General Motors’ luxury brand Cadillac has announced that it will move its headquarters to New York City.
Cadillac president Johan de Nysschen says the move was made to put distance between Cadillac and the General Motors brand, as well as to attract a younger buyer segment in the premium vehicle market.
The announcement comes a little more than a month after de Nysschen was named president of GM’s luxury brand. Plans for the relocation call for an office to be opened in the Soho district of Manhattan, with an estimated 120 employees working in New York City. About a quarter of those employees will be relocating from Cadillac’s offices in southeast Michigan; the rest will be new hires.
Cadillac was founded in Detroit in 1902, and was purchased by GM in 1909. Its current lineup of vehicles includes the CTS and DTS cars, the SRX crossover and the ELR hybrid car.