Cadillac Marketing Chief Uwe Ellinghaus Suddenly Resigns
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On the heels of the 2017 Los Angeles Auto Show, reports indicate that Chief Marketing Officer Uwe Ellinghaus is resigning from his position at Cadillac. The German executive held post at the American brand for four years, originally hired by former GM lobbyist Bob Ferguson, who briefly oversaw Cadillac.
Ellinghaus has gone on record in saying that Cadillac would need 10 years to turn itself around, but the forces that be seemed to require a faster timeline. Despite overseeing several progressive marketing strategies, which included the “Dare Greatly” slogan, the opening of the Cadillac House in New York City, as well as approving ad campaigns for the novel Super Cruise technology, Cadillac sales have been stagnant and stumbling in the US market since 2015. China remained the only bright spot on Cadillac’s global sales report, enough to buoy the overall results into positive territory month after month. Yet one can easily speculate that the Chinese success wasn’t enough to overlook the bleeding that’s been happening in the 115-year-old brand’s home market.
Ellinghaus hasn’t been the only major departure from the marketing team as of late, as Melody Lee moved from being director of brand marketing, to overseeing the Book by Cadillac program as of October 2017. For critics, these organizational shakeups could be seen as a glimmer of hope for a more grounded marketing approach. Though no matter what, the news comes as a major upheaval to a brand that has been trying to reinvent itself since the turn of the century.
Source: Automotive News
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Cadillac marketing has been horrendous last 5-6 years. They go all out for dare greatly on that one awards night then we don’t see an ad again for 6 months.
You have ATS commercials showing base model cars that are not as appealing.
I think the marketing department as a whole needed a shake up and this should be it
That’s right, it’s all marketing’s fault!
CUE was great!
V6 ATS “V”, what a great idea when Americans love V8s
ATS coupe was misproportioned next to the sedan, that’s the right way around, right?
Old fat white male Americans hate Women CEO’s and immigrant Division leaders, AS CLEARLY STATED AGAIN AND AGAIN AND AGAIN here on GMA.
Yup, all of that is Ellinghaus’ fault. By the way, if you had been collecting Cadillac Magazine on iPad, you would have noticed how Ellinghaus put out nearly an issue per week lately. That made me think the mag was his only duty for the last few months, making it obvious to me he was on the way out…
The problem with Cadillac marketing is…….there is NO marketing! When is the last time you saw an ad on TV for the CTS, the XTS, the CT6, or in the newspaper, magazine, etc. Cadillac should have their automobiles in every mall in the U.S.
I live outside of D.C in Mount Vernon, Va. We have several major malls in this area…i.e. Tysons Corner Center, Tysons Galleria, Pentagon Mall, Montgomery Mall……etc. On my last trip to Tysons Galleria, like an enclosed Rodeo Dr. (Neiman-Marcus, Saks, Polo, Allen Edmonds, Shinola, about 25 hi-end Couturie stores, and their, in the center of the mall sit two McLarens, two Ferrari’s, and a Lambo, but no Cadillacs.
If you look at where Cadillac is positioned in this segment, Uwe should be working 18 hours a day. He needed to do everything possible to make Cadillac visible. Cadillac publishes a magazine called “CADILLAC” that no one can subscribe to. instead it lies on dealers desks and collects dust.
Good riddance and good-bye Uwe!
Malls and magazines – both are going through hard times. Maybe fatal times.
I wouldn’t put my chips on either of them as a way forward for retail, or publishing, let alone a luxury car.
Maybe a few malls – Mall of America?
Airports might work. But malls, and magazines are, unfortuanetly, dying.
Or at least on life support.
I wholeheartedly agree with you. Now I hafta ask….Do you own a Cadillac? If not, then your part of the problem!
Currently no, I have previously owned a ATS and loved the platform but no the power output so I moved onto a Camaro ss. I’m not saying the product is negative just that there advertising methods.
