The latter half of the ‘010s are going to be crucial for Cadillac. After General Motors earmarking $12 billion for the brand’s global expansion, President Johan de Nysschen has been busy putting those investment dollars to good use.
But, what’s a solid lineup without an identity or brand message? That’s Cadillac Chief Marketing Officer, Uwe Ellinghaus’ job.
Automobile sat down with the CMO, who is tasked at making Cadillac into something aspirational, and he covers a range of topics with his words.
Most importantly, he draws parallels with Cadillac’s past. He speaks of Cadillac executive director for design, Andrew Smith, and states the following:
As Andrew Smith, our executive director for Cadillac Design, always says, there was a time when Cadillac was almost solely reliant upon the design to move the metal because the engineering substance underneath the design wasn’t there. But now we have lots of substance underneath — and a great design. Distinctive, not as bulky and messy as Cadillacs were, sleeker.
Yet if I look at the Germans, still … [Cadillac is] a different kettle of fish and something that clearly is more of a statement than driving one of the three big German brands. And knowing that people want to seek individuality, I really think that this is a major trend shaker for us, and the ubiquity of the Germans will promptly be our second great opportunity that people say, ‘Yeah, they make lovely cars, but do I want a car that the entire neighborhood already has?’ And if you look at the density of BMW, Mercedes, Audi in suburbia, it is verging at the ridiculous. Are any other cars allowed?
And this returns us to the brand message. Ellinghaus has a tough task in convincing consumers Cadillac is a different animal from the German luxury auto brands. We’ve seen snippets of the shaping message through “Dare Greatly“, and how Cadillac has approached its latest reveals. But, only time will tell if it will be enough.
With enough time, and a proper lineup of crossovers, Cadillac could be poised for greatness.
Comments
Anyone that does research on the type of car they want to purchase would at least try a Cadillac. However most people don’t care enough to do the research and just sign the ridiculous leases on a 3 series.
I love my ats but I did my research and i did want something different. My only issue is the lack of dealerships in the city,..it might be enough to drive me to a different brand when my lease is up..
What I believe is going to be a mistake is Cadillac so laser focused on bringing new crossovers to market . Having a 7 passenger SUV to sit between the XT5 and Escalade is a good move but having a small version ( AKA Buick Encore ) , should be left to Buick . The public is going to see the Traxx and Encore and Cadillacs version as all re-badged vehicles . And the price of a small Cadillac SUV is going to be more than the Encore and I can’t see their customers paying for such a small Cadillac .
With the XTS going away soon , sales of the CTS tanking and a slight uptick in ATS sales all that is left is the CT6 . Luxury cars is what made Cadillac a force in sales years ago , but this isn’t going to satisfy their core business . Instead of trying to play catch-up with other car makers we need to start seeing automobiles come to market that the customer wants not what they think we want .
Everyone seems to think 2020 is going to be the golden year things turn around , but if we are to be honest about it , # 1 its going to be later than that , # 2 this hiatus is going to hurt their image , and # 3 it’s going to cost alot more than 12 Billion dollars . I just don’t see where putting all their eggs in one basket ( SUV’s ) and let their auto’s wither on the vine is a smart venture . Alot can change in 4 MY’s .
I think Mr. Ellinghaus needs to get a better handle on current advertising trends in the Automobile Industry. The Current Cadillac “Dare Greatly” campaign is really bad and the current sales prove it. Mr. Ellinghaus, please find a new Ad Agency the understands the Automotive Market…one capable of developing an Ad campaign that would actually provide a reason to at least consider a Cadillac vs. a Mercedes, BMW or Audi. Maybe its not the Agency at all, maybe its Mr. Ellinghaus that needs a better understanding of Marketing and Advertising…because what he’s doing ain’t working.
it should be sooner rather then later.
This is the deal here. You can make a better car but in this class people buy name and image.
Most people in this segment buy for the main reason for self indulgence of Ego Not all but most buy because of what they want people to think of them or how they are seen. The fact is you drive a BMW many people think you often hold power and make good money. Yet many are in over their heads on lease deals on a 3 series they regret at times.
To be in this club GM needs to sell image and status. This is not something you can do over night or even in just a couple years. The key it to get the right kind of people to buy your car and to be seen in them and then that help create an image or status that transfers to the ower of this type of car.
This is about image and ego.
This took BMW about 10 years to earn from the mid 70’s to mid 80’s to earn. Benz really got the image in the 30’s and was really able to recapture it in the post war years. Many heads of state and world leaders always owned or drove Benz. Even some of the iron curtain leader owned Benz. This gave them pretty much a free pass glovbally image wise even in the lean years.
Cadillac really did not hold much image globally since the 30’s and had been in decline since the 50’s.
The path to the top again will be some key points.
#1 Compelling designs. I mean cars you have to look at because the lines are wonderful. The kind you would want to hand wash like a 250 Lusson.
#2 Build the best Cadillac’s possible. What I mean is Cadillacs with Cadillac interiors, Cadillac engines and Cadillac styling. Share nothing other than the basic plarform with GM and only make it a Cadillac first then trade it down to the rest. Never move them up like the last Fleetwood.
#3 Market the cars and get them into the right hands globally. Product placement counts here. Not staged but real placement. Build special CT8 cars for world leaders. Work the internet media hard for younger people. You need to it all segments as there is no longer a Cadillac age group this is a car for all age groups.
#4 Sell innovation, Technology, Perforrmance, Safety and Sex. Just look at Benz they touch all these and even in one spot they touch all of them in 60 seconds.
The fact is this is a long term deal and do not expect them to take the lead in the next 5 years or even 10.
But hat is ok as to win in this segment you do not have to out do everyone. This is a segment where profits our weigh volume. It is all about making money as this is the most profitable segment outside trucks. Even at low volumes Cadillac can make 50% of the profits all other GM sedans make at much higher volume.
This is why so many companies survive this segment with low or very low volumes.
It all about follow the money. Modest volume is ok but it is all about the Benjamin’s
The new Caddy SUV is terrible. Belt line is 12″ (305mm) too high at the back, destroying rear and 3/4 rear vision.
Go back to the Envoy Denali with good view all around and ample cargo.
Widen it 6″ and dip it in the toy box.
Start making Headlights and other unavailable parts for the fantastic XLR.
the rear belt line is higher than the front as the it slops down to the front causing poor rear vision. and an awkard design …… thats what I don’t like about todays Cadillacs.
Cadillac Chief Marketing Officer Uwe Ellinghaus and Cadillac President Johan de Nysschen is driving the company into the ground while other General Motors divisions are flourishing as this is because of their sales approach to Cadillac cars is by increasing the price so it’ll match European models is insanity as well as the fact that they’re not letting the world know cars like Cadillac CTS-V has recaptured the ‘Standard of the World’ as the CTS-V and the ATS-V outperformed every car in Car and Driver’s Lightning Lap 2015 with the exception of Chevrolet’s C7 Corvette Z06.. as Ellinghaus needs to emphasize how while others can say they’re the ultimate driving machine, Cadillac still outperformed them.