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The Search Goes On To Replace Cadillac CMO Uwe Ellinghaus

Cadillac is still without a chief marketing officer after former CMO, Uwe Ellinghaus, suddenly resigned last year over health issues. The search will go on, according to President Johan de Nysschen.

The Cadillac boss informed The Detroit Free Press in a report published last Tuesday that interviews are currently ongoing to replace the former CMO. Notably, Ellinghaus ushered in the “Dare Greatly” marketing and advertising blitz and was at the forefront of brand curation projects including New York City’s Cadillac House.

Cadillac marketing has split many down the middle. The brand swears by its approach and claims its brand building is finally showing results; loyalists remain confused over Cadillac’s message.

The next CMO will have a challenge presented: build on Cadillac’s foundations and oversee marketing for a blitz of new vehicles. The brand will launch a new vehicle every six months through 2020. They will include the 2019 Cadillac XT4 compact crossover, a three-row Cadillac crossover (XT6 or XT7), the CTS and XTS replacement (CT5) and a small sedan to replace the ATS (CT3). A slew of new battery-electric vehicles will also arrive in the coming years.

Former GM Authority staff writer.

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Comments

  1. I wonder how much of a profit Cadillac turns minus Escalade? Overall Buick must earn The General more money due to higher sales and shared development.

    Reply
    1. Ya, good question.

      Buick’ s 3 CUV/SUV lineup outsold the entire Cadillac brand in NAmerica in 2017.

      Granted, Buick was fortunate to be able to patriate Encore and Envision to add to the Encore – but they put them in-market in short order.

      And Buick sold 1.1m in China last year(vs Cadillac’s 200k).

      Hopefully, the new Regal configuration will find an audience.

      Reply
  2. I hope Uwe’s replacement will be an American who understands the US market. Someone who appreciates Cadillac’s glory days and what the brand has meant to Americans over many generations. Not someone who thinks German cars are best and always have been. Someone who can convey a clear message about Cadillac, and can reach the actual prospective Cadillac buyers – instead of targeting only the very few under age 30, extremely rich people with a highly urbanized life who often don’t even own cars.

    Reply
    1. Re: your urbanized comment …

      for whatever it’s worth, NYC’s considering a daily fee akin to London’s ‘Congestion Charge Zone’ – pretty steep @ £11 per day.

      If it works, I wouldn’t be surprised to see LA, SF, Chicago, etc follow suit.

      Reply
      1. With the sedan business so weak does Cadillac even matter anymore? Does GM need another reskinned SUV business? Buick’s Encore, Envision, Enclave, TourX plus sharing showroom space with GMC offers a lot of premium high margins.
        With Alpha and Omega Cadillac had unique product. Unfortunately, they don’t sell and we already see well established players in the shrinking internal combustion engine luxury sedan market.
        Cadillac needs an electric niche. Early entry gives GM an opportunity to rival Tesla. Being the first mainstream brand to introduce advanced autonomous technology is a game changer.
        Let Buick battle Lexus, Lincoln, Audi. Let it have Alpha and Omega now that Opel will no longer be a development partner.
        Electrify Cadillac or put the Wreath and Crest to bed.

        Reply
        1. You have it all wrong sir, if anything put Buick to bed.

          I always thought GM should organize the brands as so:
          Chevy: everything brand, sports cars, “cheaper” every man brand.
          Buick: Niche vehicles (like they are currently doing), higher end versions of Chevy sports cars.
          Cadillac: Ultra luxurious, high end, RR.
          GMC: the Buick of CUVs and SUVs (high end Chevy’s)

          Also, would one be able to work from home if they choose to take this position?

          Reply
          1. GM should have retired Buick and created a “Corvette” brand, if they wanted a “sport luxury” brand to compete with BMW. You could have Corvette sedans, Corvette SUV/CUVs, along with the Corvette Stingray, and perhaps the Camaro. Chevrolet would be the plebian brand, Cadillac would remain the true luxury brand. GMC seems redundant to me, but maybe there’s a place for it.

            Buick is an oddity now as a “tweener”. Who else does this? Toyota Motor makes Toyota and Lexus. Ford used to have the “tweener” brand Mercury, but they killed it to just have Ford and Lincoln.

            Reply
          2. With Buick and Cadillac GM has the opportunity to present two unique visions of luxury akin to Lexus or Volvo vs BMW. Cannibilization is an over-hyped fear (Ask VW group or Hyundai/Kia.
            GM does need reorganization with each brand moving a step further upmarket without, in the case of Chevrolet, raising prices. Olds died because brands like Honda offered similar features at a value price and this is where Chevy belongs.
            Buick should focus on improving interiors. Avenir will allow Buick to offer the ultimate doctor’s car devoid of German pretence. Vehicles like TourX will fill white space. Buick is doing a nice job differentiating it’s CUVs from those sold by GMC.
            Corvette should be spun off from Chevrolet but as a Pontiac and not BMW brand. Millennials see Corvette as plebian–the plummer’s dream car, an image that will not fade quickly.
            Cadillac has big choices to make. It can not rely on SUV and crossovers just as easily built by GMC. With the sedan market sinking electric seems to be Cadillac’s best bet. I love CT6 but don’t know anyone else lusting after Cadillac’s flagship.

            Reply
  3. Seems like everyone went off the band wagon from this story, but anyway:

    There is a reason Buick exist rather people like it or not. If you read your history, Buick is the oldest GM brand currently. Buick have done a nice job with CUVs and cars. However, there is a reason why Buick is called attainable luxury. You can find a lot of nice features on the vehicles but there are some things that Buick took corners to retain lower pricing.

    Anyhow, Cadillac has more to do on luxury and content but they are vastly different than Buick in many ways currently. So, the next wave of products, we will have to see under the current management. There is enough room for Buick and Cadillac to play in the luxury sector.

    Reply

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