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For almost a decade, Cadillac has been using a three-letter naming system which is (insert letter here) followed by T and S. Small sedans such as the ATS start towards the beginning of the alphabet while larger sedans such as the XTS go towards the end. However, not all of Cadillac's vehicles follow this. For example, the SRX crossover and Escalade. Many complain that Cadillac's nomenclature is confusing and will only get worse when more models are added. Cadillac's marketing chief Uwe Ellinghaus is one of them. "There's no doubt with an expanding product portfolio we need to revise our entire nomenclature," Ellinghaus told reporters at Geneva. How Cadillac plans to change their nomenclature wasn't hinted at by Ellinghaus. The only thing he said is that it would not copy BMW or Mercedes-Benz. "I'm on the case. We are aware that this is currently a weakness of the Cadillac brand." Source: Automotive News (Subscription Required) William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. View full article -
Cadillac's Marketing Boss Isn't A Fan Of The Three Letter Names
William Maley posted an article in Cadillac
For almost a decade, Cadillac has been using a three-letter naming system which is (insert letter here) followed by T and S. Small sedans such as the ATS start towards the beginning of the alphabet while larger sedans such as the XTS go towards the end. However, not all of Cadillac's vehicles follow this. For example, the SRX crossover and Escalade. Many complain that Cadillac's nomenclature is confusing and will only get worse when more models are added. Cadillac's marketing chief Uwe Ellinghaus is one of them. "There's no doubt with an expanding product portfolio we need to revise our entire nomenclature," Ellinghaus told reporters at Geneva. How Cadillac plans to change their nomenclature wasn't hinted at by Ellinghaus. The only thing he said is that it would not copy BMW or Mercedes-Benz. "I'm on the case. We are aware that this is currently a weakness of the Cadillac brand." Source: Automotive News (Subscription Required) William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. -
Cadillac's New Marketing Chief: 10 Years To Make It A Global Brand
William Maley posted an article in Cadillac
William Maley Staff Writer - CheersandGears.com November 11, 2013 Cadillac has been hard at work for the past ten years trying change its reputation from being an automaker who builds land yachts to being a bone-fide luxury automaker who can take the fight to Germans. Now General Motors has been planning to make Cadillac a global brand, but Cadillac's new Marketing Chief sees a long ahead for that. Uwe Ellinghaus, Cadillac's new Marketing Chief (starting January 1, 2014) and formerly of BMW AG tells Reuters that it could take up to ten years for the brand to become a viable global brand. He explained that while the brand has a great history and an impressive lineup, it doesn't have an "overarching message" to tie it all together. "People know Cadillac, people like Cadillac, but they don't find Cadillac always particularly relevant. This is something that communication ... can easily overcome. It just takes time," said Ellinghaus. What is his plan to help make Cadillac a global player? To start, his primary focus will be on the U.S. and China which is his estimation will take about five years. From there, the focus will move towards Europe. "It's not too late. The brand has a cachet and a prestige that is already a good prerequisite for building its emotional character even further," said Ellinghaus. "I have a really, really realistic chance to establish Cadillac to what it never was, a really global premium brand that is on eye level with all the other premium competitors." Source: Reuters William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. -
William Maley Staff Writer - CheersandGears.com November 11, 2013 Cadillac has been hard at work for the past ten years trying change its reputation from being an automaker who builds land yachts to being a bone-fide luxury automaker who can take the fight to Germans. Now General Motors has been planning to make Cadillac a global brand, but Cadillac's new Marketing Chief sees a long ahead for that. Uwe Ellinghaus, Cadillac's new Marketing Chief (starting January 1, 2014) and formerly of BMW AG tells Reuters that it could take up to ten years for the brand to become a viable global brand. He explained that while the brand has a great history and an impressive lineup, it doesn't have an "overarching message" to tie it all together. "People know Cadillac, people like Cadillac, but they don't find Cadillac always particularly relevant. This is something that communication ... can easily overcome. It just takes time," said Ellinghaus. What is his plan to help make Cadillac a global player? To start, his primary focus will be on the U.S. and China which is his estimation will take about five years. From there, the focus will move towards Europe. "It's not too late. The brand has a cachet and a prestige that is already a good prerequisite for building its emotional character even further," said Ellinghaus. "I have a really, really realistic chance to establish Cadillac to what it never was, a really global premium brand that is on eye level with all the other premium competitors." Source: Reuters William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster. View full article
