Cadillac marketing chief Uwe Ellinghaus to sharpen brand identity around design

Article by Christian Andrei, on November 11, 2013

Cadillac can regain leadership of the U.S. luxury market if it comes out with a revitalized vehicle lineup with a stronger brand identity, according to recently named new marketing chief Uwe Ellinghaus. When interviewed by Automotive News, he cited the car of the year award given by Motor Trend to the 2014 CTS sedan, saying that it’s a “good start.”

However, 44-year-old Ellinghaus (who used to be a BMW marketing executive) said that the recognitions for its quality are not enough to win over customers. He believes that people won’t enter dealerships if they don’t think that the brand is relevant. Ellinghaus’ appointment takes effect on Jan. 1. He will be reporting to global Cadillac chief Bob Ferguson.

He said that he seeks to sharpen Cadillac's brand identity around the distinct design of its vehicles. He said that being unique is Cadillac’s best competitive advantage since the other premium manufacturers are far more mainstream. San Diego research firm Strategic Vision conducted a survey, which determined that Cadillac buyers already place a bigger premium on styling than those of other luxury automakers.

In 2012, 71 percent of Cadillac buyers chose exterior styling as an “extremely important” factor in their choice. On the other hand, only 50 percent for BMW buyers and 47 percent for Mercedes buyers selected this reason.

Alec Gutierrez, senior analyst at research firm Kelley Blue Book, said that it’s a huge challenge for Cadillac to attract those who already drive Germany luxury brands. He thinks that Cadillac is releasing the right products but since these luxury import buyers are “fairly well entrenched,” they’re likely to switch to a German brand.

Topics: cadillac, design

If you liked the article, share on:


Login or Create new account to add a comment!


It wasn’t too long ago when Maserati took the wraps off what appears to be the most gorgeous concept coupe ever made. The Alfieri coupe premiered at the 2014 Geneva...
by - October 23, 2016
Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016