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Exclusive: Cadillac boss de Nysschen gives us his take on the hybrid luxury coupe and its future.
Auto World News
By: Jeff Jablansky
November 25, 2014
Since Johan de Nysschen was named as president of Cadillac in July 2014, the South African-born executive—formerly of Audi and Infiniti—has toiled to begin a total repositioning of the American luxury brand. In turn, de Nysschen has to bear the brunt of decisions made toward that end. He's made news for his defense of the brand headquarters' upcoming move to New York, a full-scale renaming of the product line, and his vision for Cadillac's competitive set.
But de Nysschen has remained cautiously quiet about the ELR, Cadillac's first foray into the plug-in hybrid market that has failed to deliver particularly strong sales. Critics chide the ELR for being priced out of the realm of affordability in the hybrid market-even among most luxury cars-with a starting price of $75,000 before electric vehicle incentives. As of October 2014, Cadillac only managed to sell 1037 ELR plug-in hybrids.
At the Los Angeles auto show, we sat down with de Nysschen for his direct take on the ELR, its future, and the dealer network charged with its success.
Full article available at link.
Auto World News
By: Jeff Jablansky
November 25, 2014

Since Johan de Nysschen was named as president of Cadillac in July 2014, the South African-born executive—formerly of Audi and Infiniti—has toiled to begin a total repositioning of the American luxury brand. In turn, de Nysschen has to bear the brunt of decisions made toward that end. He's made news for his defense of the brand headquarters' upcoming move to New York, a full-scale renaming of the product line, and his vision for Cadillac's competitive set.
But de Nysschen has remained cautiously quiet about the ELR, Cadillac's first foray into the plug-in hybrid market that has failed to deliver particularly strong sales. Critics chide the ELR for being priced out of the realm of affordability in the hybrid market-even among most luxury cars-with a starting price of $75,000 before electric vehicle incentives. As of October 2014, Cadillac only managed to sell 1037 ELR plug-in hybrids.
At the Los Angeles auto show, we sat down with de Nysschen for his direct take on the ELR, its future, and the dealer network charged with its success.
Full article available at link.