After gathering ideas, GM decided to go the luxury route. The segment only accounts for 10% of sales but inhales 50% of profits, and that kind of cash was sure to keep GM from collapse. As Economics 101 will tell you, one must spend money to make money, so GM threw $12 billion at Cadillac. For that kind of money, the General bought itself an upgraded model lineup and put Johan de Nysschen, the ex CEO of Audi credited with restarting the company’s pulse in the US, on the payroll. Unfortunately, things didn't work out
. While the early 2010s saw double-digit growth in the luxury segment as consumer confidence and spending increased following the recession, Cadillac experienced a dismal 2% sales increase from 2013 to 2014.