Among domestics, Cadillac has long been the number one luxury brand in the United States, however, a significant gap exists between leading import brands, Mercedes-Benz, BMW, Lexus. Over the past few years, Cadillac found itself jostling for fourth place with Acura and Audi. With competition ever-stiffening in the luxury market, the domestic automaker needed to rethink its strategy in order to better position itself for future success. As a result, General Motors shook things up last summer and appointed former Audi and Infiniti executive Johan de Nysschen as President of Cadillac. De Nysschen’s appointment was driven with an eye on transforming the American nameplate into a truly global brand. Having already made headlines with the announcement of Cadillac’s relocation to New York City as a separate business unit ― as well as new pricing strategy with higher sticker prices ― Johan is well on his way to changing how the brand does business. Last week at the 2015 Washington Auto Show, the Caddy president delivered the event’s keynote address where he outlined the automaker’s aggressive plans in the areas of dealer development, manufacturing and product strategy.
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