Imagine you’re in charge of a luxury-car brand that saw its U.S. sales fall by 10% last year. You need some new products would turn that around. Those products are on the way, but they won’t start arriving for at least another year.
What do you do in the meantime?
That’s the situation facing Uwe Ellinghaus, the marketing chief for General Motors‘ (NYSE: GM) Cadillac. As he sees it, the lack of new products coming to market in 2017 offers Cadillac a big opportunity to work on something else that could pay big dividends in the long run.