Cadillac Exec’s Departure is ‘Entirely His Choice’

Cadillac executive Don Butler is leaving General Motors after trying for several years to revitalize the once-great luxury brand’s image with mainstream American consumers.

Butler’s departure was his own decision and unrelated to other recent executive shuffling at GM. “Don decided to leave. Sad for us, and entirely his choice. He did a great job and will be missed,” a spokesman told Automobile.

Butler had handled Cadillac’s U.S. marketing efforts until April, when he shifted to a newly created position in charge of the brand’s strategic development. The move was seemingly lateral, as GM hired another exec, Steve Majoros from a Detroit advertising agency, to handle Cadillac marketing.

On Butler’s watch, Cadillac experienced sales growth and an influx of new products, including the XTS, ATS and most recently, the next-generation CTS. Cadillac sales leapt 17 percent in July as the U.S. market continues to recover.

A spokesman said Monday evening there was no update on a potential replacement.

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