General Motors Co. has announced its plans about opening headquarters of its Cadillac brand in New York next year, as a part of its strategy to expanding the brand’s appeal and remaking its image outside North America.
Cadillac’s spokesman David Caldwell stated that the brand’s office, including event space and display, will open in the trendy Manhattan neighborhood Soho. The office is expected to be set up by the second quarter of 2015.
GM has stated that the move will establish Cadillac as a separate business unit.
GM President Dan Ammann said that looking at the persistent upward growth of new-generation Cadillac products, it is only logical that the brand is given more freedom to expand to global markets.
Cadillac President Johan de Nysschen, who took over the position in August, also confirmed the news that GM has plans of distancing the brand from the rest of GM’s entities.
Cadillac spokesman Caldwell said that the move will only have an effect on the sales and marketing strategies, while design, research, production and engineering staff would remain in place, mostly in Detroit.
Cadillac’s newly appointed President, Nysschen, has played an important role in relocating Nissan Motor’s 7201.T Infiniti brand from Yokohama to Hong Kong, in a bid to give Infiniti more autonomy from its Japanese parent company and enable its expansion in the global market.
GM has been on a similar quest to expand the global reach of its luxury brand Cadillac, which has been one of the world’s oldest auto brand survivors with its 112-year-long market run.