The new president of General Motors Co.’s Cadillac luxury brand, which has its best lineup in years but is struggling to move cars off dealer lots, expects “at best a flat-lining” of U.S. sales in the short-term as part of its ultimate growth strategy.
Johan de Nysschen, who joined Cadillac in August from Infiniti Motor Co. Ltd., said that as Cadillac tries to increase the average selling price of its cars and backs off using big rebates and other incentives to move them off dealer lots, sales in the U.S. for now likely will remain flat.
GM wants to build Cadillac into a global luxury brand by expanding its lineup into unfamiliar segments and new locations. de Nysschen expects the transformation of the brand to take 10 to 15 years, with milestones set up along the way as he and his team try to hit gains in brand image, owner satisfaction and customer loyalty.
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