Jump to content
News
Reviews
Discussons
Activity
Create New...
Close
  • William Maley
    William Maley

    By William Maley •

    Cadillac's Marketing Boss Isn't A Fan Of The Three Letter Names

      Count Cadillac's Marketing Chief As A Critic Of The Three Letter Naming System

    For almost a decade, Cadillac has been using a three-letter naming system which is (insert letter here) followed by T and S. Small sedans such as the ATS start towards the beginning of the alphabet while larger sedans such as the XTS go towards the end. However, not all of Cadillac's vehicles follow this. For example, the SRX crossover and Escalade.

    Many complain that Cadillac's nomenclature is confusing and will only get worse when more models are added. Cadillac's marketing chief Uwe Ellinghaus is one of them.

    "There's no doubt with an expanding product portfolio we need to revise our entire nomenclature," Ellinghaus told reporters at Geneva.

    How Cadillac plans to change their nomenclature wasn't hinted at by Ellinghaus. The only thing he said is that it would not copy BMW or Mercedes-Benz.

    "I'm on the case. We are aware that this is currently a weakness of the Cadillac brand."

    Source: Automotive News (Subscription Required)

    William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster.

    Go to articles

    User Feedback

    Recommended Comments

    Drew Dowdell

    And the naming convention no longer makes sense either.

    CTS the S stood for "sedan" until the CTS Coupe and CTS Wagon came out, but CTC and CTW don't roll off the tongue well. Now there is an ATS Coupe coming out.

    Link to comment
    Share on other sites
    roadwarrior

    I don't mind the letters, except that they never meant anything. If Sedan, Crossover, SUV, Coupe, and Wagon each had a unique letter in the 3rd position, a T or another letter to denote Touring (i.e. Base) and Performance (like a V) and the first letter was a general "Size" class, that would have made some semblance of sense.

    Link to comment
    Share on other sites
    Z-06

    While I agree with need for proper names for Cadillac. In someways I am a little concerned. Especially for the CTS, all that positive and brand image it has garnered over the three generations will disappear with a new name.

    This strategy is nothing different than naming a Cobalt a Cruze, Aveo a Sonic and list goes on. All the value that name has generated over the years suddenly becomes useless. For one at least ATS and CTS should not change. GM apparently is packaging the same wine in different bottle, i.e. from names to alphanumeric to names. Spend that amount of time, energy and efforts to make those vehicles stronger. Like replacing the weak 3.6 compared to the competitors' offerings, improving flaws of the ATS, etc.

    • Agree 1
    Link to comment
    Share on other sites
    Carguy

    What about the Sport sedans like the ATS and CTS remaining named as they are with the coupe versions getting C and wagons getting W at the end? Then a next gen smoother riding XTS and the upcoming large Luxury sedan getting real names? XTS could become the DeVille with the upcoming premium sedan becoming Fleetwood! That way the sportier Europien like modes and the Traditional American Luxury Models could be named differently like two distinct Cadillac lines?

    Europien Inspired Line.

    ATS Sedan.

    ATC Coupe.

    CTS Sedan.

    CTW Wagon.

    Traditional American Line.

    Sedan Deville replaces XTS.

    Coupe Deville.

    Seville as a stretched version of the CTS.

    ElDorado as a Seville Coupe.

    Fleetwood Large Sedan.

    Broughm as the Top Version of the Fleetwood!

    Link to comment
    Share on other sites
    2QuickZ's

    What I hate most about this is GM's lack of naming consistency. Pick something and stick with it for crying out loud!!! Why do the names have to change every generation or two? There is no brand equity built up with this lack of consistent naming over time. Now that the product is better and there hopefully is no negative stigma associated with a name, STICK WITH IT, whatever it is. Just make up your damn mind already.

    • Agree 1
    Link to comment
    Share on other sites
    balthazar

    • Of course there's "doubt" the names need to change- changing names is what GM does bestest... but seldom the 'wisest'.

