Cadillac could shift marketing, advertising and strategy to Manhattan

Article by Christian Andrei, on August 24, 2014

According to the latest reports, it appears that Cadillac is considering expanding its offices but what's more interesting is that this move will not be made in Detroit but Manhattan. As you may know already, Cadillac has a new leader, Johan de Nysschen, and expanding in Manhattan is part of his effort to broaden the brand’s appeal outside North America.

Still, Cadillac spokesman David Caldwell told Reuters that there are no changes for the moment. For those who don’t know, de Nysschen used to lead Nissan’s Infiniti brand where he engineered a relocation of headquarters from Yokohama to Hong Kong.

The move was made because Infiniti needed more autonomy from its Japanese parent company and the opportunity to expand in global markets. GM wants to follow the same path with its Cadillac brand and an expansion to Manhattan could help the company to attract additional talent.

Cadillac will continue to design and engineer its vehicles in southeaster Michigan but de Nysschen could decide to move marketing and advertising to Manhatan. Ford also made this kind of move back in 1999 when Lincoln brand was relocated to southern California. [source:]

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