Founded in 1942, Cadillac Products Automotive has become an industry leader in creating waterproof  and sound- and impact-dampening materials, particularly for the automotive industry. Its facility in  Roseville recently was recognized by General Motors as its Supplier of the Year.

Founded in 1942, Cadillac Products Automotive has become an industry leader in creating waterproof and sound- and impact-dampening materials, particularly for the automotive industry. Its facility in Roseville recently was recognized by General Motors as its Supplier of the Year.

Photo by Patricia O’Blenes


Roseville business earns honors from GM

By: Brendan Losinski | Roseville - Eastpointe Eastsider | Published August 20, 2019

 Michael Williams, the general manager of Cadillac Products Automotive, leads General Motors clients through a tour of the plant and discusses different forming techniques for the water seals they sell to the automaker for use in their doors.

Michael Williams, the general manager of Cadillac Products Automotive, leads General Motors clients through a tour of the plant and discusses different forming techniques for the water seals they sell to the automaker for use in their doors.

Photo by Patricia O’Blenes

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ROSEVILLE — A Roseville business recently was honored by General Motors Co. with its Supplier of the Year Award.

Cadillac Products Automotive Co. took home the award, which has gone to 127 of the 26,000 businesses that have served as suppliers to the automotive giant. The business focuses on producing waterproof and sound- and impact-dampening materials.

“We make water shields as our primary core product here. It is a sealing solution inside of a door which allows water to enter the door but not enter the interior trim panel,” explained Mike Williams, the general manager of Cadillac Products Automotive Co. “We also make acoustical insulators, energy-absorbing devices, underbody and aerodynamic solutions, and thermal management solutions. What we are mainly celebrating today is our water shielding business with General Motors.”

General Motors officials singled out the hard work, innovation and product quality of Cadillac Products Automotive Co. when deciding to give the company the award.

“You guys are among the best of the best; that’s why you deserve the Supplier of the Year Award,” said Rogerio Negrao, director of global plastics purchasing from General Motors, to several employees. “It’s an honor to be here and hand this to you guys. You work hard every day to make products better and deliver the quality and innovation so we can earn our customers for life and build outstanding products. I’m very proud of the work you do and very proud of Cadillac Products.”

“It’s a great honor,” responded David Fischer, the vice president of marketing and business development for Cadillac Products Automotive Co. “Each supplier to GM consists of a relatively small group of people within General Motors’ total supply base. (Winning) shows us our customer really appreciates what we do and helps bring us opportunities.”

Fischer said he thought Negrao’s assessment was an accurate one and stressed the hard work of the company’s employees for its success.

“(I credit our winning this award with) our ability to innovate to solve their problems. We’ve become sort of their go-to supplier for water management with their doors. We have a good relationship with them and know how to respond to their needs,” he said. “We have a great workforce here, which is a big part of our winning the award. You don’t win awards like this if you don’t have a dedicated group of people supporting you. It’s wonderful to make Macomb one of our homes — this is one of four facilities Cadillac Products has and our largest in production volume.”

Cadillac Products has been in business with General Motors since 1968. Although the Roseville facility opened in 1998, the company has been in business for 77 years.

“It was formed in World War II to support the United States’ packaging needs, particularly with waterproof shipping needs before plastic was invented,” said  Williams. “My grandfather came up with a means of canvas wrapping to ship items across the Atlantic without them rusting. We have since converted into making liners and plastic packing solutions and innovate into the automotive space.”

Jim Williams, the marketing manager for Cadillac Products Automotive, expressed his gratitude toward General Motors for being recognized, and he added how unusual it is for a company their size to win such an award.

“We are very pleased and honored to be Supplier of the Year for General Motors. We’re one of the smallest companies to qualify. Most companies do $100 million total per year, and we did about $60 million of business,” he remarked. “We’ve been very fortunate that we have a great staff that focuses on quality. We’ve won a number of quality awards over the years and this is the second time we’ve won this award from General Motors.”

Macomb County Executive Mark Hackel attended the celebration that Cadillac Products held at its Roseville facility Aug. 2. He said that the company is a perfect example of how a business in southeast Michigan should operate.

“Where we’re at today is remarkable when you stop to think about it,” said Hackel. “This is what we’re all about; we make things in Michigan, particularly in southeast Michigan and in Macomb County. … We have an incredibly talented workforce, one that you’re not going to find anywhere else in the world. … The one thing that resonates (when you speak to) the companies that have been here or have relocated here is they can’t find what they find here in our backyard: the incredibly talented workforce here.”

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