Cadillac House was used as a year-round product showcase and event space to connect with potential buyers.
UPDATED: 9/26/18 3:03 pm ET – adds details
DETROIT — General Motors is moving Cadillac’s headquarters back to Michigan roughly three years after the brand moved to New York City’s trendy SoHo neighborhood.
The decision comes less than six months after GM executives ousted Cadillac President Johan de Nysschen, a former Infiniti and Audi executive, in exchange for Steve Carlisle, a GM lifer who most recently led the automaker’s Canadian operations.
Cadillac on Wednesday confirmed that the automaker has decided to relocate the luxury brand’s headquarters back to Michigan, citing the move “will further support” the brand’s upcoming launch cadence of a new or redesigned vehicle every six months through 2020.
A GM confirmed that Cadillac will move to a location near the GM’s technical center in Warren, Mich., north of Detroit. A probable location would be the former headquarters of longtime GM ad agency partner Lowe Campbell Ewald in Warren, Mich., north of Detroit. GM bought the 150,000-square-foot building for $2 million in 2014.
“The move will place the Cadillac brand team closer to those responsible for the new Cadillacs, including design, engineering, purchasing and manufacturing, ensuring full integration of Cadillac’s global growth strategy,” Cadillac said in an emailed statement to Automotive News.
GM says Cadillac will maintain a brand presence in New York City with its current Cadillac House headquarters, which the company reportedly leased for 10 years and spent $12.7 million to renovate.
It’s unclear how many of the brand’s roughly 110 employees in New York will relocate to the Detroit area. A Cadillac spokesman declined to comment past the company’s statement.