Dare Greatly embodies a bolder point of view. A forward-looking curation of progressive culture, distinguished design and innovations that move us forward—it represents everything we’re passionate about in the world and inspires us as we shape our future.

Moving Forward

To once again become the standard for excellence around the globe, we cannot follow any of the examples set by the luxury market “establishment.”

In the words of one of the great American presidents, Theodore Roosevelt: “It is not the critic who counts.” Only those who are willing to accept risk, who have the courage to dare greatly, shape the future.

At Cadillac, we are about shaping our future, and with it, the future of the luxury automobile industry.

Johan de Nysschen

president, cadillac