! The new commercial for Cadillac that will run on Oscar night ” Dare Greatly ” is about the worst I have seen for this division . Not a single vehicle is shown nor is the name even mentioned . And this is coming from their new ad agency !? I cannot believe they paid to run the commercial . Is anyone even looking at these ads before they run on tv ?
Nysschen must be feeling the heat , when is the last time we have seen the CEO of a GM division write a letter to explain himsself to the public ? Maybe Iaccoca but he was in his own commercials and not apoligizing for anything .
Johan isn’t going to do this by himself , the culture at GM is one of being part of a team where ideas can get scrutinized . The biggest question is just how long GM is going to give him to turn Cadillac around . It is definitely a huge undertaking . So for now GM is making money and has the cash flow to throw Cadillacs way . But when things start getting alittle tight as the industry is always fluctuating will GM be able to stick withe the plan or as is usually the case , the bean counters will get in the way . Only time will tell .
The reinvention of Cadillac. It got l;aunched when the 1992 Seville and Eldorado were done but they they dropped the ball, again. It cannot be done with one car, it has to be a consistent long term effort of product excellence. A door handle, that will do it..