Cadillac Heading To New York
GM’s luxury brand Cadillac is heading to the Big Apple.
The automaker has announced that it is moving Cadillac’s headquarters to New York City. New York has always been prime territory for the brand, and is often the location where new Cadillac vehicle launches occur.
General Motors says that the move is intended to remake the luxury brand’s image, since New York is the epicentre of luxury in the United States. The automaker is hoping to broaden Cadillac’s appeal outside of North America as well. This move will establish Cadillac as a separate business unit.
“We need to have the team thinking about Cadillac day in and day out,” CEO Mary Barra said in an interview at the Clinton Global Initiative annual meeting in New York. “New York is where luxury is defined. It’s trend-setting. It’s much broader than the auto industry in terms of setting trends in luxury.”
Cadillac’s office, as well as display and event space will relocate in Soho, a trendy area of Manhattan, around the second quarter of 2015. About 50 employees will work there. The aim is for the company’s marketing team to be in regular contact with premium customers, and to become more immersed in the lifestyle of their customer base, people who shop for premium brands.
GM executive vice president of global product development Mark Reuss said: “I think there’s a piece of that brand that needs to be elevated and very carefully cultivated by the right group of people.” He added “We need to get some fresh thinking into that brand so that brand is ready to support the products.” The new Soho marketing office will “create a new trajectory for the brand.”
Nissan made a similar move when it relocated it’s Infiniti brand from Yokohama to Hong Kong. This gave the team more autonomy from the Japanese parent company while they explored new ways to expand in global markets.
At 112 years old, Cadillac is one of the world’s longest surviving brands. GM hopes to resurrect it as one of the world’s top luxury vehicles. A new upper-end car, positioned above the CTS and XTS will begin production by the end of 2015.
Cadillac’s product development, engineering, design and R&D will remain in the Detroit area.
By Linda Aylesworth – car-news.ca