Uwe ellinghaus bio

Uwe Ellinghaus is CMO of Cadillac and on a mission to revive this icon of American luxury. But rather than starting with automobiles, his vision of Cadillac is one of “an experience that young people associate with modern luxury, … of a brand that happens to also make cars.’ That sounds like a page from our ‘Ueber-Brands’ research, so we dig deeper in our interview (click play button below).

Ellinghaus tells us that he does not count on rekindling the flame of lapsed Boomer drivers or seek to change the acerbic opinions of skeptical Gen Y-ers.

His focus is on people who are young enough not to have witnessed the clunky Cadillac of the late 70ies through the 90ies but are curious to (re-)discover the brand through a cultural lens, from pop-art and photography to Hollywood movies and Motown music.

And that includes the Chinese many of whom revere American icons and make them part of their modern lifestyle. What they have in common is “a percep