GM names ex-BMW, luxury goods executive to head Cadillac marketing

Reuters

(Corrects day of week in first sentence)

DETROIT, Nov 5 (Reuters) - General Motors Co onTuesday named a former BMW AG and German luxury goodscompany executive to spearhead Cadillac's marketing efforts tostrengthen its brand outside the United States.

GM's drive to make its luxury Cadillac vehicles a globalbrand took shape after the company's 2009 bankruptcy andrestructuring. Pre-bankruptcy, General Motors lacked thefinancial clout to boost demand beyond the small numbers soldoutside the United States.

The company said in a statement that Uwe Ellinghaus, 44,most recently executive vice president of marketing and sales atMontblanc International, maker of luxury pens, watches, jewelryand leather, will assume the title of chief marketing officerfor Cadillac globally on Jan. 1. He previously worked in anumber of marketing positions with German automaker BMW AG.

Bob Ferguson, senior vice president in charge of Cadillacglobally, said in a statement that "Uwe's expertise in marketingand luxury brand building will help us extend our growthglobally."

Cadillac officials said last summer that the brand in twoyears should be challenging foreign automakers for the top spotin the U.S. luxury auto segment, a position it has not held in15 years. China, the world's largest auto market, is also partof GM's Cadillac growth plans. (Reporting by Ben Klayman in Detroit; Editing by Grant McCool)

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