    • 'CTS' has only been defined as denoting 'xxSedan' by extension of other, earlier models. It has never been marketed that way. We're going on 12 years with the CTS now, it's simply "C T S", everyone should be on-page with it... about 11.5 years ago at this point.

    • I ABHOR naming system's dumbed down to grade school levels. '1,2,3,4,5,6,7' has got to be the most moronic, "instantly understandable" system in auto history. Blech, and who asked? And taking the Exact Same Vehicle and changing its name for every engine fitment is likewise "confusing".

    • 'Not copying mercedes' - too late. That's already an inaccurate, non-linear and "non-logical" system, and here we're being told Cadillac needs to get away from being that. Which is it? And if you are looking to point out confusing, go straight to mercedes. The weakness there is epic. Jumbling 'S', 'C' and 'W' into the 'CTx' mix is even more confusing.

    Name the model, build various styles and call them the same name. "The Cadillac CTS, available in Sport Sedan, Sport Coupe, convertible and Sport Wagon."

    Edited by balthazar
    • Agree 2
    Link to comment
    Share on other sites
    ZL-1

    Name the model, build various styles and call them the same name. "The Cadillac CTS, available in Sport Sedan, Sport Coupe, convertible and Sport Wagon."

    This.

    Link to comment
    Share on other sites
    ZL-1

    Name the model, build various styles and call them the same name. "The Cadillac CTS, available in Sport Sedan, Sport Coupe, convertible and Sport Wagon."

    This.

    Would like to add that maybe the Omega sedan should not be named LTS but instead get a 'real' name. Escalade and the Omega woulg get 'real' names, the others would stick to 3-letter names (though I personally might favour a 4 letter naming for the crossovers - ATS-X and CTS-X)

    • Agree 2
    Link to comment
    Share on other sites
    G. David Felt

    Name the model, build various styles and call them the same name. "The Cadillac CTS, available in Sport Sedan, Sport Coupe, convertible and Sport Wagon."

    This.

    Would like to add that maybe the Omega sedan should not be named LTS but instead get a 'real' name. Escalade and the Omega woulg get 'real' names, the others would stick to 3-letter names (though I personally might favour a 4 letter naming for the crossovers - ATS-X and CTS-X)

    I totally agree with this, use X to refer to AWD Crossovers and then keep the name for Escalade and the Omega.

    Link to comment
    Share on other sites
    smk4565

    I think Cadillac should use names not alpha-numeric. Lincoln and Acura are a disaster of names because none of them mean anything. You'd think MKC is a coupe, but it is a crossover, like MKX is a crossover, yet MKT is not a truck, but a crossover. MKZ is midsize, MKS is larger, it is just all random. Cadillac is heading that direction. BMW naming makes sense, 1 is small, 7 is big, although I am not a fan of odd number for sedan and even number for coupe. What has thrown BMW and Mercedes off a bit is changing engine sizes and not wanting to change all the numbers every few years. The Mercedes letters have meaning in German words, SL is "sport liecht" SLK "sport leicht kompact" etc, it isn't random.

    Other luxury makers stared using alpha numeric just because BMW and Mercedes did and they thought since they sell and Lexus copied Mercedes in 1989 and by 1999 they were #1 so Acura, Lincoln and Cadillac figured let's copy what Lexus did, and it didn't work for any of them. And Lexus has been able to use names like RX350 because they haven't made a new engine in 10 years.

    For Cadillac I think the whole lineup should be names, and they should stick with it. Names like Seville, Eldorado or Fleetwood weren't hurting Cadillac sales, crappy cars were. The average joe doesn't know the difference between an RX, SRX, MDX and MKX, and they may not have ever heard of an XTS, but I bet they know "Eldorado" is a Cadillac.

    • Agree 2
    • Disagree 1
    Link to comment
    Share on other sites
    smk4565

    Gotta love too how Cadillac executives for 10-15 years have been stating that they know the weaknesses of the brand or places they need to improve, yet it doesn't happen. You have to wonder if the people that run this brand get it, every 5 years they want to blow it up and start all over, because the last 5 year plan didn't get them caught up to the Germans.

