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.
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.