At first, Lutz wrote, de Nysschen seemed like a saving grace. He was an outsider with a pedigree at Audi and a short stint at Infiniti. He saw the major problems facing Cadillac and instantly worked to cut the fat from subsidized lease programs and rental sales. In the process, Cadillac sales tanked as the brand worked its turnaround.
While new product worked its way from the drawing board to production, Book by Cadillac and lackluster marketing messages attempted to fill a void. Per Lutz, they never truly did. We’d have to agree, especially on the marketing front.
Lutz, who spent years with General Motors, recalled the automaker’s ways: GM has a tradition of not investing in a place where an immediate turnaround isn’t happening. Cadillac needed years to recover from its “bargain” luxury status.
The former GM executive perhaps said it best in his closing.
“Cadillacs are superb. De Nysschen is a brilliant executive and leader. But he ran out of corporate patience, and vice-versa. No one, and everyone, is to blame.”