Former BMW executive Uwe Ellinghaus is new chief marketing officer for Cadillac

Article by Anita Panait, on November 7, 2013

General Motors has tapped Uwe Ellinghaus, a former executive at BMW, as the new chief marketing officer for its Cadillac luxury brand, which is seeking to capture import-minded customers. Ellinghaus is a 14-year marketing veteran at BMW who had held a number of posts like head of brand strategy from 2010 to 2012.

He also worked for BMW’s Mini and Rolls-Royce brands. Bob Ferguson, senior vice president of global Cadillac, said in a statement that Ellinghaus’ expertise in marketing and luxury brand building will help the luxury brand extend its growth globally. Prior to GM, Ellinghaus was based in Hamburg, Germany, as executive vice president of marketing and sales for Montblanc International.

Ellinghaus' appointment to Cadillac came three months after its former chief marketer, Don Butler, left for personal reasons. GM’s luxury brand has been rebuilding its vehicle portfolio – with a greater emphasis on performance -- to be able to compete against BMW, Mercedes-Benz and Audi.

Despite the critical acclamations received by its ATS compact and CTS mid-sized sedan, many analysts and dealers think that the Cadillac's marketing is struggling to get rid of its reputation as a brand for older buyers wanting a big, comfortable ride. Ellinghaus said in the statement that Cadillac has “a new momentum and energy, embodied in its new products," creating a unique opportunity to build the luxury brand globally.

In October, Cadillac tapped Bill Peffer, a former Nissan executive, as vice president of US sales and service. Peffer will replace Chase Hawkins, who exited Cadillac in June. Cadillac posted a 27-percent hike in sales in the United States in the first 10 months of 2013 to 148,206 units, boosted by its overhauled and expanded product lineup. GM is currently making a push for Cadillac in China, with an aim of tripling sales in the country to 100,000 units by 2015.

If you liked the article, share on:

Topics: bmw, cadillac, marketing

Comments

Recommended

At Aston Martin, there is the Valkyrie. In the near future, there might also be a Valhalla. Another name that starts with letter “V,” the Valhalla has just been reserved...
by - November 16, 2018
The up-and-coming Audi E-tron GT four-door sports car is one of the electric cars that the premium carmaker has promised to deliver before 2025. But as early as now, some...
by - November 15, 2018
Magneti Marelli S.p.A., the high-end maker of automotive parts and components, will be soon own by a Japanese company. This comes as it current owner, Fiat Chrysler Automobiles has inked...
by - November 15, 2018
It has already been months since Czech carmaker Skoda unveiled the comprehensively refreshed – both in terms of design and engineering -- Fabia hatchback. Now, the car company will be...
by - November 14, 2018
After VIN registrations revealed months ago that Porsche was planning a new 718 Cayman T, new details have surfaced that about the hardcore model. According to a report by Auto...
by - November 14, 2018