Call them the Fabulous Four, a quartet of rising-star marketers plucked from leading luxury houses and tasked with making the iconic but languid Cadillac brand hip again.

The group includes a lifestyles chief who literally wrote the book on how to be a modern gentleman; a compact-SUV manager who jumped over from financial services; a global marketing planner who rocketed through the wine and spirits industry; and a brand-strategy boss fluent in Mandarin with public-relations experience on three continents.

Working out of Cadillac’s new global headquarters in New York, where electrical wiring recently still hung loose from freshly painted walls, they are the outsiders of outsiders in an industry known for its stubborn insularity.

But each marketing group leader boasts “functional expertise,” as Cadillac President Johan de Nysschen says, bringing “fresh eyes, new ideas and new perspectives” to the automotive industry.

The unlikely foursome also occupies the forefront of a $12 billion investment in Cadillac by parent General Motors, an outlay aimed at regaining relevancy in a global luxury market overwhelmingly dominated by the polished badges of Mercedes-Benz and BMW.

“There is an incredible challenge in front of us,” says Melody Lee, director-brand strategy and planning at Cadillac. Lee would be the group’s veteran, having joined Cadillac from Hill + Knowlton Strategies three years ago as the brand’s remake was just taking shape.

Incredible, however, may be an understatement.

On the sales front, Cadillac delivered 277,868 cars, trucks and CUVs globally last year. That is up a respectable 7.5% from year-ago, but a fraction of the 1.9 million deliveries by Mercedes-Benz. BMW reports global sales later today, but the reigning sales champion sold 1.8 million worldwide in 2014. Audi delivered 1.8 million units last year. Even Toyota’s Lexus brand, a niche player globally, sells twice as many vehicles around the world as Cadillac.