Sounds like Johan de Nysschen’s attitude has already moved to New York.
After what he called “a hectic few days” of product, branding and business announcements, the global head of Cadillac last week used a long and, at times, cutting Facebook post to punch back at critics of his plans.
- On his mandate: “Mary Barra and Dan Ammann have been very explicit in their instructions: restore Cadillac to the pinnacle of global premium brands, not in sales but in aspirational brand character. OK, so let’s get to work. Obviously, doing what has always been done won’t yield a different result.”
- On the new naming system, starting with the new model called the CT6: “Every armchair marketing expert has ten opinions to share. Fortunately, I do not determine strategy based on the unfiltered observations of people who do not have a 360-degree understanding of the problem.”
- On setting up Cadillac as a separate business unit: “Emails from GM [retirees] suggesting that is the dumbest idea since the Cimmaron. I quietly wonder if any of them had a hand in creating that masterful monument to product substance.”
- On relocating to New York: “To all the indignant souls out there — this has nothing to do with Detroit. And certainly has nothing to do with where I choose to live. It has everything to do with creating an awesome car company. We must develop corporate processes, policies, mindsets, behaviors, attitudes, which are right-sized for Cadillac. … No distractions. No side shows. No cross-brand corporate considerations. … Just pure, unadulterated CLASS. ... And if we don’t move, nothing will change. …
“So Detroit fans, I love your city, the success of Cadillac will be your success, the majority of our jobs remain in Detroit, and as we grow, these will increase too. But other than that — don’t mess with me.”