Earlier this week, General Motors named former BMW marketing executive Uwe Ellinghaus as Chief Marketing Officer for Global Cadillac. Now, Ellinghaus has said that he intends to keep Cadillac’s current ad agency, the brainchild of three Interpublic agencies known as Rogue, for the time being.
“I have no plans for the time being to change” (the ad agency), Ellinghaus told Bloomberg. “Give me some time to assess the situation, to assess my own people and the agency network. For the time being, of course, we’ll continue to work with Rogue.”
The hiring of Ellinghaus is part of Cadillac leader Bob Ferguson’s plan for Cadillac to compete alongside Audi, BMW and Mercedes in the U.S. and China. Though marketing isn’t exactly the main reason people buy cars.
“As great as these cars are they’re almost a little ubiquitous,” Ellinghaus said of Cadillac’s competitors. “Design is No. 1 purchase reason in China. It’s No. 1 purchase reason in Europe and it’s No. 1 purchase reason in the U.S.”
According to Bloomberg, Cadillac delivered 148,206 cars in the U.S. through October, trailing behind Mercedes which sold 245,125 units, BMW (240, 139), though ahead of Audi (127, 412). To note, Cadillac currently has the smallest brand portfolio of the lot.
Ellinghaus role is effective starting January 1.