Cadillac’s new boss Johan de Nysschen does not take criticism lightly, with the South African-born executive hitting back on Facebook at those who questioned his recent decisions.
After Cadillac announced it will relocate its headquarters to New York and become a separate business unit, many people from Detroit were not happy with the move and expressed their concerns. That didn’t make de Nysschen back down – quite the contrary.
Cadillac’s CEO answered them with a cutting Facebook post. “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,” de Nysschen wrote.
The executive also tackled the issue of Cadillac’s new naming convention. “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,” the executive wrote.
He also had some sharp words to say about GM retirees who criticized the transformation of Cadillac into 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.” Ouch!
As for the brand’s relocation to New York, Johan de Nysschen said that has nothing to do with Detroit or with where he chooses 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,” the executive wrote.
In the end, he had a warning for his critics. “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.”
Story references: Automotive News
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