DETROIT — Cadillac wants a jolt from the city that never sleeps.
General Motors’ 112-year-old luxury car division, founded in Detroit and named for the city’s founder, is moving its headquarters to New York.
Cadillac, which has been steadily losing sales to its German rivals, wants to get closer to its ideal buyers. Executives and marketing staffers will set up shop in a loft office in Manhattan’s trendy SoHo neighborhood starting next year.
“There is no city in the world where the inhabitants are more immersed in a premium lifestyle than in New York,” Johann de Nysschen, the brand’s new president, said. “It allows our team to share experiences with premium-brand consumers and develop attitudes in common with our audience.”
Cadillac will become a separate business unit.
