Cadillac Mulls Parking the Old Logo
Luxury auto maker Cadillac may dump its crest-and-wreath logo, one of the most recognized symbols in the industry.
General Manager John Smith said the trademark crest, first used in 1905, is not as forward-looking as some of the new vehicles Cadillac will be launching in coming years, particularly the Evoq roadster.
“Without question, there are significant segments of the population, particularly within this country, for whom that symbol has great meaning,” he said at the unveiling of the 2000 Cadillac DeVille. “The alternatives that we showed them were even more appreciated in the context of Evoq, since that’s where we’re heading.”
Smith said people under the age of 45 and those who live in California particularly liked the new logo, two key areas where the General Motors Corp. unit is trying to increase its market share.
The crest is derived from the coat of arms of Antoine de la Mothe Cadillac, who founded Detroit in 1701.
The new logo, to be unveiled later, is part of an overall change in Cadillac’s products and marketing timed to coincide with its 100th anniversary in 2002.
The first of those new products is the DeVille, Cadillac’s flagship vehicle since it was introduced in 1949. Smith said the 2000 DeVille, which has a more athletic look and is 2 inches shorter and narrower than its predecessor, may steal some sales from foreign luxury brands.
The DeVille DTS has a 300-horsepower Northstar engine and more aggressive ride and handling characteristics.
However, it may not win enough customers for Cadillac to reclaim its title as the best-selling luxury car maker in the United States.
Smith conceded that it may be several years before that happens. Cadillac lost the title to Ford Motor Co.’s Lincoln last year. So far this year, it is leading Lincoln but trailing Toyota Motor Corp.’s Lexus division and BMW.
Among the features on the new DeVille is a climate system with separate controls for each of the front seats and for the back seat.
The DeVille will also feature new Night Vision infrared technology, which is able to detect objects hidden from the human eye and project them in white on the windshield. Night Vision will retail for between $1,000 and $1,500, Smith said, but only about 6,000 of the units will be available during the first year.
The DeVille is also the first Cadillac for the U.S. market equipped with an on-board navigation system and the first Cadillac with up to six air bags.
Pricing on the new DeVille is expected to be announced next month. The cars will go on sale in September.
