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General Motors Co.'s Cadillac brand will open a headquarters in New York early next year, as it moves the global hub for its luxury brand away from Detroit.

The shift comes as Cadillac focuses on global growth and tries to establish a fresh identity in the luxury market. Currently, most of Cadillac's functions are part of the rest of GM, and its headquarters is at the Renaissance Center. Many Cadillac operations will stay at the GM Warren Tech Center.

"We want to put a little bit of distance between Cadillac and the rest of the General Motors entity so that we can begin to put together a team that is able to give 100 percent mindshare to meeting the challenges of the premium market," Cadillac President Johan de Nysschen told The Detroit News.

De Nysschen, who joined Cadillac more than a month ago from Infiniti Motor Co. Ltd., wants to expand Cadillac into new countries and segments, and appeal to younger buyers. He expects the new Soho office, which will include space for events and loft offices to open likely in second quarter 2015, with about 120 employees. That would include about 30 who work for Cadillac in southeast Michigan, mostly in marketing and sales. The rest will be new hires, he said.

http://www.detroitnews.com/story/business/autos/general-motors/2014/09/23/gms-cadillac-brand-open-headquarters-new-york/16084371/
 

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Foolish move. Cadillac can’t seem to do much right these days. Did they not learn anything from Lincoln’s failed attempt to do the same? And what does that say for your hometown and the relationships there with dealers, suppliers, etc.

Embrace the region and people from which you came from, strengthen ties and relationships with suppliers and dealers and beyond. That is the solution. They are instead alienating them.

Just because one moves to France, does not suddenly make them French and interesting.

Poor Caddy. Complete chaos must ensue, when you put out the best product you can, but nobody cares. Except maybe journalists who only have to spend a couple hours with them.
 

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I'm not sure about the move but Johan de Nysschen appears to have a serious plan for Cadillac and he has the history to execute it.
 

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I hope this helps a lot. It should help lure outside of the box thinkers to run Cadillac.

Also, they need to move design to Manhattan and hire a new crew (Welburn should not have anything to do with Cadillac!).
 

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Foolish move. Cadillac can’t seem to do much right these days. Did they not learn anything from Lincoln’s failed attempt to do the same? And what does that say for your hometown and the relationships there with dealers, suppliers, etc.

Embrace the region and people from which you came from, strengthen ties and relationships with suppliers and dealers and beyond. That is the solution. They are instead alienating them.

Just because one moves to France, does not suddenly make them French and interesting.

Poor Caddy. Complete chaos must ensue, when you put out the best product you can, but nobody cares. Except maybe journalists who only have to spend a couple hours with them.
That was a completely different situation. Lincoln got kicked out of PAG.
 

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That was a completely different situation. Lincoln got kicked out of PAG.
Yeah, they wanted to focus their European brands under one roof, moving Lincoln back to Detroit where it belongs. But PAG never benefit from this West Coast move, and they slowly dispersed. And of course, Ford dumped their arrogant European asses. But the point here, is that nobody was a winner with the move.
 

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Yeah, they wanted to focus their European brands under one roof, moving Lincoln back to Detroit where it belongs. But PAG never benefit from this West Coast move, and they slowly dispersed. And of course, Ford dumped their arrogant European asses. But the point here, is that nobody was a winner with the move.
Those PAG brands were garbage at the time of when Ford purchased them. Every brand needed a heavy investment. I don't understand why they bought them in the first place. They acted as if Lincoln was perfect and didn't need much improvements.

Lincoln Motor Company could easily move outside of Dearborn. It could happen.
 

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Cost. How much will cost this move?
Which of the actual problems will solve this move?
GM want to wean Cadillac? Is Cadillac capable to survive appart from GM?

Cadillac management is a mess....
 

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COMMENTARY: Cadillac is making big mistakes - AutomotiveNews
by Keith Crain, editor-in-chief

October 6, 2014


First, let's be perfectly clear. Cadillac is an American icon. It is not a German car. It doesn't matter who's running Cadillac or what his background is. Cadillac belongs in Detroit.

If the management of Cadillac wants a little breathing room from General Motors management, a friend of mine made a good suggestion: Build a new headquarters building on the site of Cadillac's Hamtramck plant. Cadillac used to be headquartered inside the assembly plant on Clark Street in Detroit.

The idea of moving sales and marketing staff to New York can only mean that someone wants to live in New York. There is no rational reason to put them outside Detroit, in New York or anywhere else. It would only separate them further from all the important decisions that will be made in Detroit about Cadillac. They all need to participate in design, engineering and manufacturing decisions. It would be another distraction they don't need.

Changing the naming of Cadillac models to an alphanumeric BMW or Mercedes system is equally wrong. What ever happened to names like Fleetwood, DeVille and Eldorado?

It is most disappointing that the new head of Cadillac had this decision thrust on him without any chance to evaluate the situation or get some wise advice from outside the company -- from his dealers, for example. It would appear that he had no choice in the matter.

The success of Cadillac is going to be product -- pure and simple. Create great products for the dealers and customers, and GM will see a resurgence of the brand. It would seem foolhardy to put the marketing folks as far away as New York so they can be completely ignored on all product decisions.

The head of Cadillac should take some time, take a deep breath and put the decision on hold for a few months until he gets enough advice, from both outside and inside, to make a rational decision.

Perhaps he should talk to some Ford executives who moved Lincoln staff out to California in the 1990s. They even moved the design team. It didn't work, and they took quite a while to recover from that bad decision when they returned to Dearborn a few years later.

To go ahead with this decision will be nothing short of catastrophic for Cadillac, its dealers and their customers.

To fragmentize decision making over several hundred miles makes no sense. To copy a numbering system that is obviously German in origin makes no sense.
 
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