The Truth About Cars » johan de nysschen http://www.thetruthaboutcars.com The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. Tue, 16 Sep 2014 15:29:10 +0000 en-US hourly 1 http://wordpress.org/?v=3.9.2 The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. The Truth About Cars no The Truth About Cars editors@ttac.com editors@ttac.com (The Truth About Cars) 2006-2009 The Truth About Cars The Truth About Cars is dedicated to providing candid, unbiased automobile reviews and the latest in auto industry news. The Truth About Cars » johan de nysschen http://www.thetruthaboutcars.com/wp-content/themes/ttac-theme/images/logo.gif http://www.thetruthaboutcars.com De Nysschen Says Cadillac Will Stick With Pricing Strategy, Confirms New York City Move http://www.thetruthaboutcars.com/2014/09/de-nysschen-says-cadillac-will-stick-pricing-strategy-confirms-new-york-city-move/ http://www.thetruthaboutcars.com/2014/09/de-nysschen-says-cadillac-will-stick-pricing-strategy-confirms-new-york-city-move/#comments Tue, 16 Sep 2014 15:03:50 +0000 http://www.thetruthaboutcars.com/?p=913314 Cadillac’s aggressive pricing strategy is here to stay, according to the brand’s new chief, Johan De Nysschen, and if he has his way, there won’t be major incentives to help juice sales either. Speaking to Automotive News, De Nysschen said “We cannot deny the fact that we are leaving behind our traditional customer base…It will take […]

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Cadillac’s aggressive pricing strategy is here to stay, according to the brand’s new chief, Johan De Nysschen, and if he has his way, there won’t be major incentives to help juice sales either.

Speaking to Automotive News, De Nysschen said

“We cannot deny the fact that we are leaving behind our traditional customer base…It will take several years before a sufficiently large part of the audience who until now have been concentrating on the German brands will find us in their consideration set. Either you have to bring your volume aspirations into alignment with reality and accept that you will sell fewer cars, or you have to drop the price and continue to transact at the prices where you were historically. I think the logical conclusion is that it’s better to build off a very solid base in terms of [product] credibility, charge a fair price for the car and realize you have to wait until the volume comes,”

 

De Nysschen’s strategy is partly based on the playbook he used at Audi, where he oversaw a gradual, deliberate climb from an obscure luxury arm of Volkswagen into Tier 1 luxury brand status, through a combination of engineering, marketing and a focus on interior and exterior design.

The story of Audi is unique due to the fact that it stands in stark contrast to the desire for rapid short-term results in many corners of the auto industry. It’s tempting to think of Audi as an overnight success story, but the reality could not be more different. De Nysschen is hoping to emulate that same pattern of growth, but that will require a fair amount of latitude from GM management, and the commitment to a longer-term vision that has not always been present at the auto maker. De Nysschen also confirmed that some functions will move to New York City, though details were unclear.

According to De Nysschen, he will have a hand in all functions of the brand, from engineering to design to product planning to dealer development. In the short-term, he must deal with relatively poor sales for the brand’s ATS and CTS sedans, ballooning inventories and a pricing strategy that has the new sedans competing head to head with the German brands in terms of sticker price. De Nysschen is willing to play the long game on this last front – but he’ll have to count on GM’s buy-in at every step of the way for it to work.

 

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Bartsch: Infiniti On Track Despite Key Departures http://www.thetruthaboutcars.com/2014/09/bartsch-infiniti-track-despite-key-departures/ http://www.thetruthaboutcars.com/2014/09/bartsch-infiniti-track-despite-key-departures/#comments Wed, 03 Sep 2014 12:00:30 +0000 http://www.thetruthaboutcars.com/?p=905681 Though the departures of Johan de Nysschen and Andy Palmer from Infiniti and Nissan respectively may be setbacks in the premium brand’s overall trek toward becoming a proper player in the luxury game, Infiniti Americas VP Michael Bartsch believes the brand will stay the course in the end. According to Ward’s Auto, Bartsch says Infiniti’s […]

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Though the departures of Johan de Nysschen and Andy Palmer from Infiniti and Nissan respectively may be setbacks in the premium brand’s overall trek toward becoming a proper player in the luxury game, Infiniti Americas VP Michael Bartsch believes the brand will stay the course in the end.

According to Ward’s Auto, Bartsch says Infiniti’s roadmap, as designed by de Nysschen and endorsed by both Palmer and Renault-Nissan CEO Carlos Ghosn, is “locked in.” Further, the plan, and by extension, Infiniti, is greater than the people behind it, with a “collective stewardship of the mission and the vision” in place.

The plan calls for Infiniti to go up against the likes of BMW, Mercedes and Audi by expanding its offerings over the next few years, meeting them in 85 percent to 86 percent of the segments where the German brands currently do battle:

The reality of it is the German brands have fractured the market more than we’ve ever seen. The challenge for Infiniti at the moment is not whether we can build cars for the segment. I think our record shows very clearly we can. It’s not what we currently have, the challenge is what we don’t have. To be an effective player in (the luxury sector), you have to have range. You have to have the bandwidth.

The expansion will begin when the Q30 arrives in showrooms throughout 2015, and will feature redesigns of current vehicles, as well as possibilities for a flagship and a sports car down the line.

