SHARE THIS ARTICLE

Cadillac has no plans to back off its sharply higher sticker prices or sweeten incentives to improve slumping U.S. sales, new brand chief Johan de Nysschen said today.

De Nysschen, who arrived at General Motors Aug. 1 after a two-year stint at Infiniti and two decades building Audi into a luxury powerhouse, said in an interview that Cadillac must be willing to forgo some traditional buyers as it works to attract the higher-end clientele it's now courting with a revitalized vehicle lineup.

"We cannot deny the fact that we are leaving behind our traditional customer base," de Nysschen said. "It will take several years before a sufficiently large part of the audience who until now have been concentrating on the German brands will find us in their consideration set."



Read Article


Cadillac To Stick With Higher Prices At Cost Of Traditional Customer Base

About the Author

Agent009