During the NAIAS Uwe Ellinghaus, Chief Marketing Officer of Cadillac, agreed to participate in an “ask me anything” interview with Jalopnik.
From what we can tell there were at least eight or so exchanges made between Ellinghaus and Jalopnik readers sending their questions (plus a ton of comments). There were some pretty thoughtful inquiries, as a matter of fact.
A rather interesting question was what Uwe thought of the Buick Avista, and whether or not he had any concerns of Buick taking from Cadillac’s customer base. Ellinghaus explained that he sees Chevrolet as the contemporary volume brand, Buick as the contemporary premium brand, and Cadillac as the contemporary luxury brand, and that, according to him, the differentiation of prices and products negates any form of corporate cannibalism.
One reader asked Ellinghaus what effects did the relocation of the marketing team to New York have, if any. His response was that being in New York gave the brand an edge; it allowed it to benefit from what he says is the kind of environment “only NY offers: young, cosmopolitan, international.”
There were several readers who wondered, more or less, how Cadillac was going to move away from its older image. Though there was one reader who stated that he appreciated Cadillac’s older look, and that these new vehicles didn’t suit his taste. The CMO’s response was that Cadillac had a new flavor, and it’s a bold one that some may not be fans of, but its what the (majority of) customers want.
There was also a question of when Cadillac will up its presence in the European market. Ellinghaus stated that there a plans for Europe in the future, but for the next few years Cadillac will remain a “niche player.” He admits that CO2 emissions and right-hand drive steering make it more difficult to compete there, as well. We’ll add that Cadillac also needs a dealer network in place over there that it currently doesn’t have.
There were a few exchanges that gave us a chuckle. For instance, there was the question of: “is your team concerned with subconscious emotional responses to marketing campaigns? If so, do you test for them in any way?” To which Ellinghaus replies, “only if they are sexual.”
There was a whole range of topics discussed during the AMA. But we’d like to know, if you could ask the CMO of Cadillac anything what would it be? Give us your hypothetical question in the comments below.
Comments
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Maybe he can explain why the Middle East uses ‘Arrive Fashionably Early’ as their tagline, while the rest of the world uses ‘Dare Greatly’. Or how Bentley’s new top of the line CUV is going to make things harder for Cadillac to enter six- figure territory.
Or the price-tag of their experiment with the ELR, the electric Edsel. Or how that Cadillac fashion line is going. Or the Jan sales numbers …
Well I am glad he is willing to stick himself out there.
Seeing he really is not responsible for ELR as it was here before he arrived and priced before he arrived he may agree with most of the people it was not the best move.
As for the Tag Line. odds are they use the other line as it translates better. If you think it is better than what we have it is not it is just different.
The Bentley SUV only makes it more difficult due to more competition. At this point Cadillac has not earned a place in the over six figure field yet as they have not made a product for it yet.
To be honest the product Uwe is responsible for like Johann has yet to arrive. All we have are things locked in before their arrival.
Now if you want to ask where they are going that is a different story. As for now they are just maintaining the brand and building to where they really want to go. You will see their new product in a couple years and they will have to answer for those.
It is tough to sell someone else’s product when you do not feel it is the best yet.
I tried to participate, but Jalopnik’s crappy commenting system never took me out of the grey soon enough for Ellinghaus to respond.
I asked:
Good afternoon Mr. Ellinghaus.
I have some questions. Please feel free to answer.
1. I understand Cadillac is currently filling holes in the lineup, especially when it comes to CUVs. What kind of performance and capability do you expect the rest of the future Cadillac utility vehicles should have? Could we expect future Cadillac crossovers that will make the Cayenne and Macan blush? This brings me to question 2:
2. Will we see the end of platform sharing between Cadillac and the other GM crossovers?
3. After Cadillac finishes rounding out the CUV/SUV lineups, could we see Cadillac offer more body styles for their core sedan lineup, similar to Mercedes-Benz?
I appreciate you and Mr. DeNysschen’s willingness to interact with us Jalopniks.
-Sincerely, a young future Caddy owner
I still haven’t been taken out of the grey. That’s why I wish GMAuthority did an AMA. Remember when De Nysschen participated in the comments?
I will play Ellinghaus for you.
1 Yes I hope we will have a Alpha bases and Omega based performance Ute to compete in this new car like SUV performance segment. [Truth is we don’t know but I hold hope that is where they are heading as the truck based segment is going to not go much farther. I expect more unibody SUV models soon and they will be shared with the cars]
2. No Cadillac will continue to share platforms. Now do not confuse platform sharing with badge engineering. The ATS, Camaro and CTS all share a platform and some architecture but they share few parts. Platform sharing is the way of life for all MFG the key to render the different versions to the point that they deliver much different cars for each division. No more cars like the STS and the Lucern that shared a platform and most everything else but sheet mental.
3 We will see a number of variations of cars in the mix. But first the sedans and CUV models need to be in place to deal with the volume. Once that is done then you move to the lower volume specialty models like a roadster and Coupes.
Now I am not sure what he would have said but this is what I hope we would have heard from him.
Does Mr. Ellinghaus have any concerns that some dealers continue to add vinyl roofs, custom grills, Vogue tires, custom wheels to the XTS? Does he feel these features detract from the styling Cadillac has already done? Would he be concerned if dealers added those features to the CT6? Does he feel those features are a positive for the “young, cosmopolitan , international” types he mentions as a reason for the NYC move?
I have friends and associates who own Mercedes, Audi, BMW who associate Cadillac with vinyl roofs / custom grills and the stereotypes they represent . Some feel so strongly about that image that they will not even consider Cadillac and thus do not learn about Cadillac’s attributes. I drive a Cadillac ATS premium all wheel drive 3.6. It is outstanding.