I’m a huge GM and cars in general fan like I’m guessing everyone on this site. I’m talking about non car guys who also purchase cars– there are tons of them. I’m talking people who couldn’t tell you the difference between a V6 and a I6. They purchase cars on many factors including the marketing and brand reputation.
I know reputation is built over time not in 1 year but I have seen nothing from Cadillac that impressed me in the last few years
Look at dodge as old as a car it is and as a straight line car it is in a time where handling is everything look at the hype thy created for a year with the demon with what….. marketing. Say what you want they had people talking.
Dodge will be history in two years. Look, there are people that talk the talk and people who put their money where their mouth is. Cadillac is where it is simply because people are NOT buying, their criticising everyone and everything, but NOT buying the product.
The Alpha, and Omega chassis’s are the best in their respective segments, but the opinionated bigmouths are out buying the benz, bmw, audi, and lexus.
I currently own 3 Cadillacs…a’16 CTS-V, a ’17 Escalade Platinum, and 2 weeks ago, picked up my ’18 CT6 Platinum with Super Cruise. What a car….
So you have a 2016, that’s great, your doing your part. Your walking the walk.
I get what your saying, GM/Cadillac fans don’t need any marketing done we know what the product is. But unfortunately there isn’t a ton of us out there. Your definitely doing your part but I think that’s because you know what’s under the skin being the LT4 etc etc. I really think a message needs to be sent out there to the potential BMW benz Audi buyers that Cadillac is just as or if not better then their offerings.
Advertise magnetic ride, advertise the LT4, advertise the luxuriousness of the escalade. Don’t just advertise a coffee shop in a city where some of your buyers will never visit
So does that translate into him being part of the problem for any model from any brand that isn’t selling well!!??
Crazy Logic!!
Cadillac marketing and service is terrible. Marketing has such bland commercials compared to the Germans and Japanese. Marketing needs to be more exciting and attention-grabbing. Service is at the same level as Chevrolet. Dealers need to be broken off from lesser brands.
You buy your car based on the emotion you feel after a 30sec ad, right?
No but putting it on peoples list of consideration is the goal.
You can’t sell em a car unless they hold some compelling interest.
No! But the brand needs as much exposure as GM can afford.
I finally figured out GMA thumb voters – not only do you believe the ads on tv, you reckon that you could make better ads that would make even more people buy cars no matter how well the car is engineered. And y’all are totally correct. Who cares about engineering and the secret world of science behind it, eh? Just spin some BS with lights/camera/well-paid-actors, job done.
Now, try to figure this out, is a downthumb bad for the Trombone, or does a downthumb confirm everything the Trombone just pharted?
I will probley never own a Cadillac but i have loved them all my life . and it’s only through magazine advertising and working on them , for me now they are a bucket dream . But only through putting the image out there in front of the general public on TV , Magazine’s , on display in Mall’s in the metal so when it comes time to buy a luxury car Cadillac will be the Vehical they will think of
I finally figured out GMA thumb voters – not only do y’all believe the ads on tv, you reckon that you could make better ads that would make even more people buy cars no matter how well the car is engineered. And y’all are totally correct. Who cares about engineering and the secret world of science behind it, eh? Just spin some BS with lights/camera/well-paid-actors, job done.
Now, try to figure this out, is a downthumb bad for the Trombone, or does a downthumb confirm everything the Trombone just pharted?
Hey advertising worshippers – you need to see Adam Curtis documentary “The Century of the Self” about Freud’s nephew Bernays who invented the entire industry of PR after WW1. His first breakthrough? Convincing women to smoke…
GM can afford the exposure but lacks product to promote.
Even Buick with Avenir in the SUV space makes a more compelling product argument when compared to Japanese luxury and Lincoln.
Mark Adams should be given Cadillac. The brand is running out of options. GM can reap high margins with Delani, Avenir and an eventual Corvette line up.
I totally agree, and lately a tired Escalade ad. Do you own a Cadillac? Why not?
