Cadillac President Johan de Nysschen said the luxury division needs to expand its portfolio, but that will take time and require patience.

Call it Cadillac’s “3P” strategy. The maker plans to roll out an assortment of new products – with an emphasis on utility vehicles – to drive its profits. But brand boss Johan de Nysschen also stressed during an industry conference that analysts and investors will need to show a little patience.

The South African-born executive has been shaking things up since jumping ship from Infiniti last year. His most immediate move was to relocate Caddy headquarters from Detroit to New York City, ostensibly to get closer to its target buyers. In April, the Big Apple also served as the backdrop for the debut of Cadillac’s new CT6 flagship sedan.

Speaking at the J.P. Morgan Auto Conference in Manhattan, de Nysschen acknowledged that Caddy suffers from “a very narrow product portfolio,” one requiring it to launch a “massive product offensive.” The CT6 is just the beginning.

Like its luxury rivals, the maker has put an increasing emphasis on sport and crossover-utility vehicles, reflecting the dramatic switch that has led even Aston Martin, Bentley, Maserati and Rolls-Royce to plan utes. By decade’s end, expect to see five new or completely redesigned utility vehicles in the Cadillac showroom, including a compact model along the lines of the Lexus NX, BMW X3 and the MKC, the most successful new product cross-town rival Lincoln has had in years. A completely new take on the current Cadillac SRX also is in the plans.

The Cadillac CT6 PHEV will be the first in an assortment of plug-in models to follow.

Caddy isn’t walking away from passenger cars. A small model underneath the current base ATS line, is under development, de Nysschen recently confirmed in an interview with TheDetroitBureau.com, as is a flagship model to bookend the brand above the upcoming CT6. But more niche-like products, such as a convertible, are not in the near-term plans.

Cadillac experienced some setbacks during de Nysschen’s first year. The brand has been rebounding in recent months, and the new boss is forecasting that sales will grow from a 2015 estimate of around 300,000 worldwide to 500,000 by the end of the decade. Over the same period, he expects to see the marque’s global marketshare jump from the current 3.4% to around 5%.

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De Nysschen stressed that patience is needed, as this clearly won’t be an overnight turnaround. But by the end of 2017, the goal is give investors more insight into how things are going by breaking out Cadillac’s earnings as if it were an independent operation.

“For now, you’ll have to accept my assurances that Cadillac at this state makes a very sizeable contribution to the overall profit at General Motors,” de Nysschen suggested.

It has helped that the maker has been cutting its incentives – Caddy is, in fact, the only luxury brand to do so this year, the average giveback still at $5,201 per vehicle compared to $6,313 for BMW and $5,606 at Mercedes-Benz. That’s still substantially more than the $4,556 offered by Lexus and $3,170 incentives at Audi, however.

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The move to New York not only puts Caddy closer to potential customers but also places more distance between its executive offices and the Detroit Renaissance Center headquarters of General Motors. Insiders have long grumbled that prior plans to revive the once-dominant luxury brand were thwarted by GM micromanagement.

Moving forward, de Nysschen promised, Cadillac will have “a far higher degree of autonomy and self-sufficiency.”

The fact that he was allowed to take steps that cut into sales last year – such as reducing incentives – without being slapped down is seen as a sign that de Nysschen has the strong support of GM CEO Mary Barra and her second-in-command Dan Ammann. Indeed, Ammann was the man who recruited the South African exec away from Infiniti.

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But like investors, it remains to be seen how much patience GM management will have if Cadillac doesn’t meet the aggressive targets de Nysschen outlined.