Luxury branding is a tricky business, but Cadillac Chief Marketing Officer, Uwe Ellinghaus, understands that. Although many may not have the means to purchase a luxury product, it’s a certain affinity and aspiration a brand must build in order for the elite to invest in its equity.
That can’t be anymore well put than with Ellinghaus’ latest comments on Cadillac branding during a recent interview with AdExchanger.
Through the interview, Ellinghaus makes it evident he and Cadillac President, Johan De Nysschen, are adamant to arouse a distinct American aura when the word “Cadillac” is spoken.
“We will not out-German the Germans. Our strategy is not to emulate what the Germans do. Yes, they make terrific cars, but we are a contemporary American brand and want to increase our relevance. We want the brand to appeal to the entrepreneurial spirit because the old corporate world has no appeal to Generation Y, this idea of taking your destiny into your own hands. Cadillac needs to show that we share the same spirit and mindset of a new generation, not the Cadillac of two decades ago.”
Ellinghaus also remarked Cadillac must start selling dreams, with products “merely the means to get there.”
“It is about fueling aspirational desire even for people without the means to ever buy your product,” he added.
Cadillac’s marketing and branding strategy is in it for the long haul, with major investments being sunk into the fashion world as the luxury brand looks for a new consumer base to propel itself well into the future.