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Johan de Nysschen tells his side of the story

Automobile snagged time with ex-Cadillac, Infiniti, and Volkswagen of America boss Johan de Nysschen. General Motors decided to part ways with de Nysschen on April 18, 2018, after the German spent four years in charge of America's luxury brand. The longtime auto exec is a polarizing figure for enthusiasts, who seem to take a mostly negative view of his work at Infiniti and Cadillac. However, there's no denying de Nysschen is frank, and in the Automobile interview he puts an insider's perspective on a big bag of issues we can only speculate on. One of the biggest bombshells in the interview was that it wasn't de Nysschen's idea to move Cadillac to New York: "When I was recruited, I was informed that the company would relocate to New York," he said. Previous GM CEO Dan Ackerson had made the decision before hiring de Nysschen, then Ackerson let his new hire make the announcement. The big change came only two years after de Nysschen had taken over Infiniti after insisting Nissan's luxury brand move to Hong Kong. De Nysschen explained Cadillac's NYC move with the same rationale as Infiniti's Hong Kong move, so everyone assumed the new guy was doing his usual. He explains in the interview that after the move, "Folks who rooted for Detroit felt betrayed. Cadillac had an enemy." And that became a problem. He has nothing bad to say about GM or Cadillac, believing on the contrary that "GM is in a good position going forward." But he brought clarity to some of Cadillac's struggles. Among the issues was GM's "very vigorous" post-bankruptcy test for green-lighting a project. Another was the lack of specialization for the luxury arm. "Engines were generically developed with the Chevy brand in mind," he said, "and, then, 'Okay, well, yeah, it's good enough for Cadillac.'" That carried over into haphazard technology rollouts. "GM didn't have a specific technology roadmap aligned to particular brands," he said. "The process was, as they were developing new technologies, they would look at what product's launch date would be aligned with the maturation date and market readiness of a technology and go with it, whether Buick, Chevy, or what have you." De Nysschen worked to end such generalized approaches, which is how we get Cadillac taking the GM lead on technology and electrification.

Cadillac picks Publicis as new agency of record, continues cutting ties with Campbell Ewald

Cadillac is setting itself up for major changes in the coming years with its decision to hire Johan de Nysschen as the brand's new boss and moving some of the staff to new digs in the trendy SoHo neighborhood of Manhattan. With those two big shifts in place, there's one more on the way with the company's announcement that Publicis Worldwide is now its global creative agency of record, effective immediately. The firm replaces former, long-time General Motors associate Campbell-Ewald; now a portion of Lowe and Partners. "This appointment is designed to accelerate the global expansion and elevation of Cadillac into a truly global luxury brand," said Cadillac Chief Marketing Officer Uwe Ellinghaus in the company's announcement. "We have spent much of this year refocusing on the core values of our brand." Although, some work may remain at Lowe and Partners for now. According to Cadillac spokesperson David Caldwell via email to Autoblog: "The bulk of work makes this shift. It is possible that maybe a small individual smaller project or two might still be handled by Lowe. Not certain yet." The fruit of this new partnership shouldn't take long to mature, either. "We will have substantially new marketing and brand identity work in early 2015." said Caldwell. According to Ad Age, Cadillac's advertising had been handled by Lowe and Partners, Campbell-Ewald in Detroit (now entirely part of Lowe) and Hill Holiday. Caddy had a relationship with the agency since 2013 but has changed firms several times in 2006. GM had a long collaboration with Campbell-Ewald, though. Chevrolet was its partner for nearly a century until the automaker also jumped to Publicis in 2010. The firm was responsible for campaigns like, "The Heartbeat of America", "Like A Rock" and "An American Revolution." Scroll down to read Cadillac's full announcement of the change. Cadillac Appoints Publicis Worldwide 2014-12-04 DETROIT – Cadillac announced today the appointment of Publicis Worldwide as its global creative agency of record. Publicis Worldwide is the largest creative agency of the Publicis Groupe network and its appointment to Cadillac is effective immediately. A fully dedicated team, comprising key managers from Publicis Worldwide, will lead the account and have access to specialist and premium resources within the larger Publicis Groupe.

Junkyard Gem: 1981 Cadillac Eldorado with V8-6-4 engine

Skyrocketing fuel prices caused by geopolitical events in 1973 and 1979 led to gas lines, federal fuel economy requirements, and an increasing reluctance on the part of American car shoppers to buy big, thirsty Detroit luxury machines. General Motors had pulled off some amazing technological feats in the past — the small-block Chevrolet V8 engine and Hydramatic transmission being two extraordinarily successful ones — and so Cadillac's bosses figured that a combination of computer wizardry and clever mechanical engineering would give the 368-cubic-inch Cadillac V8 a cylinder-deactivation system and resulting superior fuel economy. Here's a very rare example of one of those 1981 Cadillacs, found in a California self-service wrecking yard. The idea behind the V8-6-4 was that computer-controlled solenoids would physically disengage the rocker arms for one or two cylinders on each engine bank under low-load conditions, converting the engine from a 368-cube V8 to a 276ci V6 or 184ci V4 (that's 6.0, 4.5 or 3.0 liters, respectively, for the metric-system aficionados among us). This sort of variable-displacement magic is commonplace today, but it was science-fiction stuff in 1981. An "MPG Sentinel" display on the dash would let the driver know how many cylinders were active at the moment, and the car would get Chevy Citation fuel economy with Cadillac luxury. The V8-6-4 was the standard engine in all 1981 Cadillacs (except for the Seville, which had the troubled Oldsmobile diesel engine as the base powerplant and the V8-6-4 as an option). Unfortunately, the V8-6-4 worked about as well as the Oldsmobile diesel: very poorly. Within a few years, most owners of these engines had disconnected the rocker-deactivation solenoids and just drove their cars as regular full-time V8s. This one has the snazzy "Cabriolet Roof Treatment" option, which boasted "textured elk grain" vinyl and could be had in one of 17 available colors. Front-wheel drive gave the early-1980s Eldorado plenty of interior space, despite its more proletarian Olds Toronado origins, and these velour-covered seats made for very comfortable road trips. The price tag started at $17,550, or about $51,650 in 2019 dollars. The 1981 Imperial went for $18,311, and that car was based on the same platform as the lowly Plymouth Volare. Meanwhile, A BMW 733i cost $28,945 and a new Toyota Cressida a mere $11,599. The 1981 Cadillacs were just a little too much ahead of their time, it turned out.