Another "Ellinghaus understands Cadillac" moment

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Thread: Another "Ellinghaus understands Cadillac" moment

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    Another "Ellinghaus understands Cadillac" moment

    http://www.brandchannel.com/home/pos...llinghaus.aspx

    Modern luxury for younger people is about unique experiences, not hoarding stuff. It's about doing rather than having, seeing and experiencing rather than possessing.

    Ellinghaus: We can allow more passion than the Germans allow, because passion is infectious. The German (auto) brands are ordered and disciplined. They are about technology; we aim for ingenuity.
    But is this credible for Cadillac? Yes. Passion is in our blood, in our body, in our birthplace. After all, a 61-year-old founded the brand. And in the Fifties, Cadillac design showed a forward-looking spirit, like the cars wanted to get to the moon!
    But we won't "outdo" luxury; we won't use "attention to detail" and other craftsmanship cliches. "Luxury" is associated with European brands more than with American brands; we're not LVMH or Bentley.
    Luxury consumption has become so much more intrinsic over the last 20 years. It is about stylistic individuality, not status. And now so many more people have access to luxury goods, with low interest rates [in the US enabling big-ticket purchases].
    We want to "outwit" luxury, to dare greatly and create interplay among the brand values of boldness, sophistication and optimism, and yet be inviting and approachable. We want to inspire. We want people to dream Cadillac again instead of demonstrating one-upsmanship such as "more horsepower," "more torque," etc.
    So, he wants Cadillac to compete in luxury the market but not necessarily with the traditional values already heavily associated with premium cars.

    Clever idea, but so far the tagline makes little sense.

    We'll wait and see.
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    Re: Another "Ellinghaus understands Cadillac" moment

    That ideal is not new. It's pretty much what he and his branding team have been speaking of for the past couple months. Melody Lee's interview in Forbes and Ellinghaus's feature in AdAge show their path.

    They're trying to determine what Cadillac stands for in a sea of luxury brands.
    They're turning Cadillac into a luxury brand that happens to sell cars.

    Luxury is experiential and aspirational. They know that.
    They know the market and how it operates. They just need to find a spot where Cadillac can get a foothold.
    Last edited by mgescuro; 02-16-2015 at 06:31 PM.

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    Re: Another "Ellinghaus understands Cadillac" moment

    That's great and everything, but what have we seen from Ellinghaus that proves his understanding of luxury?

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    Re: Another "Ellinghaus understands Cadillac" moment

    Quote Originally Posted by Dequindre View Post
    That's great and everything, but what have we seen from Ellinghaus that proves his understanding of luxury?
    Wait for Oscar Night.

    Of buy a pen from Montblanc.

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    Re: Another "Ellinghaus understands Cadillac" moment

    Jeez what utter rubbish. Luxury brand that happens to sell cars.
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    Re: Another "Ellinghaus understands Cadillac" moment

    Let's see...
    "We are what we repeatedly do. Excellence, then, is not an act but a habit."
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    Re: Another "Ellinghaus understands Cadillac" moment

    Quote Originally Posted by mgescuro View Post
    That ideal is not new. It's pretty much what he and his branding team have been speaking of for the past couple months. Melody Lee's interview in Forbes and Ellinghaus's feature in AdAge show their path.

    They're trying to determine what Cadillac stands for in a sea of luxury brands.
    They're turning Cadillac into a luxury brand that happens to sell cars.

    Luxury is experiential and aspirational. They know that.
    They know the market and how it operates. They just need to find a spot where Cadillac can get a foothold.
    No. You aren't getting it.

    Luxury cars are a tangible experience, not just a name, not just a possession. They are different from jewelry, from pens, from purses, from watches. They are complex machines that you live through.

    That's not even remotely close to the nonsense spewed by Melody Lee.
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    Re: Another "Ellinghaus understands Cadillac" moment

    Ah yes, Melody Lee. Pompous Gen X'er or whatever it is...
    "I do not care about inequality because I'm not envious. I care about poverty."

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    Re: Another "Ellinghaus understands Cadillac" moment

    I don't think he is saying that product isn't important. Far from it. He actually says:

    "There is a great product-driven change as well, as the brand is embarking on a new journey and investing billions of dollars in new products, including the CT6 [top-end sedan] that we'll reveal at the New York International Auto Show.

    "But the Cadillac brand needed to change. We've lost some of our old customers and we're not conquesting enough new customers—because we lack relevance. We need to have a new point of view to show why we're relevant and to get across how much Cadillac has changed.

    "You can't just put product—even great product, which we have—in front of people. If the brand isn't relevant, people don't care."

    I think he's got a point. Cadillac is delivering much-improved product and demonstrating a developmental sophistication that makes me more confident they will continue to close the gap on the competition in areas like powertrains (refinement and 'specialness'). But, despite much-improved products, sales haven't taken off.

    For a luxury product, or any product driven by emotion, the context matters. What's the car's story? Why is it like it is? Why is it unique? What does it say about the person who chose it? Right now, those questions are a bit murky for Cadillac. Corvette has a much crisper story to tell. Heck, even a loaded Chevy truck is clearer on what it is, why is is and what it says about the person driving it than say an ATS.

    Ellinghaus is simply arguing that Cadillac needs to both better articulate its story while telling that story both through Cadillac's products AND the experience of its brand (everything from advertising to the dealer/buying experience). I think that's spot on and look forward to see where it takes the brand.

