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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.

Brock Lesnar does M. Bison impression on Cadillac CTS

There's no doubt that a huge amount of physicality is required to survive night after night in the ring as a professional wrestler. Conversely, the storylines that tie all the action together are as staged as any soap opera. However, there's nothing fake about watching two axes being embedded in a Cadillac CTS by WWE wrestler Brock Lesnar. Lesnar's prodigious brawn was really putting this luxury sedan out of its misery, though. With matte black stripes on the hood, fake fender vents, camouflage along the side, and a decal proclaiming "Redneck" on the windshield, this particular Cadillac was far from the standard of the world. In favor of the CTS' build quality, Lesnar's hatchets didn't immediately do quite as much damage as you might expect, and he had to take several swings to achieve the destruction here. If you think that destroying a sedan one piece at a time sounds like something from a video game, you aren't alone. Someone else noticed a definite similarity to the bonus round from Street Fighter 2 where you get points for beating up a car at the dockside until it falls apart. Appropriate sound effects were even added, but having Lesnar throw a few pixelated fireballs would have been a nice inclusion, too. For the significantly longer, original version, check out the one embedded below. After Lesnar crushes the CTS, the actual wrestling does eventually ensue. The Caddy even briefly acts as a prop for some of the action.

Cadillac president Johan de Nysschen expands on brand's future

Cadillac president Johan de Nysschen chatted with journalists at a recent roundtable, expounding on everything from domestic racing to Chinese manufacturing. The brand's been doing a slow burn on rolling out new products and increasing sales, but admittedly, there was a lot of work to do. After closing out last year 0.8 percent down in the U.S., the domestic luxury brand is more than 5 percent up so far this year, thanks to healthy double-digit bumps for the ATS and Escalade, and increased fleet sales. Globally, the brand's doing 21 percent better. The XT5 still outsells everything, though. Asked about slow sedan sales, de Nysschen cited a few reasons, one of them "energy prices," which are low enough to fuel the crossover craze. You can also read that as another admission that Cadillac doesn't have enough crossovers to please the crowds, a fact the XT4 will soon address. Yet de Nysschen also pegged the sedan malaise on "younger consumers who really are less tuned into dynamics and handling and all of those things that used to excite enthusiasts. It's more about the way cars complement and enable their lifestyle now." He topped that with a take on U.S. roads, saying, "I also have to say it may also be influenced a little bit by the decay of America's infrastructure. When roads no longer support high-performance sport sedans and ultra-low-profile rubber, people are going to respond to it." Those latter takes seem wide of the mark. Yes, BMW is the established leader, but the Munich carmaker sold 8,806 3 Series' so far this year in all variants, compared to 2,543 ATS coupes and sedans. Mercedes-Benz has sold 8,366 C-Class models so far in all variants. As for infrastructure, yes, it's a mess, but AMG sales rocketed up nearly 50 percent in the U.S. last year, nearly 10 percent of overall Mercedes sales, and the Three-Pointed Star expects that to rise again this year. People are buying sedans and performance models. They simply aren't buying enough of them with Cadillac badges. Cadillac has no plans to go racing in Europe since the brand doesn't have the kind of presence there to justify the investment. De Nysschen said they'll stick with the Daytona Prototype International formula in the U.S. domestic scene, and continue with the tech transfer from race to road.