I agree, you should NOT be able to buy your Cadillac, Chevy, Hyundai, and GMC from the same building. Brand loyalty from dealers is a thing of the past. Dealers call it an “automotive group” which is another word for dealer greed….
Good Cadillac can do better
Beginning with you buying a Cadillac!
I’m starting to like JDN more and more. #makeCadillacgreatagain
It begins with YOU buying a new Cadillac!
Currently working my a$$ off for an XTS, but I come from a large Cadillac-loving family. (3 CTS’s, 2 SRX’s, DTS, XTS, 2 XT5’s, 2 ATS’s). I’ve either ridden in or driven almost every Cadillac model in the past 15 years.
Good. Dont perform, your out and your ridiculous salary is cut.
The only way to Cadillac survive.
Make Lee Iacocca the new spokesman. If he can convince buyers on the K-car think what he can do with a Cadillac.
He’s senile. You need a car/Cadillac guy who knows and loves Cadillac and is willing to work 18 hours a day. When your in LAST place in the segment, you have a hellava lot of work ahead of you…
He just never appeard to mesh with JDN. They never looked like a team.
I expect with the new product coming soon JDN wants someone he chose to handle the marketing.
It will be interesting to see what all they do.
While the 10 years may be true a good marketing man would never say this in public. You hope to take less and expect it takes 10 but you never say it.
Ya – it’s unfortunate.
I’d guess that Uwe was working 70+ hrs a week, flying all over the place.
Apparently didn’t work out, but I’m pretty sure it wasn’t for lack of effort.
These guys are reading overnight sales at 5am, meeting @ 7, and keep it going for 12, 14 hrs … it’s pretty brutal.
It’s all about the V-cars for Caddy and should be, they’re world class. Cadillac is up market and always has been, don’t worry about luring new buyers so much with hippster ads. Show the top models in action, show them in comparison to Germany and Japan’s best, then flash the MSRP. They’ll be plenty new interest and the high-performance enthusiasts will help spread the word. V doesn’t just stand for velocity, visceral and vicious, but overall bang for the buck value.
You need to consider the V also stands for volume and the V volume is small in the big picture.
Like the others AMG and M account for a minority of sales.
The growth is going to be mostl in the letters SUV.
Cadillac just needs to get the sedans right and maintain their volumes but the growth will come in the segments were the customers are.
The V is only the icing the rest of the line up is the cake.
Japan doesn’t have any highend cars, and the German highend cars breakdown all the time.
Why do you think the Auto magazines bring out the ATS-V for every comparison test.
So wrong is so many ways. In the last consumer reports Cadillac was rated 27 out of 27 in reliability. The Escalade being the worst.
GoodcarBadCar lists the 302 best selling cars in the U.S. from 36 brands.
Consumer Reports rates 150 vehicles from 27 brands
I don’t think any luxury performance cars made the list.
Why people put any stock in consumer reports is beyond me! That is a useless mag
“Japan doesn’t have any highend cars”
GTR, NSX, LF-A, LS 500, LC 500.
Your only excuse is that you haven’t been paying attention.
GTR-not a luxury car ! ! ! Hasn’t been redesigned in over a decade. Nissan is lowering the price though.
NSX – Every publication has commented on its dead driving feel. Acura had to give them away at $30K below retail. Dealerships will no longer stock the car. (now only available by special order)
LFA- only 500 were ever made. The last one in 2012.
LC 500/ LS 500 -same engines, same platforms. Cadillac didn’t even bring out its big guns for this one. The LC still got its ass kicked by the mid-level CTS. (LS- not yet tested)
BTW- Lexus just dropped the CT200H and they are about to drop the GS. Maybe you should pay closer attention.
Again the V cars are fine and a well known quantity. It the everyday cars that need to be sold.
For example the CTS V Sport can you tell one on the road from a normal Cadillac.
Better yet is it even an option yet as we never see road test or advertising?
