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

The distance a vehicle can travel with a full tank of gas or a single full charge is important to any driver. This is why most carmakers reveal the range...
by - October 22, 2018
More than a year after introducing the widely acclaimed ATS GT prototype at the at the luxurious Salon Privé exhibit, Automobili Turismo e Sport (ATS) has finally presented the final...
by - October 19, 2018
The diesel exodus in Europe continues. Years ago, carmakers have been in a sweeping race to offer more diesel-powered vehicles in the continent, which hunger for such transports seems unending....
by - October 19, 2018
At the 2018 Paris Motor Show earlier this month, Czech carmaker Skoda unveiled the Vision RS Concept. According to Skoda, the new Vision RS doesn’t just show how its RS...
by - October 18, 2018
That was fast! It was only a few days ago when Skoda teased its newest creation – the new all-new Skoda Kodiaq GT coupe-SUV -- through three sketched images. Now,...
by - October 18, 2018