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    Re: Another "Ellinghaus understands Cadillac" moment

    Quote Originally Posted by Jesda View Post
    No. You aren't getting it.

    Luxury cars are a tangible experience, not just a name, not just a possession. They are different from jewelry, from pens, from purses, from watches. They are complex machines that you live through.

    That's not even remotely close to the nonsense spewed by Melody Lee.
    Exactly.

    QFT

    To no surprise........ the entire main thrust and well over half of the main points by Uwe ( and thereby the whole enchilada ) are entirely different than the ...... then the regurgitated and recycled.... six or seven talking points straight out of the 90s ..... and only applicable for 1 - 3 % of the premium market from back then anyway - the maladjusted 1 -3 % at that ...... we hear so much about of late on GMI from certain sources.

    This at least make sense; whether you agree with it in small part or in full. The other is so far beyond laughable it actually has moved past sadness into full blown sympathy.


    Some sort of spiritual + mental illness essentially.
    Last edited by AMERICA 123; 02-16-2015 at 09:34 PM.
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    Re: Another "Ellinghaus understands Cadillac" moment

    "experiencing rather than possessing"

    Does that mean people should just rent (experience) a Cadillac for a day or two instead of owning (possessing) one?


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    Re: Another "Ellinghaus understands Cadillac" moment

    Quote Originally Posted by Jesda View Post
    No. You aren't getting it.

    Luxury cars are a tangible experience, not just a name, not just a possession. They are different from jewelry, from pens, from purses, from watches. They are complex machines that you live through.

    That's not even remotely close to the nonsense spewed by Melody Lee.

    Buy a luxury pen from Montblanc. Then you'll finally understand luxury.

    Oh brother.
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    Re: Another "Ellinghaus understands Cadillac" moment

    Interview the hundreds of thousands including the great unwashed section who recently leased a run of the mill low to mid end Audi, BMW, or from MB - and then the real understanding concerning ATS and CTS can begin.


    Oh, and make sure you also include the previously non premium owners like say Accord Coupe owners er and oh shucks, there just so many so ...... might as well get them all so say also Malibu Millennials on the move up who, want to move up while keeping or obtaining 4drs and an improved backseat for the childseats and kids - and blew right past Cadillac ATS and CTS as well as so much @ Buick, Acura and Lexus and yet still ended up a Premium brand statistic.

    Should we not also count those that went with an Audi, BMW, or MB certified pre owned rather than a new or similar ATS or CTS ?

    Especially for about the same or more in terms of real money ??????
    Last edited by AMERICA 123; 02-17-2015 at 11:42 PM.
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    Re: Another "Ellinghaus understands Cadillac" moment

    Quote Originally Posted by Jesda View Post
    No. You aren't getting it.

    Luxury cars are a tangible experience, not just a name, not just a possession. They are different from jewelry, from pens, from purses, from watches. They are complex machines that you live through.

    That's not even remotely close to the nonsense spewed by Melody Lee.
    LUXURY IS A PERCEPTION!!!


    You people are just too stubborn to see beyond your nose. Or you're just fooling yourselves.
    Or, more to the point, YOU DON'T GET IT!!!

    No matter how good Cadillacs can get, no matter how refined, no matter how much technology, no matter how much leather, no matter what. If these cars aren't PERCEIVED as a luxury brand, then it will never BE a luxury brand.

    It is the intangibles that make the brand!!

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    Re: Another "Ellinghaus understands Cadillac" moment

    Quote Originally Posted by mgescuro View Post
    LUXURY IS A PERCEPTION!!!


    You people are just too stubborn to see beyond your nose. Or you're just fooling yourselves.
    Or, more to the point, YOU DON'T GET IT!!!

    No matter how good Cadillacs can get, no matter how refined, no matter how much technology, no matter how much leather, no matter what. If these cars aren't PERCEIVED as a luxury brand, then it will never BE a luxury brand.

    It is the intangibles that make the brand!!
    I don't entirely disagree, but I think that the perception isn't some sort of hocus pocus. It comes from the full experience of the brand. That includes the product as well as what I would call 'the story': the brand's heritage, its engineering philosophy, its sales and marketing experience, its successes. Buying a luxury car (or a performamce car) is an emotional purchase, so the story is that added layer beyond the intellectual side of the purchase (price, resale, performamce figures, etc).

    Another way to look at it, I think, is that mass market cars like the Camry or Malibu are primarily rational purchases. People buy them to get to work and run errands, so reliability, space, fuel economy and price drive consideration. But luxury and performance cars are emotional purchases. The story matters and buyers tend to be harder to shift once they 'buy' a brand's story. For that to work everything about the brand, including a the products, needs to be aligned.

    An example: much of the Porsche story was built around the unlikely story of the success of the 911: engineering triumphing over a platform layout and creating a difficult to master drivers car that still can be driven everyday. Great sports cars that didn't quite align with this story (928, 944) succeeded but were never quite successful as Porsches. But the practical mid-engined car and the very high performing sedan and SUV -- cars full of contradictions that Porsche manages to make work -- actually seem to work with that core story and have not only sold well. They've extended to core brand without weakening it.

    Cadillac has much improved products and show signs that the products will get better. But the rest of the story isn't clear. Why should I buy a Cadillac if its just like a BMW but just a bit quicker over a twisty road? They are working on telling the rest of that story. That isn't a bad thing ...
    Last edited by Tone; 02-18-2015 at 08:17 AM.

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