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

Dubai is one of the few countries where expensive cars are the norm, many of which are specially modified as well. And this just in: Bentley has debuted the new...
by - November 21, 2017
The 2018 Jaguar XEL with its stretched-out wheelbase and longer doors is the newest addition to the growing list of premium sedans in China---joining the ranks of Mercedes-Benz C-Class L,...
by - November 21, 2017
Honda this week announced that its all-new 2018 Clarity Plug-in Hybrid will arrive at US dealerships with a starting price of $33,400 beginning on the first of December. Because the...
by - November 21, 2017
Lamborghini had been expected to refresh its entry-level model – the Lamborghini Huracan – in late 2018 or early 2019. But here is some good news for fans of the...
by - November 20, 2017
The Chevrolet Corvette will be turning 65 years old in 2018, and as part of the celebrations, the brand is introducing a special edition C7 – the Chevrolet Corvette Carbon...
by - November 19, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries