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No more petrolheads
How Uwe Ellinghaus plans to pitch Cadillac
• Show unrestrained self-confidence.
• Inject themes of American optimism and ingenuity.
• Rebrand with a consistent image across all media.
• Adopt a naming system that shows hierarchy among vehicles.
• Hire people from outside the auto industry who know luxury.
LOS ANGELES -- Uwe Ellinghaus doesn't like to see Cadillac explicitly comparing itself to German luxury competitors in its ads. But he's determined to see Cadillac adopt the marketing strategies used by those rivals, including his former employer, BMW.