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Cadillac Considers Shifting Some Operations To NYC http://www.thetruthaboutcars.com/2014/08/cadillac-considers-shifting-operations-nyc/ http://www.thetruthaboutcars.com/2014/08/cadillac-considers-shifting-operations-nyc/#comments Fri, 22 Aug 2014 13:00:28 +0000 http://www.thetruthaboutcars.com/?p=897858 As part of brand boss Johan de Nysschen’s overall plan to boost its image outside of the United States, Cadillac is considering moving some of its functions to New York City. Reuters reports the move to Manhattan would affect marketing, advertising and strategy, putting physical and cultural distance between the three and the rest of […]

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As part of brand boss Johan de Nysschen’s overall plan to boost its image outside of the United States, Cadillac is considering moving some of its functions to New York City.

Reuters reports the move to Manhattan would affect marketing, advertising and strategy, putting physical and cultural distance between the three and the rest of the brand’s operations in Detroit. The move would also bring new talent that Cadillac may not have obtained if everything remained within the Motor City.

This would not be the first time such a move occurred under de Nysschen’s watch. As head of Infiniti, he moved the brand’s team to Hong Kong in an effort to gain outside input and autonomy beyond parent company Nissan’s influence.

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Official: Johan de Nysschen Departs Infiniti For Cadillac http://www.thetruthaboutcars.com/2014/07/official-johan-de-nysschen-departs-infiniti-for-cadillac/ http://www.thetruthaboutcars.com/2014/07/official-johan-de-nysschen-departs-infiniti-for-cadillac/#comments Fri, 11 Jul 2014 14:59:13 +0000 http://www.thetruthaboutcars.com/?p=863489 Johan de Nysschen, the executive largely credited with Audi’s rise to Tier 1 luxury brand status, has left his post at Infiniti after just two years on the job. He will assume the top job at Cadillac, after former President Bob Ferguson was moved to a new post as GM’s head of public policy. de […]

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Johan de Nysschen, the executive largely credited with Audi’s rise to Tier 1 luxury brand status, has left his post at Infiniti after just two years on the job. He will assume the top job at Cadillac, after former President Bob Ferguson was moved to a new post as GM’s head of public policy.

de Nysschen, who took the helm as Infiniti moved its headquarters to Hong Kong and re-organized its nomenclature (into the confusing “Q” and “QX” lines), was expected to lead a long, progressive turnaround for the brand, much as he did with the once-struggling Audi.

But his departure for Cadillac bodes poorly for a luxury brand that has failed to establish itself in the same way that Lexus has in North America, let alone globally. Witness the confusion around the Infiniti Q50, which was branded as a Nissan Skyline in Japan, despite a supposed push for Infiniti’s entry into the Japanese market.

While de Nysschen cited family concerns as a major motivation (he and his family have strong ties to the United States, having lived there for many years), an Automotive News story suggests that CEO Carlos Ghosn’s extremely ambitious targets may have played a part in de Nysschen’s departure.

Despite that, he will have a challenge on his hands at Cadillac. GM is also aiming for a major push into Europe – and you can bet that de Nysschen’s tenure will be focused on that goal.

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Infiniti Exploring Canadian Assembly Plant http://www.thetruthaboutcars.com/2013/04/infiniti-exploring-canadian-assembly-plant/ http://www.thetruthaboutcars.com/2013/04/infiniti-exploring-canadian-assembly-plant/#comments Mon, 15 Apr 2013 13:31:01 +0000 http://www.thetruthaboutcars.com/?p=484832 It’s no secret that Infiniti is looking to diversify its manufacturing footprint. As part of a broader Nissan strategy to localize production and escape the yoke of yen fluctuations, Infiniti will soon be setting up shop in China and at Nissan’s Sunderland facility in the UK. Next on the list is another North American site. […]

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It’s no secret that Infiniti is looking to diversify its manufacturing footprint. As part of a broader Nissan strategy to localize production and escape the yoke of yen fluctuations, Infiniti will soon be setting up shop in China and at Nissan’s Sunderland facility in the UK. Next on the list is another North American site.

Right now, the Infiniti JX is the lone Infniti product built outside Japan, but that will have to change under Nissan’s new strategy. Infiniti President Johan de Nysschen told the Wall Street Journal that in addition to the United States and Mexico, Canada is also an option for the new plant.

Calling Canada a “compelling alternative”, de Nysschen said

“Canada also has the potential now with free-trade agreements and discussions to be a very viable source of production exports to Europe,”

Canadian Industry Minister Christian Paradis is expected to meet with de Nysschen in Hong Kong this week. A new factory is expected to cost around $2 billion, or about half of what expansion would cost at an existing facility, and would add 2,000 direct jobs. Some government investment would likely be provided in exchange for the plant. Toyota received $34 million from both the Ontario and Canadian federal governments to re-tool an existing plant to produce Lexus SUVs, and that sum was on the very low end of the scale for auto plant investment.

However, Canada offers some advantages compared to the other jurisdictions, namely a looming free trade agreement with the European Union. This arrangement has been cited in the past as a compelling reason for Audi to build Q3s and other vehicles in Mexico, especially those small premium crossovers, which are in demand on the continent.

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