In a recent interview with Car and Driver, Cadillac CMO Uwe Ellinghaus showed bitter German nerve when he was asked about Cadillac’s future plans as well as his perspective on the brand’s chief rivals BMW, Mercedes and Audi. Brands of Ellinghaus’ home country.
A key remark that he made was pointed right at the German big three, calling them “cold soulless sterile competition,” referring to the reputation the three have for their high quality, and the equally obsessive levels of perfection that they seek to obtain with each model. While it is still up for debate on whether Cadillac’s competition is indeed sterile or not, recent efforts such as the 2016 Cadillac ATS-V as well as the new 2015 CTS sedan do reveal that Cadillac is taking a much more adventurous approach to its familiar “Art and Science” design language and that in some instances, Cadillac offerings do tend to leap out more at the eye than many German rivals when viewed side by side.
Ellinghaus later revealed his commitment to not use the term “American Luxury” in Cadillac advertising, claiming that the term is outdated, and that it does not do a good job in establishing Cadillac’s own distinct identity (even though it’s an American brand). Instead, Ellinghaus aims to promote the American spirit and the sense of optimism that comes with it which will be done by using familiar settings and backdrops that are distinctly American but without resorting to cliches to get the overall point across.
Ellinghaus also vigorously defended the controversial alphanumeric naming system that was introduced shortly after brand president Johan De Nysschen took the helm at Cadillac, claiming that it is needed so the American brand can establish proper mental hierarchy not only across its lineup, but also when it is compared against equivalent competing vehicles. Ellinghaus revealed that while hierarchy is not a German invention, the German three are doing a better job adhering to it than Cadillac currently is. Adding to that was him saying that the brand needs to embrace this new-found hierarchy to give it a fighting chance in the sales race. He is even willing to do this despite Cadillac having a rich stable of historic nameplates, claiming “They are no longer meaningful. Let’s face it, those cars weren’t anywhere near as good as today’s cars are so those names are not arousing for those that still remember them.” He later added that he does not want exciting nameplates because he wants to build and focus on the brand as a whole versus all the attention being focused on one nameplate.
We have to wonder if Ferrari (458 Italia?), Lamborghini (LP700-4 Aventador?), Porsche (Cayman?) or Aston Martin (Vanquish?) have such problems on their brand names not being focused on enough.
While it remains to be seen whether Cadillac’s bold strategy pays off or not in the long run, the brand currently has the most compelling lineup it has ever had in recent years, and new arrivals such as the recently unveiled ATS-V do have the potential to help Cadillac resurrect itself as a legitimate rival to the Germans.
Comments
Why only in Germany? EU is bigger than Germany.
GM has the Cadillac dealers to publicize themselves and to provide more pressure on journalists to test and comparison testing machines. when compared with the bmw m3, 4 m, the Audi RS4, MB AMG C must also be tested cadillac. and better than the Cadillac wins. However, the press will move the money and who pays for the ad can also be improved. in a word, a pretty tricky. Germany is still relatively difficult. major media outlets SPORTAUTO.DE, AUTOBILD.DE, auto motor und SPOR.DE there is quite a complicated non-German manufacturers. even the German manufacturers themselves in the media madhouse. AUTOBILD.DE is real comedy, and especially in the VAG group are products.
other countries, and even in France give cars more equitable information and opinion. best advertising is when an impartial evaluates and promotes the cars. if a car manufacturer Land evaluates the output of another country it may be doubtful + paid for advertising and validation of a brand.
Everyone accepts your baby or if someone pays a lot of you may also approve a neighbor’s child.
VAG sponsored by AUTOBILD.DE. read komments and use google translate. watch other tests to. only VAG-VAG-VAG. Cadillac could be tested if the VAG group are autobild.de or vw golf then this would be super.
CADILLAC VS VW, AUDI, SEAT, SKODA cars in one test and VW GOLF 1.4 diesel WINS CADILLAC ATS-V is second.
GM has to make a lot of money to the media and then would cadillac winner. All the bad and the ugly comments will be deleted from the media. Media today is a mad house.
autobild
http://www.autobild.de/artikel/mercedes-e-klasse-skoda-octavia-vw-passat-test-5393373.html
Bold statements indeed. However it’s quite paradoxical seeing as to how Cadillac is modeling their entire lineup and approach to the market after the Germans. So by what means does Mr. Ellinghaus define the German brands as “cold, sterile and soulless”?
And what’s the wisdom behind taking away, or at least downplaying, Cadillac’s motto as an American luxury brand? The most important market for Cadillac is right here! Doesn’t he see that perhaps by amplifying the American engineering moniker appeal can may increase towards the brand?
i dont understand. german german german. german is 80 mlj people. Germany has its own auto industry. and certainly in Germany, according to their attitude as well as the automotive industry is strong and big. GM needs to advertise its products in more European and resellers to commit more of their products and offer them to talk to reporters. GM products are used in more media coverage and tests. America and Cadillac cars will take advantage of the German customers are already super. GM needs to do more and better products and stronger advertising.
GM new products today are more global and more acceptable in other parts of the world than ever before. GM takes advantage of customers in America, the German car manufacturers and sells well in Europe more than ever it super. Cadillac Cadillac, and it is good. Cadillac does not sell as much as VW GOLF and it’s good. CADILLAC not vw golf.
Europe will remain an American cars American cars, and this is a good thing. America must just get better and better as the cars to make the rest of the world. GM has to want to be the best in the world automaker. and the best cars in the world.
EASY
I have not even seen a car benchmarks for American cars. GM has to force his dealers to engage seriously and advertise their products and offer their products to the press.
This guy makes no sense. I understand not keeping the current names like XTS, CTS etc. I also understand not going back to the classic names like Fleetwood, Deville etc. But why not just create new names? The Elmiraj was a great name and
it showed by the amount of attention it got after it was shown at the auto show. The name reflected the flagship status and resonated with the public and it was not even a production car. I wished the writer of the magazine would of asked him that one simple question.
I disagree with not selling Cadillac as an American Luxury brand . Ok, skip the old name plates that don’t mean anything to the younger consumer Cadillac is going for . To me that is totally ” Un-American ” . You say the Germans and people know what brands you are talking about . So what gives ? This country has nothing to be ashamed about in trying to be the best . In the building of luxury cars or our standing in the world .