This post is in partnership with Fortune, which offers the latest business and finance news. Read the article below originally published at Fortune.com.
By Doron Levin
General Motors’ Cadillac brand is setting up a headquarters office in New York in order to be closer to other premium jewelry, design and high fashion businesses and the consumers who buy their brands.
The relocation is the first major initiative to shake up and energize Cadillac’s sluggish business by Johan de Nysschen, who took over as the brand’s boss in August, following stints at premium automotive brands Infiniti and, before that, Audi. Henceforth, Cadillac will be operated as a separate business unit of GM.
David Caldwell, Cadillac spokesman, confirmed that Cadillac is “working on” securing space in Soho, a stylish neighborhood in lower Manhattan. The headquarters will open with “dozens” of personnel and could grow to a hundred or so, he said.
The move to New York by De Nysschen and many of Cadillac’s top sales, marketing and managerial executives, Caldwell said, is meant to distinguish the brand and afford it a separate identity that conveys a premium message, rather than simply a name that denotes GM’s luxury brand. Thousands of GM engineers, designers and factory personnel who work on Cadillac will remain in the Detroit area. GM’s corporate headquarters is located in downtown Detroit.
- Inside the Death of a Rural Daycare
- Exclusive: Inside Ukraine’s Secret Effort to Train Pilots for U.S. Fighter Jets
- TIME’s First Interview in the Metaverse: How a Filmmaker Made a Movie and Fell in Love in VR
- How The Inflation Reduction Act Will Spur a New Climate Tech Ecosystem
- Climate-Conscious Architects Want Europe To Build Less
- Social Media Companies Like TikTok Hope to Fight Election Misinformation. Experts Say Their Plans Aren’t Enough
- How I Got My Students to Stop Staring at Screens
- Author Mimi Zhu Is Relearning What It Means to Love After Trauma