Cadillac has been trying hard to ditch the stodgy image that it dug itself into during the 1970s, ’80s, ’90s, and part of the 2000s. Perhaps one of the last vestiges of that image is the wreath part of Cadillac’s Wreath and Crest logo, which will likely be heading the way of the ducks that used to be on the Caddy badge, according to a report by Automotive News.
Cadillac has shown its logo in many a marketing survey.
“Every time it was tested, the reaction was almost universally negative,” said a Cadillac insider to Automotive News, adding: “The wreath is seen as outdated and obsolete.”
So Cadillac has to redo its badge, which isn’t too tough considering that the wreath has come and gone over the years and its tradition has been anything but stationary over the brand’s 111-year history. In fact, the badge has seen alterations more than 40 times, which is quite incredible speaking that there haven’t been any since 1999 or so. That’s when Cadillac began showing off its “Art & Science” design language in concepts. The first production car to use it would be the 2003 Cadillac CTS, which was a radical departure for a brand.
Ten years later and Cadillac is finally in a spot where the buying masses are starting to consider it again as a legitimate competitor to European brands.
Next month at the Pebble Beach Concours d’Elegance, there’s a good chance that could be even more the case. Cadillac is expected to debut a new concept car, which could signal where the eventual Cadillac XTS-replacing flagship sedan could go. Expected to compete against the BMW 7 Series and Mercedes-Benz S-Class, the full-size flagship sedan segment is the last place Caddy has to enter to be considered an upper-echelon brand again. While Cadillac aims to debut its redesigned logo on that car and it will roll out to production models around 2015, we hope the concept car sticks to some tradition while charting a course for the future.
It’d be nice if it’s called the Fleetwood Brougham.
Source: Automotive News (Subscription required)