With Cadillac having an ever-growing and improving lineup of cars, it’s no surprise that the newly-appointed marketing chief looks to carry that momentum and improve customer perception with better branding.
“There’s already a good start with all of the awards and praise of Cadillac quality,” Uwe Ellinghaus told Automotive News. There’s also results of Motor Trend’s 2014 Car of the Year Award, with the 2014 CTS.
Starting January 1st, Ellinghaus, a former BMW marketing executive, will work under global Cadillac chief Bob Ferguson. The main focus for Cadillac, he says is to sharpen the brand identity of Cadillac, based on the distinctive design that the cars offer. We’re sure that he knows what he’s talking about when it comes to brand identity, having done work for Mini and Rolls-Royce brands.
San Diego research firm Strategic Vision held a study on what’s important to luxury buyers, and concluded that when it comes to Cadillac, looks are a first. Last year, 71 percent of Caddy buyers mentioned exterior styling as an “extremely important” factor in their decision, compared with 50 percent for BMW buyers and 47 percent for Mercedes buyers.
Ellinghaus also plans on re-evaluating the brand’s advertising agencies, but has noted that things will stay the course for now.