Can Cadillac Move Back Into the Luxury Lane?

CMO Uwe Ellinghaus makes a brand-new start of it in old New York

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

When Cadillac announced last fall that it was leaving Detroit for New York's SoHo district, critics groused that the 113-year-old nameplate was desperate for some hipster chic to rub off. Whether or not they're right, one thing's certain: America's fabled luxury car—long ago left in the dust by German imports—could use a branding tune-up. Cadillac's CTS and XTS sedans have been lauded by critics, though their sales still trail the continent-size Escalade SUV. Can Cadillac regain its respect in a luxury sedan segment ruled by Mercedes-Benz? That task falls to CMO Uwe Ellinghaus (himself a German import, having worked for BMW for 15 years).



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in