But again marketing the old product is not a priority till they get the cars right. It also would look silly to tell everyone how great the CTS is in 18 then dump the car in 2019 for the new model.
We do have to consider just how much money you dump in a lame duck.
I do agree the V sport should have been marketed more in the past.
They are marketing the CT 6 as it will remain.
Wrong! It’s all about ALL your vehicles in the segment. Build quality, including materials used in the product, variety of vehicles in the segment. (Cadillac needs a CT2, CT3, CT4, CT5, CT6, CT7, CT8, and CT9, also an XT4, XT5, XT6, , XT8, and XT9. The CT9, and XT9 should be bespoke vehicles. They also need an ST 1, ST2, and ST3. Every one of these vehicles is equally important to the Cadillac segment.), Marketing, and, most of all, Service. i have previously elaborated on all of these…..
What about service do you need?
Points taken Scott, but referring to marketing and advertising, the V cars were always going to be low volume, but meant to display Cadillacs capabilities and draw attention. The competition is fierce, but if Caddy continues to produce cars on a level or superior to Benz,BMW, Audi etc, it should all fall into place. Don’t forget, Caddy is still catching up on three lackluster decades, full steam ahead.
I totally agree with your statement. V models are Cadillac’s halo models until a proper halo supercar can be built. They have to fill the purpose of the halo: advertise the V and draw people into dealers, then sell them a lesser model. I can’t stand seeing Cadillac commercials with base model ATS models (cheap looking wheels and halogen headlamps) driving around on the screen. Show what your capable of and get customers to aspire for that.
Right, and wrong. I agree Cadillac needs it’s halo cars, in fact, it needs more of them. ones like the CT6 V Sport coming in 2019-2020. CT3, CT4, and CT5 V Sport, CT7 (Coupe) V Sport as well as the XT5, XT7, and XT9 V Sport, and ultimately, the STC1, and STR1.
Why V Sport instead of V? Simple, they are more affordable, very sporty, and fast enough (450-550 hp) for the average Cadillac buyer who wants a niche car. There will also be V’s , CT3, CT4, CT5, and STC1.
You never want a customer who has that desire for something like a V, to be disappointed and discouraged with a 3 month wait for the car to be built. While dealers will have 10 or more $90,000+ Escalades on the lot, but never a $100,000 CTS, unless it’s ordered.
Correct. The Hellcat Challenger brought new people into Dodge showrooms. The Hellcat is not a high volume item (of course) but it helped bring people into showrooms, who probably left with a lesser Challenger, Charger, etc.
It brought increased awareness to the Dodge brand (as well as the very entertaining Dodge commercials featuring Richard Rawlings).
Yes, but sadly these cars, along with the Chrysler 300, are doomed. The 300 will disappear after 2018, there will be no 2019 Chrysler 300, and the Dodges after 2020. This is the treachery and deceit with which Marchionne intended for Chrysler when he purchased it.
He has drawn off Chrysler profits to rebuild Fiat and Alfa Romeo, and establish a dealer network for both in the US. The only Chrysler vehicle in 2019 will be the Pacifica. The 200 and 300 will be history. By 2021 all that will remain of Chrysler will be Ram, and Jeep and he will sell that to Geely. It will be Geely’s entry way to the US. Geely will not only gain an already established dealer network in the US, but several existing factories…
You’re comparing Cadillac to Dodge. What the hell is wrong with you?
It’s always better to resign than waiting to get fired and someone has to accept the blame for the horrible marketing program Cadillac has had over the past couple of years.
