“New product is the lifeblood of any brand,” said Jim Vurpillat, the marketing director for Cadillac, as he took a break during a media drive of the luxury maker’s new ATS Coupe. He and the rest of Cadillac’s management team certainly have to hope so after the unexpected slide the General Motors division has taken so far this year.
The ATS Coupe, a new line of performance models, a flagship sedan, a compact crossover and other new products are moving their way through the Caddy pipeline. But the brand could see the pace of that rollout accelerate in the near future under the guidance of a new global brand boss who will officially join the Caddy team later this week.
Johan de Nysschen, most recently the CEO of Nissan’s Infiniti division and before that head of Audi of America, was brought in as part of a plan to give Cadillac more independence from GM. And company insiders suggest that the South African-born executive negotiated a deal that will also give Caddy more of the product it needs to compete against aggressive German rivals Mercedes-Benz, BMW and Audi, as well as Infiniti, Lexus, Lincoln and luxury upstart Hyundai.