Cadillac’s new CMO, Uwe Ellinghaus, doesn’t even know where the washrooms are in the Renaissance Center yet and he already has identified the main problem for the brand that he just began helming: Caddy “has a relevance issue,” he told me.
And the solution, Ellinghaus said, lies in ignoring canards such as that Cadillac’s problem is seeming too “old,” and in repositioning Cadillac as a brand that is technologically elegant and forward.
“This is my biggest task,” said the 44-year-old Ellinghaus, who just joined Cadillac at General Motors GM +2.03% headquarters in downtown Detroit after a 14-year stint at BMW that included serving as head of brand strategy from 2010 to 2012.
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