What does Johan de Nysschen know that others don't?
"You're participating in history," Cadillac's global brand chief said at this week's Los Angeles Auto Show, evidently unaware that the motoring press has been "participating" in Cadillac's new history going on a generation.
That would be 20 years hyping products that tended to under-deliver in terms of sales volume; of efforts to make coastal luxury buyers, not homers in the heartland, Cadillac customers at the expense of its foreign rivals; of Super Bowl ads and Le Mans racing gambits that mostly failed to push the brand into overdrive.
Now we have yet more hyperventilating in LA alongside plans to move the brand's headquarters and 140 of its employees to SoHo in New York. Both, presumably, are the better to woo too-cool coastal types from their Audis, BMWs and Jags and into Detroit metal (without saying so).
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