As he transitions into the role, Ferguson will immediately assume responsibility for marketing, brand management and advertising for Cadillac worldwide. In 2013, the former lobbyist will also get responsibility for global sales.
If that sounds like a lot on his plate, Ferguson is used to pressure. His previous role at GM involved representing the automaker on Capitol Hill, dealing with issues ranging from energy to labor to fuel economy. In another former role, Ferguson consulted on crisis management for the International Olympic Committee.
As The Detroit News reports, Ferguson has been relatively open in regards to discussing future product plans. He’s confirmed that a flagship model, likely based on the Cadillac Ciel concept, is under consideration (but has yet to gain approval). Cadillac is also considering a two-seat sports car (like the XLR, built from 2003-09), though no decision has been made.
Look for Ferguson to move Cadillac away from the GM umbrella, too, beginning with its own display at the 2013 Detroit Auto Show. In his own words, Ferguson says, “We’re going to work really hard to make Cadillac distinctive. We want the consumer to know from incubation to delivery, from initial design through customer care, this is all about American luxury.”
Cadillac’s complete lineup is due to be refreshed by 2015. Assuming it can carry over the quality momentum built by cars like the ATS and XTS sedans, it’s quite possible that Ferguson could put the brand atop the U.S. luxury market once again.