Former Cadillac Europe Marketing Boss Hired By Bentley
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Former Cadillac Europe marketing boss Florian Spinoly has joined Volkswagen Group luxury brand Bentley as its new director of product and marketing with immediate effect.
Spinoly left General Motors in September of last year, where he served as the director of marketing, product and public relations for Cadillac Europe, as well as for Chevrolet Performance Cars.
Before joining GM, Spinoly held numerous positions with BMW Group, including director of marketing and product management for BMW South Africa.
Florian Spinoly
In his new role, Spinoly will be responsible for Bentley’s global product and marketing strategy, such as brand development and communications, digital marketing, brand experiences, and live events, among more. He replaces longtime Bentley exec Christoph Georges in the role, who will return to his regular position as the president and chief executive of Bentley Motors in the Americas.
In a statement, Chris Craft, Bentley’s board member for sales, marketing and aftersales, said Florian “brings considerable international experience and a strong understanding of the automotive industry.”
“As we focus on the next generation of Bentley cars, including our path to electrification, he will play a key role in leading Bentley’s product, marketing and luxury services activities in the future,” Craft added.
“I look forward to working with my colleagues on the development of the brand, bringing future Bentley cars to market, and together adding to Bentley’s unique story and helping to shape the future of luxury mobility,” Spinoly said.
Cadillac Europe’s current head of marketing and communications is Martin Siegenthaler, who moved into the role in January of this year. Siegenthaler is a longtime GM employee who first joined the automaker’s Swiss division in 2004 before serving as the marketing director of Opel Switzerland from 2015 to 2018.
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That’s a step up!
LOL.. No.. Its not
Bentley has a name to itself people instantly recognize as ultra exclusive niche brand. There is nothing much he can do which Bentley outsells Rolls Royce worldwide.
Cadillac is a challenging brand that would be more of a challenge to turn the brand around in the European market with hard work. So, technically, it is a step-down from Cadillac. A lot of work to do with Bentley but he would not need to try as hard to market since Bentley has a strong market and name recognition.
Wonder what the “metrics” will be to determine His success?
Likely “bench building” on VW’s part.