It’s Official: Cadillac Is Moving to New York City
It’s been rumored for a few weeks that Cadillac is moving to New York City, but we never had official word—until now. General Motors today confirmed that it would be relocating its Cadillac headquarters to New York City. This move is intended to give Cadillac some distance from the other GM brands as it attempts to establish itself as a real contender with German luxury brands.
The new headquarters will likely open in the second quarter of next year, in the Soho district. In total, Cadillac expects the office to employ around 120 people. Only sales and marketing will be moving to the New York office; members of the design, engineering, product development, and research and development teams will probably remain in Detroit.
“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. He added, “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. More than a division or brand, Cadillac is becoming a center of excellence for our company.”
It is likely that newly named Cadillac President, Johan de Nysschen, pushed hard for the relocation. De Nysschen was brought on to help boost the Cadillac brand to new heights, as he did with Audi previously. More recently, he worked with the Infiniti premium brand and made a similar move, relocating headquarters from Yokohama to Hong Kong to separate the brand from its parent, Nissan.
Another recent move to boost Cadillac into the fiercer competition of Germany luxury carmakers is Cadillac’s upcoming flagship sedan, possibly (but not likely, maybe, we’re not sure) called the LTS. It’ll make its debut next April at the New York Auto Show.