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Cadillac's de Nysschen won't budge on raised pricing

According to new Cadillac boss Johan de Nysschen, it will take between 10 and 15 years to elevate GM's top brand, which was once hailed as "The Standard Of The World," back to prominence in the minds of American customers. And to hear the executive talk of it, the brand is going to have to be willing to see sales falter in the near-term before they recover:
"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."
In other words, sales will fall before they rise, and the brand has to be okay with that. Notice, too, that de Nysschen speaks of "a fair price" for Cadillac cars and utility vehicles. In this case, "fair" means more than many of the brand's traditional buyers are accustomed to, and roughly in line with the brands and machines Cadillac believes it is competing against. For instance, the newly enlarged 2014 CTS carries a suggested retail price that is over $6,000 higher than it was in 2013, and some trim levels boast an even higher price premium over the models they replace.

Cadillac president reveals XTS sedan refresh, flagship vehicle plans

Update: The second paragraphed has been changed from the original text to make it clear that de Nysschen, not Autoblog , claimed the report by The Detroit Bureau is inaccurate. Cadillac has been on a tear ever since the automaker poached Johan de Nysschen from Infiniti, becoming a more profitable automaker while delving deeper into the luxury market. While some reports indicate that Cadillac may be limiting its lineup, de Nysschen just put everything out in the open. In the comment section of an article by The Detroit Bureau that claimed Cadillac would cut its lineup down, de Nysschen stated the report was inaccurate and outlined the automaker's future. The Cadillac CEO wrote "Some of what you report is correct, some incorrect, most is conjecture." A Cadillac spokesperson confirmed that de Nysschen did write the comment, but did not comment on any of the details. The Detroit Bureau's Paul Eisenstein told Autoblog that he stands behind the information in the report. In any case the most interesting tidbit in de Nysschen's comment is the major refresh for the Cadillac XTS. The news directly contradicts previous reports that indicated the XTS would be killed off by 2019. In Cadillac's pursuit to add some space between it and GM, the XTS was expected to get the axe in favor of more profitable vehicles. The sedan, which was introduced in 2012, shares its underpinnings with the latest generation of the Chevrolet Impala. To the contrary, Nysschen stated that "We ARE planning a major refresh for XTS." What the major refresh will bring the aging sedan is still a mystery, but the vehicle isn't dying. The move to keep the XTS in its lineup is a bit of a surprise as Cadillac has filled its lineup with track-oriented sports cars, rear-wheel-drive sedans, and extravagant crossovers. The boat-like XTS with its front-wheel-drive layout and available all-wheel-drive system sticks out like a sore thumb, even if it were to receive a major overhaul. The only real explanation is that Cadillac hopes the vehicle will still appeal to its old-school customers that are unwilling to compromise interior space and ride quality. In our most recent review of the XTS, we thought the luxurious sedan was a great long-distance cruiser, but not a talented sports car – no surprises there. It's unlikely that Cadillac will focus on driving pleasure with the refreshed XTS, focusing instead on pure comfort and luxury.

Cadillac CT6 shows its face in 2015 Oscars ad [w/video]

Have you been watching the 2015 Oscars? No? Then you've missed your very first look at Cadillac's long-awaited flagship, the imaginatively named CT6. Don't worry folks, we've got the entire spot, titled The Daring: No Regrets, available below. Marking the start of the new Dare Greatly campaign, the 60-second spot will be joined by three others during the Oscars' broadcast, and features a number of unconventional luminaries from the worlds of fashion, finance, technology and film, contrasting their common beginnings with their exceptional accomplishments. It's a powerful spot... and then the CT6 arrives. Asking "How dare a 112-year-old carmaker reinvent itself," a white CT6 is spotted (viewed through what looks like a bad Instagram filter) cruising slowly down a New York (we assume) street. The car itself is big and wide – properly American and Cadillac in its proportions – and features a very handsome evolution of the latest CTS' styling, with a new take on the brand's distinctive headlight and grille design. Have a look at the photo above, watch the ad and let us know what you think of both the commercial and the car that stars in it, down in Comments.