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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.
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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."
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