NEW YORK (TheStreet) -- Cadillac is a proven luxury vehicle brand, but it will take many years for it to regain its status as one of the undisputed top brands in the world. That's according to Johan de Nysschen, president of Cadillac, who spoke with TheStreet TV at the Los Angeles Auto Show.
De Nysschen didn't mince words when it came to Cadillac, the flagship luxury brand from General Motors (GM) . Cadillac is not always at the top of the shopping list for customers buying in the higher price range, he told TheStreet's Ruben Ramirez.
There needs to be a balance between production and pricing, in order to preserve long-term sustainable growth, de Nysschen explained. Tighter supply will help that cause -- and Cadillac announced that it will cut one shift from its Lansing, Mich., Cadillac assembly line, which produces ATS and CTS cars.
"It costs a lot of money to produce cars of this caliber," de Nysschen said.
This of course isn't to say that Americans don't like the Cadillac brand. Instead, de Nysschen is determined that Cadillac will regain the top luxury spot it once held. That will take time, possibly 10 years or longer, he said.
The move back to the top starts with having great products, something the automaker has already managed to create, he said. And Cadillac has a clear product strategy through 2020, he explained. The company plans to attack multiple segments of the market, including the more affordable, entry-level segment, as well as the high-end premium side.