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Cadillac Pushing Boutique Dealerships
- Detroit Bureau, Monday, January 26, 2015 10 AM
New Cadillac President Johan de Nysschen wants to compete with BMW, Mercedes-Benz and others partly by creating “boutique” stores focused solely on Cadillac. The “boutique” concept isn’t a brand-wide makeover. The new plan comes on the heels of his announcement that Cadillac headquarters would be moving from Detroit to Manhattan to affect a change in the perception of the brand: both internally and externally.
