Staff Writer - CheersandGears.com
November 11, 2013
Cadillac has been hard at work for the past ten years trying change its reputation from being an automaker who builds land yachts to being a bone-fide luxury automaker who can take the fight to Germans. Now General Motors has been planning to make Cadillac a global brand, but Cadillac's new Marketing Chief sees a long ahead for that.
Uwe Ellinghaus, Cadillac's new Marketing Chief (starting January 1, 2014) and formerly of BMW AG tells Reuters that it could take up to ten years for the brand to become a viable global brand. He explained that while the brand has a great history and an impressive lineup, it doesn't have an "overarching message" to tie it all together.
"People know Cadillac, people like Cadillac, but they don't find Cadillac always particularly relevant. This is something that communication ... can easily overcome. It just takes time," said Ellinghaus.
What is his plan to help make Cadillac a global player? To start, his primary focus will be on the U.S. and China which is his estimation will take about five years. From there, the focus will move towards Europe.
"It's not too late. The brand has a cachet and a prestige that is already a good prerequisite for building its emotional character even further," said Ellinghaus.
"I have a really, really realistic chance to establish Cadillac to what it never was, a really global premium brand that is on eye level with all the other premium competitors."