On the heels of the 2017 Los Angeles Auto Show, reports indicate that Chief Marketing Officer Uwe Ellinghaus is resigning from his position at Cadillac. The German executive held post at the American brand for four years, originally hired by former GM lobbyist Bob Ferguson, who briefly oversaw Cadillac.
Ellinghaus has gone on record in saying that Cadillac would need 10 years to turn itself around, but the forces that be seemed to require a faster timeline. Despite overseeing several progressive marketing strategies, which included the “Dare Greatly” slogan, the opening of the Cadillac House in New York City, as well as approving ad campaigns for the novel Super Cruise technology, Cadillac sales have been stagnant and stumbling in the US market since 2015. China remained the only bright spot on Cadillac’s global sales report, enough to buoy the overall results into positive territory month after month. Yet one can easily speculate that the Chinese success wasn’t enough to overlook the bleeding that’s been happening in the 115-year-old brand’s home market.
Ellinghaus hasn’t been the only major departure from the marketing team as of late, as Melody Lee moved from being director of brand marketing, to overseeing the Book by Cadillac program as of October 2017. For critics, these organizational shakeups could be seen as a glimmer of hope for a more grounded marketing approach. Though no matter what, the news comes as a major upheaval to a brand that has been trying to reinvent itself since the turn of the century.
Source: Automotive News