    • Agree 1
    • Disagree 1
    Link to comment
    Share on other sites
    Rvinyl.com

    I completely agree with smk4565 that GM embarked on the same disastrous path that Acua and Lincoln charted when they began with the 3-letter nomenclature. People just don't seem to have the same affinity for abbreviations that don't have an obvious meaning that they do for richly poetic adjectives and nouns. Good article and great discussion. Thanks guys.

    Link to comment
    Share on other sites
    SoCalCTS

    Ditch the letters. I own a Cadillac and will buy another Cadillac. I think ATS is a terrible name. SRX sounds cheap. The only name that has any clout is CTS but i would love to see that name go. I'd prefer to be driving a Seville, Deville, Eldorado, etc over any of these dumb sounding alphabet names. If I wanted a German car I would buy one. Please go back to naming your cars Cadillac.

    Link to comment
    Share on other sites
    Sal Collaziano

    I'm 100% on board with the flagship getting a real name and not three letters - especially not LTS. That sounds like a F'ing Chevy. Cadillac LTS.

    I'm still amazed that Cadillac dumped STS and DTS names. The XTS should have been a DTS (really, is it not a DTS?) and the new, larger CTS should have been STS. The ATS should have been the new CTS (entry level). This way, at the very least, Cadillac COULD have used real names ALONG with the current names. Seville STS, DeVille DTS, and I hate to say it, but Catera CTS. Eldorado ELR.

    When all is said and done, the vehicles Cadillac is making are excellent - so the names aren't a huge problem to me. Though I'd like to see they set something SOLID in place that STICKS for awhile. I THINK they can still use DeVille with the XTS if they really wanted to. I'm sure an upcoming four door coupe (Mercedes CLS) can be called Seville STS. I guess I just like the old names and feel they can still be utilized if marketed properly...

    But the flagship MUST not be named LTS and really, REALLY needs an classy name...

    Link to comment
    Share on other sites
    G. David Felt

    Good move to pay a person for their time and hope to conquest them with a new auto purchase.

    Now we just need to get them to realize that owning a Deville, Eldorado, Escalade, is a superior thing over the ATS, CTS, XTS, SRX crap.

    Really when you think about it, you can envision a two door Eldorado today, a luxury Deville and a Extended platform Deville like in China as well as an Escalade and Escalade ESV.

    Current naming does not stick nor have any history to really make me think luxury.

    Link to comment
    Share on other sites


    Join the conversation

    You can post now and register later. If you have an account, sign in now to post with your account.
    Note: Your post will require moderator approval before it will be visible.

    Guest
    Add a comment...

    ×   Pasted as rich text.   Paste as plain text instead

      Only 75 emoji are allowed.

    ×   Your link has been automatically embedded.   Display as a link instead

    ×   Your previous content has been restored.   Clear editor

    ×   You cannot paste images directly. Upload or insert images from URL.

    ×



  • Subscribe to Cheers & Gears

    Cheers and Gears Logo

    Since 2001 we've brought you real content and honest opinions, not AI-generated stuff with no feeling or opinions influenced by the manufacturers.

    Please consider subscribing. Subscriptions can be as little as $1.75 a month, and a paid subscription drops most ads.*
     

    You can view subscription options here.

    *a very limited number of ads contain special coupon deals for our members and will show

  • Similar Content

  • Posts

    • G. David Felt
      Random Thoughts Thread

      By G. David Felt · Posted

      This is too funny and I HOPE HOPE HOPE Amazon moves forward with this as all the auto's on Amazon for sale will have a TRUMP TARIFF line that shows how much TARIFF tax they will pay. Trump’s ‘Pottery Barn rule’ problem
    • trinacriabob
      New Toyota Prius HEV LE model - 3 days of motoring