All reports are that Cadillac has nailed the elusive driver-car connection. Driving enjoyment is there. The same people reporting this are just not willing to unabashedly drool over the Cadillac’s like they used to BMW during the time they had the formula nailed (and some will admit…long after BMW lost it). In fact, now that Alfa Romeo has gotten the formula right as well…it seems that they are getting more love than Cadillac. I think Cadillac needs to listen to the Automotive reviewers and make changes. Interior Materials and Interior Quality. I think they need to listen to their customers and make more customization available. I can configure a BMW or Mercedes just about any way I want with the options provided. Any time I try to configure a Cadillac the 1st option I select always seems to preclude the next option I want to select. It took Cadillac more than a decade to drive people away….and it’s easier to drive them away than to draw them back. There’s no love lost for the Coffee House Marketing Director…but Marketing is still not Cadillac’s biggest problem.
Bingo!!! You said it! Cadillac has indeed nailed the performance deficit hampering the brand for Lo these many years! It’s time for them to set their sights on improving the luxury experience! In addition to their sub-par marketing! Much to Cadillac’s chagrin, the German luxury brands are rightly balancing a portfolio of mainstream and exclusive performance luxury models! With many options for customers to choose from! I too would love to see all-out customization options for each Cadillac model, with superior interior design and materials throughout! Along with a marketing department that knows how to properly showcase Cadillac’s vehicles!
Do you own a Cadillac?
I do… I’ve owned several.. (2005 STS, 2009 CTS-V, 2012 CTS-V Coupe, 2014 SRX bought for my mother, and a currently a 2016 CTS-V)
What some point out about Cadillac is 100% correct. They lack a constant and CONSISTENT amount of marketing that brings people into dealerships. They have on several occasions come up with one-off campaigns that showed extreme promise.. the disappeared. The CT6 Oscars appearance should have been followed up in such a way that everyone.. car enthusiasts to Toyota buyer knu.. that this was the new BIG LUXURY CAR in town. Cadillac does social media marketing but no where as much as Benz, BMW,a nd Audi. And follow thru with promises of a fleshed out line-up. Don’t put out a CT6, say its gonna have a V8, then not bring the V8 for 3 years into the product cycle. Don’t put out the best CTS ever.. then not offer a Coupe and Convertible to go against the competition that offers the same. U can buy an E-Class as a Coupe, Sedan, Wagon, and a convertible.. hell technically U can buy an E-Class in a CUV. Cadillac, in fact, should completely emulate Benz in terms of their core products.. that being everything that Benz does with the C and E -Class be or have been everything that they do with the ATS and CTS. The XT5 not being offered with an LF3 is ridiculous. The ATS-V not being offered with an optional LT1 is as ridiculous as the Camaro being offered with one and also coming out 2 years later on the same platform and getting a convertible and a better dash layout. Its almost as if the Camaro is the Cadillac and the ATS is the Chevy. Why the heck was Alpha not ready for CUVs from the start? Why is the Escalade only offered with NA V8 and not a Super-Charged one? Why is there a Stingray, Grand Sport, Z06, and ZR1.. not not one single “XLR?” Why did Bruce Wayne and Wonder Woman drive Benzes in Justice League and not a CTS-V and an El Miraj or Ciel? My only hope is that Cadillac’s response to the new Navigator is actually addressing the things Lincoln took from the Escalade and Range Rover, and improved upon.. by actually upgrading even further for 2019, and not waiting for the complete redo. Place to start? Offer the LT4 or comparable in the Slade as an option.
Luxury??? My dealership experience is actually quite great. I go in.. everyone knows me by name. Treated very well.. but I’m told this is not the same across the country at every dealership. Cadillac needs marketing so bad that they should literally do a 2 hour long, no shame, made for TV movie that features nothing but Cadillacs.
Service service service. Treat your customers like you don’t care and soon they will go elsewhere.
Which is why Ellinghaus set up Cadillac House in NY. It’s had over 300,000 visitors in the first 2 years. This isn’t going to be closed. It should have been replicated in DC, LA, Miami etc etc much faster, and I’m thinking the lack of expansion of the House is the reason for his leaving.
Do you own a Cadillac?
JDN’s honeymoon period is over and now he has to produce results. It remains to be seen if he can.
