As we’ve mentioned before, Cadillac has a solid lineup that’s growing. And currently, their biggest issue is not internal, but external, and trying to convince people that a brand such as Cadillac, (which has a changing image) is a brand with such stalwart products, is no short order.
“I have a really, really realistic chance to establish Cadillac to what it never was, a really global premium brand that is on eye level with all the other premium competitors,” said Uwe Ellinghaus, Cadillac’s new marketing chief.
Part of this issue is that 9 out of 10 Cadillac sales are either in the United States, or China. Europe has not yet become very accepting of Cadillac, thanks to the big German 3’s presence.
“People know Cadillac, people like Cadillac, but they don’t find Cadillac always particularly relevant,” he told Reuters. “This is something that communication … can easily overcome. It just takes time.” Considering time, the short-term plan is to further develop the two strong markets, the United States and China. The long-term strategy is to eventually persuade the weaker markets that Caddy is a viable option for them.
Ellinghaus says that Cadillac is ranked as no. 4 in U.S. luxury sales, and in order to become no. 1 once again, it would take five to ten years. Unfortunately, Cadillac has not held that position for 16 years now.
“It’s not too late,” he said. “The brand has a cachet and a prestige that is already a good prerequisite for building its emotional character even further.” We think that means that people get really emotional when they hear the sound of a CTS-V. Whatever it means, Cadillac continues to gain steam. Watch out, BMW, Mercedes, and Audi.