Expect Cadillac to pivot pretty quickly to highlighting its ELR plug-in hybrid that’s due out next year. New CMO Uwe Ellinghaus believes the vehicle provides the key for the brand to solve the “relevance” issue he already has pinpointed after just a short time on the job.
Ellinghaus—who officially joins Cadillac on January 1 after a 14-year stint at BMW that included serving as head of brand strategy from 2010 to 2012—believes the key to elevating Cadillac in the accelerating premium-car wars in the U.S. and worldwide is the Tesla-fighter known as ELR.
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