      By trinacriabob · Posted

      I don’t know if this vehicle, a Toyota Prius Hybrid HEV, represented an upgrade.  It’s just what I was assigned as a mid-size rented vehicle for 3 days.  I had a general idea that this vehicle was recently refreshed and that it looked a lot better.  As I got closer to it and got into it, I was able to get a better look.  The new Prius looks a lot better than I recall a Prius ever looking.  It looks sleek, sporty, and even sort of low-slung.  Interesting exterior features show that they made this a priority.  The front lights and fascia are thin and understated, working well with the more unified exterior.  The rear fascia is definitely Prius’s own and it gives the car some interesting, angled vantage points.  They even incorporated gullwing handles into the sedan’s rear doors and, having once had these in the last rendition of the W-body Buick Regal coupe, I like their look and just plain using them. Its low-slung aspect can present a slight demerit.  The windshield and profile of the front doors is very raked and, as a person of average height, I had to duck a little more than usual to enter the car.  Similarly, the rear backlite borders on almost being horizontal.  This does give the rear storage area a little more usable height. Inside, the front pillars’ rake is mitigated by fixed renditions of what used to be vent windows in older cars.  However, they still seem to block an instinctive sight line compared to more upright vehicles like the current Camry and Corolla.  Inside, the feeling is more cockpit-like.  Similarly, the rear view has the thicker pillars and flatter backlite that require more proactive work – looking over the shoulder attentively and using the amber traffic monitoring warnings in the outside mirrors.  A complementary feature is the chime that assisted lane changes. The Prius has a 4-cylinder engine that seems to spend more time in EV mode than did the hybrid Camry.  That means good fuel economy and, over 3 days, I only added 6 gallons for between 200 and 300 miles of motoring.  In terms of power, handling, and roadability, the Prius gets mixed comments from me.  It does have agility when the pedal is pressed and it moves from eco to power mode.  It also eases upward to higher than anticipated highway speeds if not paying attention!  The transmission is a CVT with a “faux” first gear and it works well.  The Prius has a more noticeable wheezing sound when in reverse gear, which actually advises those inside the car and near it.  However, when pushed, the powertrain gets buzzy, as in noisy.  But at steady speed, any engine noise is not that noticeable.  The vehicle’s handling, smoothness, and quietness vary.  Handling is always nimble and, even at highway speeds, it maneuvers adeptly.  The ride is mostly smooth.  However, noise control could use some improvement.  Some of that can come from the tires they equip the car with, fitted with aluminum wheels that hearken to the ones on Tesla products.  That said, it’s hard to tell if the drone is tire thum or wind.  However, if you prioritize handling among these, I was surprised to see how well the Prius handles … on the highway, on city streets, and even in tight parking spaces, where 3-point attempts are rarely necessary. The cockpit is unusual and very different from yesterday’s Priuses, which I’ve only seen and never driven or been a passenger in one.  I remember how the first model had an oval main instrument pod set up on the cowl in the middle of the dashboard but angled toward the driver.  Today’s Prius has thin and smaller pods, almost set on ledges that seem to staircase down as the cowl approaches the driver.  The main panel looks like a small tablet that is set quite far from the steering wheel.  Depending on how the wheel is titled, there could be some visibility issues seeing all the information.  This required adjusting the wheel and the seating height.  Also, the front seat can be very far from the pedals.  So, while the door is low, taller drivers might like this potential distance.  The infotainment center sits slightly forward of the main instrument screen and is conventionally placed atop the center stack.  Thankfully, it continues with touch operation as opposed to being operated via a remote dial.  Most functions are the ones you’ve known for a while, so setting things up doesn’t take long.  I did struggle a little with the Android Auto, even though the Bluetooth pairing was quick.  Note that, while the Camry has USB-C ports, the Prius does not.  Further down on the center stack, the climate control is easy to work with (not the 3-dial type that so many exports and even domestics have) and the A/C blows colder a little quicker than in the last Camry I drove.  The console deck is about the right height and its overall dimensions, including the box, are generous.  The compactness of the shift lever is sort of fun … think of a small underpowered low-cost EV Corvette! When going into gear, it’s not about moving the selector linearly.  A quick jog to the left and up toward the instrument panel is for reverse while that same quick jog followed by a rearward move puts the vehicle in drive.  It doesn’t take long to get used to this.  Also, the park feature is easy to work with.  Just push in P when stopped and, whether in reserve or drive, the gear selector goes to park.  The only thing is that it is not forgiving when shifting the lever … your foot must be firmly on the brake, so no slipshod maneuvers.  The seating is comfortable and the buckets seem a little high, but this offers support from top to bottom.  The same is true in the rear of the cabin and the headrests do intrude with an already thicker rear sail panel / C-pillar.  Legroom in the rear also seems good and the length of the vehicle allows for that.  Space is sensibly distributed in the 3 volumes from front to back. I always thought a Prius would have something daunting or different about it.  Its look is different in that it lost its first-gen look that looked like an upright Nissan Versa of 2016 … sort of like the runt of the litter that is on the run because it has been kicked in the rump.  This Prius looks planted.  Upon pushing the prominent and easy to use “power” button on the dash, there will be no noise and the dash will literally tell you when it, and you, are “ready” to go. It's a smaller but roomy vehicle where the price isn’t a bargain, but not that steep in today’s terms.  I find there are a few things that I wasn’t crazy about – the height, the main instrument pod sitting in the distance, and not the best noises suppression – but I liked most other things about it.  With so many Priuses going the long haul, this one will probably do the same … and look a lot more presentable while doing it. - - - - - PHOTOS FORTHCOMING  
    • trinacriabob
      Random Thoughts Thread

