German-born, Uwe Ellinghaus is a leading marketer of luxury brands, including a strong background in the luxury automotive space. He joined Cadillac from Montblanc International, where he served as Executive Vice President of Marketing and Sales from late 2012 to 2013. Prior to that, he was with the BMW Group in a number of marketing and leadership roles from 1998 – 2012.
Trendsetters: Cadillac's CMO Uwe Ellinghaus Focuses on Disruption and Next-Gen Car Buyers
As Cadillac's Chief Marketing Officer, Uwe Ellinghaus has been charged with leading all brand strategy and marketing efforts for Cadillac worldwide. He joined the automaker in January 2014 to further the brand's ongoing expansion, and he continues to change perceptions about the iconic American luxury car both in the United States and abroad.
While repositioning an iconic brand is no small undertaking, Uwe Ellinghaus believes that Cadillac is "an emotional brand for those who dare greatly." He jokes, "It takes guts to buy a Cadillac! You need to be person that says 'I don't want what everyone else wants.' You've got to be a distinctive face in the crowd."
Recalling his arrival at Cadillac, he says: "I was struck by the passion of Cadillac customers and just how much they cared about the brand. Few realize its' appeal outside of the U.S. Cadillac is definitely cool."
Uwe Ellinghaus and his marketing team have embarked on a new direction for Cadillac by changing the position of the brand and venturing into a territory not traditionally associated with Cadillac.
He talked with Deborah Malone of The Internationalist at the ANA's New York video studios about new audiences, new markets and the changing Millennial mindset.
To learn more from Uwe Ellinghaus, play the video below.