Andreas Schaaf to Become New Vice President of Cadillac China
In order to create greater brand awareness and generate even more Cadillac sales in Asia, the American luxury automaker decided to name a new vice president of Cadillac China.
Andreas Schaaf, who currently is the vice president of Cadillac Europe, is scheduled to take over duties as Cadillac China’s new vice president, effective June 1, 2016. Schaaf will reportedly have
operational responsibility for the China Cadillac business and will report straight to Cadillac Global President Johan de Nysschen.
“I am certain that Andreas’ profound knowledge of customer expectations in Asia will continue to push Cadillac to the pinnacle of premium in China, our second largest market,” de Nysschen said in a statement.
Schaaf previously worked for BMW AG, where he started out in product controlling, product management, and strategy. Schaaf quickly climbed the ranks at BMW AG and assumed management and leadership roles with the company’s central marketing and sales teams for Asia, Eastern Europe, Africa, and Pacific sales areas. Schaaf also served as the BMW Group’s vice president of sales and marketing in South Korea and was president of BMW Group India from 2010 to 2012. In fact, Schaaf is responsible for bringing the Mini small luxury car brand into India’s borders. After that conquest, Schaaf worked in a lead role with DriveNow, which is Europe’s top premium car sharing service.
Schaaf has been serving as vice president of Cadillac Europe since July 2015 and sales have improved 90% year-to-date during his tenure. Schaaf’s replacement in Europe will be revealed in a later announcement.
Behind the United States, China was Cadillac’s second biggest market in April of this year with 7,007 units moved in the country for the month.
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