It seems the three major issues are:
– product
– dealership experience (Pinnacle), and
– marketing/advertising.
Who knows what the backstory is, but getting rid of Uwe, and shuffling Melody off to the side – the future rests with Johan.
Time will tell – surprising they didn’t put the account up for review – here’s hoping Johan’s master plan will prove successful.
Cadillac should be sold as GM wants it to. The head idiot and the hole marketing staff. Build the concept vehicles people want. Push up market. Allow new fresh blood to design the interiors slow production and focus on craftsmenship. Hire women to lead the Brand and move forward. Sales lower and lower till a change happens.
Yawn, another GM brand reinventing itself on your dime, with the next great thing just around the corner. You just can’t see it yet.
I leased a 2013 Cadillac ATS…more than marketing the product needs improvement. The 2.0 liter Turbo sound was unappealing at best…the CUE system was not reliable and at year 3 the dashboard creaked when I went on to my driveway or over a sped bump. When my lease was up with or without better marketing campaigns I still would not have leased another Cadillac.
I left Cadillac purely over service after the sale. Moved to Mercedes and am continually made to feel “special” when I drop by. Complimentary car wash, for example. Always addressed by my name. Excellent sales experience, very attentive and professional.
Won’t go back to the local Cadillac dealer. They had a late night fire now a year ago in their customer service area which smoked up most of their main building. That was a YEAR ago. Repairs still are NOT finished. Come on now. What a horrible delay apparently over conflict with their insurance.
Oh well.
Why do you and so many feel the need to be treated as you say special? The dealer experience that some claim is a deal breaker is laughable! It’s like the people who feel like they should be treated differently when boarding a airplane! The people at the dealer dont need to know your name! Is your self esteem that low? You make it sound like it should be like the local country club where all your friends go to hang out! The dealer is a place that you take your car or truck to get serviced and thats it. People at the dealer dont need to know my name, my ego doesn’t need that. It doesn’t need to have a hot dog stand or a popcorn maker or free ice cream. The dealer doesn’t need to look like Trump Plaza! It just needs to have the ability to repair your car or truck!
It makes me wonder why people feel the need to have all these amenities at a dealer!
I would rather the employee’s at the dealer be knowledgeable about the cars they are wanting me to purchase, make sure all of the cars and trucks on the lot are unlocked so I don’t have to ask to look at it, make sure the cars are washed and clean on the lot, and be able to answer questions about the car or truck!
People can’t blame the dealer as to why they didn’t buy a certain car, but then I guess they would just makeup a new reason to justify not buying a Cadillac! It’s sad if you ask me!
Ungrateful puppies. Good luck with your JDN…
Boy, what a conversation and it’s proof in the pudding. I bet my LS1 and LS2 keys on the fact that everyone on here is car enthusiast of some sort. Your average car buyer, even GM owner has no idea this site exists. It’s up to us to spread the word, that’s how it works. It’s the enthusiast who sells cars, not the ad or marketing suits, they just push a narrative and I guess we agree, as does Caddy management, the narrative isn’t working. Bob Lutz says it best, carmakers make low volume high-performance cars to attract attention, not to sell a million of them. V-cars, Hellcats/Demons, Shelby’s, ZL1s, ZR1s and Z06s are built for a select few, but also to draw in those who may be on the fence. Those Chevy ads are a good ex, they won’t all buy a Camaro, but they’ll look at everything.
I couldn’t agree more – fellow DMVer here. To me, the biggest issue with Cadillac marketing is that there isn’t any. Well, hardly any I can see. Some of the concepts – Cadillac House, engaging with the Public School, etc – are actually fairly interesting. But Caddy seems to have been missing out on the nuts and bolts of just plain old running ads.
For example, everybody hates the Chevy “real people” ads. But you know what – they talk about them. It generates mindspace for Chevy. Cadillac sedans, even now late in the lifecycle, are legitimately good. It’d be interesting to see what they could do with actual ad support.