Trendsetters: Cadillac's CMO Uwe Ellinghaus Shares How an Iconic Luxury Brand Stays Relevant to Consumers of Today and Tomorrow

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 such a truly legendary car is no small undertaking, Uwe Ellinghaus believes that Cadillac is "an emotional brand for those who dare greatly."  He was named an Internationalist of the Year for these efforts in 2015.

He regularly describes today's Cadillac as "bold, the spirit of America, sophisticated, and a brand that's full of optimism.  And an alternative to BMW..." [Ellinghaus' former employer]. 

Interestingly, under his tenure, Cadillac has experienced extraordinary growth in China where its brand values are resonating with younger buyers seeking luxury cars that embody a sense of excitement.  In fact, China is poised to become Cadillac's #1 market in the next several months—just as the country will also top the list as the world's largest seller of luxury automobiles. 

Last month, speaking at the ANA Masters of Marketing in Orlando, Uwe Ellinghaus described his mission to restore the 115-year-old automaker as an iconic global luxury brand while Cadillac also transforms to be more relevant to today's luxury consumer.  He admitted to a marketer audience, "We need to do uncomfortable things."  While he was talking specifically about connecting Cadillac with contemporary culture-- the art, design, fashion, cuisine and adventure travel of interest to potential Millennial and Generation Z buyers, rather than more traditional ways of attracting Baby Boom car purchasers-- he was also describing a new marketing ethos in a time of changing aspirations.

Or as Uwe Ellinghaus likes to say, "Modern luxury is not past luxury."

Cadillac is indeed pushing boundaries.  BOOK by Cadillac is one such example that considers the new attitudes of younger drivers. The program is a first-of-its kind luxury vehicle subscription service that enables people to fully experience the range of the brand. For a flat monthly fee, BOOK gives members access to popular Cadillac vehicles without the commitment of leasing, financing or buying.

"BOOK by Cadillac," says Ellinghaus,"is an innovative new option targeted at a growing class of luxury drivers searching for access to various cars over time, dependent on their individual needs, coupled with a hassle-free white-glove exchange." 

Members have app-enabled, on-demand access to the latest premium Cadillac models to keep in their possession. The vehicles are delivered via concierge to members' requested locations and exchanged at their leisure or as their needs change—from an Escalade for a ski trip to a performance V Series for a weekend drive on winding roads. Members can opt to keep an SUV during the winter months and switch to a performance sedan during the summer, with each vehicle picked up and delivered to their doorstep.

With maintenance, insurance and detailing of the vehicle handled by Cadillac, members are freed from the obligations associated with traditional vehicle ownership and given greater lifestyle flexibility.  BOOK by Cadillac launched first in the New York metro area with a $1500 monthly member fee.  Plans are now in place to debut in other urban markets throughout the world. 

Uwe Ellinghaus also suggested to an ANA audience that marketers should not fuel today's political divide. His recommendation was: "Transcend it.  Your audience will interpret the content as they decipher it.  The receiver determines the content of the message. You should never be in the position where you have the send out a statement explaining your messaging or advertising."

This advice was part of Ellinghaus' discussion of Cadillac's "Carry" ad that debuted at the 2017 Academy Awards.  The ad opens with protest scenes following the 2016 presidential election, then segues to several generations of world leaders, celebrities and athletes shown with their Cadillacs as a voiceover states, "We've had the privilege to carry a century of humanity."

Ellinghaus said he received a letter from Breitbart News calling the ad the best pro-Trump spot it had seen. He also received correspondence from New York Times readers stating that "Carry" was the best anti-Trump ad.  Clearly, Cadillac managed to transcend today's political divide with an emotional message about a car that still makes people proud of their heritage—and, hopefully, their future.

With his typical low-key humor, Uwe Ellinghaus also told the ANA audience that he keeps a list of popular songs that have "Cadillac" in their lyrics.  "I'm up to 211, and still counting.  Interestingly, when I was at BMW, I never came across a single pop song that features those three letters."

To learn more from Uwe Ellinghaus through an interview earlier this year at the ANA's New York video studio with Deborah Malone of The Internationalist about new audiences, new markets and the changing Millennial mindset, play the video below.

Uwe Ellinghaus has many years of leadership positions with strong luxury brands, including a long 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, Uwe was with BMW Group in a number of marketing and leadership roles from 1998 – 2012.