Cadillac isn’t playing dumb. The luxury brand knows its in dire need of new products, specifically in the hot crossover and SUV space, but those vehicles won’t be arriving until next year. So, what’s a brand to do in the meantime? Build and shift perceptions.
That is Cadillac chief marketing officer Uwe Ellinghaus’ job for 2017. The marketing executive recently told of how he plans to continue building the brand through its “Dare Greatly” marketing motif and with a greater ad presence.
Ellinghaus spoke to Nasdaq regarding what 2017 means for the brand and how it plans to utilize the time before all-new product begins to arrive for the brand. Specifically, the Cadillac CMO said in no way is 2017 a “brand pause.”
“There’s no denying we need more SUVs,” Ellinghaus said. “But this will all come from 2018 onwards,” he said. “So for me, 2017 is a great year of creative freedom. It’s by no means a brand pause.”
This year will include ads featuring the Escala concept vehicle, which has no plans for production. But Ellinghaus sees it as an excellent tool to build the brand.
“We need the brand to be even more desirable to also generate sales for our existing portfolio — and I don’t think we have anything more sexy and exciting than the Escala.”