      By trinacriabob · Posted

      I'm laughing.   There are always reasons why things are "discounted." With me, it's DFW and Austin that give me heartburn.  San Antonio, too, even though I don't know it as well.  I just don't like the look of the DFW area, whether natural or built.  I don't like Austin for being the governmental engine of a big red place next to a massive university with over 50,000 students that is a big blue place.  I'm more of a moderate and don't want extremes in either element.  I also don't like the "way cool" leanings in Austin. Houston has its negatives, but I'd take it for nearby Galveston, and water in general, the extensive pinewoods, the dark red brick homes, an attractive downtown, and for being America's most ethnically diverse city that has always rolled with that spirit.  There is no "you shouldn't be here" factor.  IIR, I've heard of a saying about Madrid that goes, 'When you're in Madrid, you're from Madrid.'  Having lived in various places, I pay attention to those subleties.
    • G. David Felt
      Random Thoughts Thread

      By G. David Felt · Posted

      Very cool to see This Hyundai Ioniq 5 Owner Managed 413,991 Miles In Under Four Years, With One Big Catch
    • G. David Felt
      Tariff Tuesday - Big Trouble in Little Crossovers

      By G. David Felt · Posted

      Removing tariffs that idiot47 caused so much pain with for getting nothing in return show how stupid a person can be in not understanding true business and how to negotiate.  A real man with Business sense would have put together a package of tariffs to present to China to address specific areas that are an imbalance not just attack everything and see what falls out. As such, incompetence in not understanding the long road map to building greatness shows how foolish the current administration is and now they are going to sign an exception list for the auto industry. Destroy good trading partners just to cause Chaos! Never a sound business strategy. Trump to Sign Order Later Tuesday Easing Auto Tariff Impact

  • Who's Online (See full list)

  • My Clubs

×
×
  • Create New...

Hey there, we noticed you're using an ad-blocker. We're a small site that is supported by ads or subscriptions. We rely on these to pay for server costs and vehicle reviews.  Please consider whitelisting us in your ad-blocker, or if you really like what you see, you can pick up one of our subscriptions for just $1.75 a month or $15 a year. It may not seem like a lot, but it goes a long way to help support real, honest content, that isn't generated by an AI bot.

See you out there.

Drew
Editor-in-Chief

I've whitelisted
Continue without support

Write what you are looking for and press enter or click the search icon to begin your search