By Nathan Bomey

Detroit Free Press

General Motors has insisted that moving Cadillac's headquarters from Detroit to New York is a strategic move, but a Michigan economic development official said Thursday it is driven by Cadillac top executive's desire to live in the Big Apple.

Michigan Economic Development Corp. car czar Nigel Francis said he's "99% sure" Johan de Nysschen, Cadillac president, just didn't want to move to Detroit.

"One of his conditions might have been I want to work from where I live," said Francis.

It's not the first time de Nysschen has moved a brand away from its corporate parent — and not the first time he's moved a company away from Detroit.

In 2007, he shifted Audi's U.S. headquarters from Auburn Hills to Herndon, Va. In 2012, he moved Infiniti's headquarters from Japan to Hong Kong.

A respected veteran marketing executive who helped boost Audi's sales in the U.S., de Nysschen's decision to come to GM was considered a coup for the company.

"I think the world of Johan because of what he did at Audi and what he was already starting to do at Infiniti," IHS Automotive analyst Tom Libby said. "He has a lot of confidence that comes from proven success at all those other brands."

GM denies that de Nysschen's personal preferences dictated the move, nor was the move to New York a condition of de Nysschen accepting the job, said Mark Reuss, GM's head of product development.

Cadillac spokesman David Caldwell said the idea of moving Cadillac's marketing to New York preceded de Nysschen's arrival.

"I don't know if the two gentlemen have ever met, let alone discussed each other's personal preferences in detail," Caldwell said in an email about Francis' comments.

Francis said he has met de Nysschen.

"He's actually a very nice guy," Francis said. "He's not the sort of person who would take a stab at somebody."

Audi's 2007 move to Virginia resembles Cadillac's move to New York in that Audi moved about 100 positions to Herndon, but kept some engineering jobs in metro Detroit.

Cadillac expects to staff the New York office with 100 people and will keep engineering and manufacturing in metro Detroit. GM makes four of the brand's seven models in Michigan and says better marketing designed in New York eventually will lead to more Michigan jobs.

"One of Johan's biggest responsibilities is product — the most important thing we do," Caldwell said. "Work that occurs in design and engineering centers in (the) Detroit area."

Reuss and GM CEO Mary Barra have said that improving Cadillac sales — which are down 5% this year — is a key priority for GM.

Dave Cole, chairman emeritus of the Center for Automotive Research, said Cadillac needs to connect with customers on the West and East Coasts and a New York office focused on sales and marketing might help do that.

"Whether it's Mark Reuss or Mary, the whole team — if they did not think it was the best thing for Cadillac, they wouldn't do it," Cole said. "It's a relatively small operation. If they can add a little bit to Cadillac's fortunes, it's a good move."

Contact Nathan Bomey: 313-223-4743 or nbomey@freepress.com. Follow him on Twitter @NathanBomey.