While some companies choose locations based on supply chains, GM (IW 500/5) has chosen NYC as the new home of it’s Cadillac headquarters since “there is no city in the world where the inhabitants are more immersed in a premium lifestyle than in New York,” said Johan de Nysschen, who joined Cadillac as its new president in August.
“Establishing our new global headquarters in Soho places Cadillac at the epicenter of sophisticated living. It allows our team to share experiences with premium-brand consumers and develop attitudes in common with our audience,” de Nysschen added.
This move is part of the continued expansion of Cadillac which was announced by GM today. The brand will be a separate business unit.
“With the relentless upward repositioning of successive new-generation Cadillac products, the next logical step is to provide Cadillac more freedom to cultivate the brand in pursuit of further global growth,” said GM President Dan Ammann.
“Cadillac’s mission is to reinstate the brand to a pre-eminent position among global luxury brands, a bold challenge requiring a distinct and focused new organization,” Ammann said. “More than a division or brand, Cadillac is becoming a center of excellence for our company.”
The brand, which has operations in more than 40 countries, experienced 29% global growth in 2013 and an increase of about 10% so far this year. Cadillac sales in China have grown 75% year to date.
While the majority of functions with oversight and responsibility for both global and U.S. operations will be located at the new global headquarters, which will be complete by 2015, “ there will be no change to technical product development teams located in Michigan, nor does the plan impact manufacturing or assembly operations,” GM said.
Cadillac has operations in more than 40 countries. The brand’s ongoing growth has been driven by an expanded product portfolio, leading to 28 percent global growth in 2013 and an increase of about 10% so far this year. Cadillac sales in China have grown 75 percent year to date.
“To have an iconic American brand like Cadillac choose Manhattan for its global headquarters is another example that this city is a growing hub of innovation. New York continues to be a magnet for the best and the brightest companies and workers alike, and as Cadillac continues on its impressive growth trajectory as a global brand, I’m thrilled it will do so based in New York City," said U.S. Sen. Chuck Schumer:
“With the relentless upward repositioning of successive new-generation Cadillac products, the next logical step is to provide Cadillac more freedom to cultivate the brand in pursuit of further global growth,” said GM President Dan Ammann.
“Cadillac’s mission is to reinstate the brand to a pre-eminent position among global luxury brands, a bold challenge requiring a distinct and focused new organization,” Ammann said. “More than a division or brand, Cadillac is becoming a center of excellence for our company.”
