Under President Mark Reuss General Motors has worked for ten years to restore Cadillac as the leading American luxury brand. From the GM design headquarters of the 1950s Reuss spoke about Cadillac’s mission to regain its “standard of the world” position which BMW and Mercedes-Benz and Tesla currently hold. He stressed the cultural value of the brand by pointing out that there are few American luxury brands.
The 2015 Cadillac strategy received its final refinement in 2018 through which the brand established its own distinct product line that includes exclusive interiors and electric vehicles and sporty sedans and the iconic Escalade. Cadillac maintains a threefold sales advantage over Ford’s Lincoln brand in the United States despite facing obstacles in China and electric vehicle market adoption. Reuss serves as the “spiritual leader” of the brand while he handles both regulatory challenges and financial limitations.
The luxury market’s lucrative profit potential and prestige factor demand Cadillac’s successful revival for GM to thrive. The company maintains a distinct direction with focused products which enables it to compete worldwide but Reuss recognizes that complete restoration of its former status remains a work in progress.
