Although the Cadillac brand recently announced that production of its upcoming flagship sedan will take place in Detroit, General Motors’ luxury brand will actually be making moves away from its current home in the Detroit Renaissance Center with the opening of a new global headquarters in New York City.
The new headquarters is set to open sometime in 2015, although the company has not yet announced specific timing. Cadillac is still deciding which employees will move to the New York City headquarters and which will remain in Michigan.
The move will not affect any technical product development or manufacturing operations. Instead, moving to New York will serve to increase the brand’s presence in the global luxury market. “Consumers of premium goods, whether they are watches or high-end pens or handbags or automobiles, they tend to be internationally mobile,” new Cadillac president Johan de Nysschen told Automobile in a recent interview. “Not only do you need to position and portray the brand consistently around the world, you also need to be seen to be present.”
As we learned in the interview with de Nysschen, Cadillac will become a separate business unit and will begin filing separate financial results within GM to help facilitate the premium brand’s new strategy that focuses on expansion in global markets, most notably China. The New York City headquarters will be a large part of this strategy, as many important oversight and strategic operations will be moved to what GM describes in a statement as, “modern loft offices.”
Establishing Cadillac as a separate business unit from General Motors allows for greater growth opportunities; as de Nysschen explained to us, halo models and flagship sports cars will be important to Cadillac’s goal to be “restored as a pre-eminent global premium brand.” The new unnamed Cadillac flagship sedan, based on the Omega platform, will be the first step towards this goal, with an undetermined, high-performance halo car to sit above this S-Class competitor in the near future and one or two sports cars also possibly in the cards.
Stay tuned for more developments as GM’s luxury brand continues to make moves in the luxury market, led by de Nysschen from this new world headquarters.