Mexican Media Brands
Cadillac’s Marketing Plan: Push Luxury, Not Cars
The man in charge of steering the Cadillac brand's image realignment says the effort will focus on equating the nameplate with "luxury" in general.
#marketing
Share
The man in charge of steering the Cadillac brand's image realignment says the effort will focus on equating the nameplate with "luxury" in general.
Uwe Ellinghaus
"We want to build the first luxury brand that just happens to make cars," marketing chief Uwe Ellinghaus tells Automotive News. He says he is staffing up with people experienced in luxury brands in other industries, adding, "We have more than enough petrolheads."
Ellinghaus emphasizes that Cadillac must exude consistent confidence, even as it plunges into what he describes as years of work to build a competitive product lineup. The effort will emulate the marketing practices of German luxury car brands and bring Cadillac's portfolio into alignment with those of its competitors, he says.
Ellinghaus wants to position Cadillac as "bolder and more optimistic" than German luxury brands. But he vows to avoid confusing phrases such as "American luxury." Declares Ellinghaus, "If you need to say that you are luxury, you are not luxury."
RELATED CONTENT
-
PSA Could Begin Selling Opel Models Outside Europe in 2018
PSA Group says it could begin marketing certain Opel-brand cars outside Europe as soon as next year under terms of its acquisition of the company from General Motors Co.
-
GM to Import Chinese-Made Cadillac Plug-in Hybrids
General Motors Co. plans later this year to ship plug-in hybrid versions of its just-introduced Cadillac CT6 sedan from China to the U.S., says Uwe Ellinghaus, the brand’s marketing chief.
-
Ford May Help Market Deutsche Post’s Electric Delivery Vans
Deutsche Post DHL Group’s electric van, which rides on a Ford Transit van platform, could get a marketing boost from Ford Motor Co., says Automotive News Europe.