Well Benz and BMW also have their own stereotypes. The gangster type wheels and gold trim is their lot in life too.
Or the old BMW 318 that someone is driving that needs more work than it is worth but kid has it because he can say it is a BMW.
The customer base is what it is and you are not going to change that. Few dealers are adding these items as most of the cars are now being done by custom shops. Once the customer base moves away from that you will see less of it.
Bling customers have always been a part of this for about a century and as long as they have money someone will customize it for them.
the BMW and Benz guys that are focused on the Cadillac bling customers have so little room to talk as they walk among their own too.
Certainly what people do to their car with after market accessories is their business. But, for dealers to have pro actively install vinyl roofs on XTS in the show room is altering the styling Cadillac has developed
Not like they used to and if they do it is because that is what the local clients are buying.
If they are doing it they are doing so because it is making money.
Yes you see some fake tops in Florida where older people live and you seen Benz with Dubs in LA but not much in the fly over states.
Besides the fact is the dealers buy the cars from GM and resell them. GM can only say what they would like but not enforce it.
Like the dealers that get the first new Camaro or Corvette and mark it up to the point is is stupid. Same like the GTO the dealers marked them up even with GM pleading to not do so. There are limits to what GM can and can not do to the dealers.
If they want to make a mess of the car that is up to the dealer and GM can only say don’t do it.
Ellinghaus stated that for the next few years Cadillac will remain a ” niche player ” . I don’t see this as a good thing . Why does he think Cadillac needs to try and copy what the Germans are doing . Does he think that by building several vehicles in low volumn and wait to see what will sell is a good strategy ? It’s time for Cadillac to lead not follow others . Cadillac can build cars worthy of the name , it’s just that in doing so people are going to have to get used to the fact that the vehicles are going to cost more .
My question for him would be if they still plan to bring out the $100,000 + Escalade .
The fact is most High End Luxury brands are niche MFG’s.
Most of the money making cars for these companies are low volume high end products. GM is just targeting the high end products more so than the mundane product that Benz make like the low end taxis and police cars they provide globally. Benz has to do this as they have no other major brands that do it while GM has Opel and Chevy to handle these lines.
The fact is Cadillac and Benz or even BMW are not on equal ground. There are differences in their structure and that makes it so they can approach the market much differently.
I would let the Johann product come before we panic or disparage the plans. I do not know for sure but my gut tells me if they are not happy with the present product things will get taken to the next level in the next 5 years. This is why everything is delayed on the new product.
I second the question about ‘Arrive Fasionably Early’, competing with Dare Greatly.
Many successful companies stand for one thing around the world. And despite any ‘translation issues’, Marketing is firm about , no, this is what the brand stands for. And they won’t stand for the old, ‘that doesn’t work here’ trope.
Many global brands successfully use the same positioning, most often in English. I know Chevy had a multitude of agencies and positionings, but Find New Roads – that’s what we live by: make it work.
But Cadillac’s not alone: Buick just did a series of web films that deviate from the brand essence (with the redhead).
And GMC did the same with Denalis and kittens, and stuff that seems way off-brand.
It just reminds me that GM really does need a CMO – to keep Cadillac, and all the brands, in line. So GMC doesn’t do Cadillac commercials, filmed in lower Manhattan, and blurring the lines between Yukon Denali and the Escalade.
And, the whole lower-Manhattan Cadillac thing is pretty limiting – a location isn’t a brand positioning. The vehicles change, the location remains the same. I guess driving in Manhattan is one form of daring greatly.
But I don’t think the approach is as expansive as, say, Audi’s right now.
The move to NYC was more to isolate Cadillac from those in Detroit that have been holding them back. The folks who questioned Mark on spending more for door handles when he could use off the shelf for the CT6.
The message deal is fluid and I expect it to change with time. The Dare Greatly is only for the start and it will advance as the car line do.
Global message with Cadillac is difficult as Cadillac means different things to different parts of the world. The brand to be honest was more damaged here than anywhere so it will take more work.
As for the others while they are more independent they still talk so I expect there will be little issue with cross over of message.
The thing is this is like baseball and Johann is only in the first inning. We need to let this play out a little more and really see more of the plan. He could be making a mess but he also may be putting in place a plan that will take thing where we never expected.
Ya, they have their hands full.
But successful global brands – Coke, Nike, Apple, Porsche, Dove – stand for pretty much the same thing no matter where you go.
It keeps the brand cohesive, and it’s less expensive. Anyway, it’ll be interesting to see whether Cadillac sticks to the consistent messaging model or not.
Yes but Coke, Apple, Nike, Porsche, Dove are rebuilding their damaged images with perceptions that are so different in each culture.
Cadillac is seen much differently in the middle east vs. the USA. Same for Europe and China. Heck they even have to make larger back seats for China as they see cars much differently there than we do.
Also Depending where you are and how old you are your perceptions Cadillac are much different. To meet that challenge they have to appeal to each segment.
Also in each culture you will find their advertising is not the same either. The fact is marketing in each market for the named brands you gave can at time be very different.
While we are a global community we still have enough differences and wants to make marketing not a total global thing.
You are correct that it would be easier and less expensive as they would do it for those reasons if it would work but it does not work that way.
Even those brands adjust some of their products to the taste of each market too. You may not see it but it does change to a degree with each in some areas.
I had a Coke not long ago from South America and it even had a different taste and still came in a old style tall bottle. My international people at work will bring things back from trips and often we try products from other places. Ever try Vegemite from Kraft from Australia? It is for sure not Kraft Mac and Cheese.
Just look at the United States as 50%+ of all cars sold are to women. Now look at the middle east and in particular Saudi Arabia where women do not buy any cars. It is not one world and one appeal on all products.