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Cadillac’s New Marketing Chief Calls For Better Branding

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.

A metro Detroit native, Alex Sizeland is GM Authority's staff writer with a focus on covering GM culture and performance cars.

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Comments

  1. Not too sure of his plans here.

    While styling is important that 3/4 area is a give or take area. With the 50% area people either love it or hate it. Some of the worlds best selling cars poll in at 50%.

    Bob Lutz addresses this in one of his R/T articles.

    Reply
  2. While no branding expert, I am inclined to put little weight on treating styling as a branding plus, because styling is a personal evaluation.

    Mercedes-Benz has brilliant branding because they subtly claim to have invented “everything” and tout their innovation and durability. Reality is that MB’s innovations have a habit of being problematic and their durability is effectively masked by excessive maintenance costs. BMW’s sporting branding is a little closer to reality, but both brands drop in value because people are scared of their maintenance costs once the warranty is over.

    This presents an opportunity for Cadillac to offer a long warranty and service plan and then brand their offering as advanced but without the German complexities that are so maintenance intensive. The branding needs to stress the dynamic nature of the new Cadillac’s so as to differentiate from the reliability of a relatively dull Lexus.

    Cadillac branding should aim for the European feel without the European high maintenance.

    Reply
  3. Great article; I bought my ATS because it is so sharp….it has been a wonderful car for me and get lots of looks and comments when I’m about in it. I do think we need some better marketing for Cadillac also….

    Reply

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