General Motors has appointed former BMW executive, Uwe Ellinghaus, as the new Chief Marketing Officer for Global Cadillac. Ellinghaus will lead global strategic marketing and brand building for GM’s flagship brand when his appointment comes into effect on January 1.
The 44-years-young Ellinghaus filled a number of marketing leadership positions at BMW AG from 1998 to 2012. Most notably, from 2010 to 2012, he was chief marketing officer responsible for BMW’s brand strategy and also did work for the company’s Rolls Royce and MINI brands. Most recently, Ellinghaus worked as executive vice president of marketing and sales at Montblanc, a luxury watch and accessories brand based out of Hamburg Germany.
“The addition of Uwe is another important step in the global growth of Cadillac and our leadership team,” Bob Ferguson, General Motors senior vice president, Global Cadillac said in a statement. “Uwe’s expertise in marketing and luxury brand building will help us extend our growth globally.”
Elliunghaus says Cadillac’s new products, like the ATS and CTS, will give them the momentum they need to turn the brand into a more globally recognized automaker.
“Cadillac has always had great heritage, brand character and worldwide recognition,” said Ellinghaus. “Now Cadillac has a new momentum and energy, embodied in its new products. This creates a unique opportunity to build the brand globally.”
Comments
This is very key here. If GM wants Cadillac to succeed in Europe they need someone who understands Europe. You can not just barge in with an American car and sell it like you do to someone in Peoria.
The Euro buyers hold their own values in what they look for and want in cars.
While there are some American car fans in Europe for Cadillac to make it they have to be Cadillac fans not just American car fans.
This market will be like the EV car market as in slow growth and a continuation of building and offering premium cars with the handling and options they treasure there.
The bottom line is BMW here did not be come the darling of our luxury market over night with one model. Same for Audi. Look how long it took for them to be accepted vs. BMW and Benz.