In what feels like a real-life episode of the hit TV show “Mad Men,” Cadillac is headed to Manhattan’s glitzy Soho district. General Motors today announced it was spinning the luxury brand into its own, standalone business unit whose core leadership and offices will be located in the upscale area of lower Manhattan in New York City. The move is expected to be completed next year.
Cadillac has performed well globally as of late – experiencing robust growth in China in particular – and GM is looking to capitalize by clustering the brand closer to other high-end companies doing business in Manhattan. Johan de Nysschen, appointed as president in August, is spearheading the new Cadillac unit through the change.
The move doesn’t mean GM is ditching Detroit. In fact, the company promises “no change to technical product development teams located in Michigan” and no change in manufacturing or assembly setup. It appears the New York City headquarters will essentially include marketing and finance staff (who will no doubt cozy up to Wall Street types, upwardly mobile professionals and folks of that ilk who inhabit Soho).
What will the Cadillac HQ actually look like? GM isn’t talking square footage but does allude to “modern loft offices” and “multipurpose brand and event space.” That will do, for now, until the grand opening … fitting for Cadillac, we are sure.
More visibility in one of the world’s pre-eminent media and advertising centers is perhaps warranted as Cadillac has produced 28 percent global growth in 2013 and 10 percent growth in 2014; in China, the company reports astounding 75 percent growth since last year.
Photo Credit: Cadillac