The General Motors brand Cadillac is moving its headquarters from Detroit to New York in early 2015. The shift comes as the brand seeks a fresh identity in the luxury market, as the car line looks to enter new countries and appeal to younger buyers.
Currently, most of Cadillac’s functions are part of the rest of GM, and its headquarters is at the Renaissance Center. Many Cadillac operations will stay at the GM Warren Tech Center. The new SoHo office will include space for events and loft offices in the second quarter of 2015.
The new headquarters will employ 120 workers, with thirty of them transfers from the Michigan office. The rest will be new hires.
This is not the first time one of Detroit’s Big Three has sought a new location to help jump-start a brand. In 1998, Ford Motor Co. announced it would move Lincoln and Mercury headquarters to trendy southern California. But the move was short-lived. In 2002, Ford moved Lincoln-Mercury headquarters back to Dearborn.