BMW Executive Joins Cadillac as Marketing Head
Cadillac has hired former BMW executive Uwe Ellinghaus as its new chief marketing officer. The move comes as Cadillac tries to reshape its product lineup to better compete with BMW, Mercedes-Benz, and other global players in the luxury car field. Ellinghaus served as BMW's chief marketing officer from 2010 through 2012. His career at BMW spanned 14 years as he took up a variety of marketing tasks for BMW, Rolls-Royce, and Mini. Most recently, he served as executive vice president of marketing and sales for Montblanc International, a luxury watch company. "Uwe’s expertise in marketing and luxury brand building will help us extend our growth globally," said Bob Ferguson, senior vice president for global Cadillac said in a statement. Cadillac is building a new brand image, emphasizing youth, performance, and luxury. Its recently-debuted ATS and the redesigned CTS are some of Cadillac's most notable new models. Cadillac sales are up 27 percent through the first 10 months of the year thanks to its new product portfolio. "Cadillac has a new momentum and energy, embodied in its new products," Ellinghaus said. "This creates a unique opportunity to build the brand globally.” Ellinghaus replaces Don Butler, who held the position for three years and left for personal reasons. Source: General Motors, Automotive News
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