Anti-French. Pro-American. Green?!?!?!

2/22/2014 Unknown 0 Comments

Cadillac ELR
General Motor's Cadillac has a fascinating, complex ad that plays with so many stereotypes it's dizzying. Anti-French/European. Pro-American. Trophy wife. Going to the moon?--No problem. American ingenuity and "winning" attitude.  All in the service of -- an electric car!

That's Cadillac Global's CMO, Uwe Ellinghaus's effort to reinterpret cultural and brand stereotypes. (Just for the record, Ellinghaus came to Cadillac from senior marketing positions at Montblanc International and BMW AG which are . . . European.)

Uwe Ellinghaus
CMO, Cadillac Global
It will be fascinating to see if this ad campaign works. Audi, you might remember, used to be an old fuddy-duddy brand, till VW re-imagined and re-branded it.  Ford has failed with rebranding strategy for Lincoln. But maybe GM has a winning approach for Cadillac. In recent years, Cadillac has won serious industry awards and media attention.

Is it possible that Cadillac may become a brand success icon of the 21st Century?

(And for any of you who are not history buffs, just a reminder -- the 1902-created auto brand is named after Antoine Laumet de La Mothe, sieur de Cadillac, a French explorer of North America in the early 18th Century whose adventures led him from from Nova Scotia to New Orleans to . . . . Detroit.)