• Sign in to follow this  
    Followers 0

    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 william.maley@cheersandgears.com or you can follow him on twitter at @realmudmonster.

    0


    Sign in to follow this  
    Followers 0


    User Feedback


    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.

    0

    Share this comment


    Link to comment
    Share on other sites

    :pbjtime: Best News yet of the year. Cadillac will HOPEFULLY go back to Rich Names and Drop the whole 3 letter BS naming thing.

    0

    Share this comment


    Link to comment
    Share on other sites

    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.

    0

    Share this comment


    Link to comment
    Share on other sites

    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.

    1

    Share this comment


    Link to comment
    Share on other sites

    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!

    0

    Share this comment


    Link to comment
    Share on other sites

    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.

    1

    Share this comment


    Link to comment
    Share on other sites

    • 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
    2

    Share this comment


    Link to comment
    Share on other sites

    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.

    0

    Share this comment


    Link to comment
    Share on other sites

    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)

    2

    Share this comment


    Link to comment
    Share on other sites

    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.

    0

    Share this comment


    Link to comment
    Share on other sites

    Amen. You can't be a follower and call yourself "The Standard of the World" at the same time (more like plain standa

    0

    Share this comment


    Link to comment
    Share on other sites
    Guest walter

    Posted

    ask Pontiac and Oldsmobile how well ditching all their old nameplates worked for them.

    0

    Share this comment


    Link to comment
    Share on other sites

    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.

    1

    Share this comment


    Link to comment
    Share on other sites

    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.

    0

    Share this comment


    Link to comment
    Share on other sites

    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.

    0

    Share this comment


    Link to comment
    Share on other sites

    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.

    0

    Share this comment


    Link to comment
    Share on other sites

    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...

    0

    Share this comment


    Link to comment
    Share on other sites

    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.

    0

    Share this comment


    Link to comment
    Share on other sites

    Yeah, doesn't seem like a winning strategy and reeks of desperation. Anyone know what the core thrust of the "art and science" philosophy really is?

    0

    Share this comment


    Link to comment
    Share on other sites

    I think we all have the dictionary definition of Arts and Science, but it would be interesting to hear from the Cadillac Division on what they think it stands for. :P

    0

    Share this comment


    Link to comment
    Share on other sites


    Your content will need to be approved by a moderator

    Guest
    You are commenting as a guest. If you have an account, please sign in.
    Add a comment...

    ×   You have pasted content with formatting.   Remove formatting

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

    ×   Your previous content has been restored.   Clear editor




  • Popular Stories

  • Similar Content

    • By William Maley
      Big November Gains at Chevrolet, Buick, GMC and Cadillac Keep GM the Fastest Growing Automaker
      November U.S. retail market share highest since 2009 Year to Date U.S. Retail Share up 0.5 Percentage Points November Commercial sales were highest since 2008 DETROIT — General Motors (NYSE: GM) sold 197,609 vehicles in November to individual or “retail” customers in the U.S., up 8 percent from last year. Based on initial estimates, GM once again outperformed all full-line manufacturers, led by strong retail sales gains at Chevrolet, Buick, GMC and Cadillac. GM’s November retail sales performance drove GM’s U.S. retail share to its highest November level since 2009.
      Based on initial estimates, GM’s retail market share jumped 0.3 percentage points in November to 16.8 percent.  GM has gained retail market share in 17 of the past 20 months.
      GM’s four U.S. brands posted strong retail sales results in November compared to last year.
      Chevrolet — up 5 percent for its best November since 2004 Buick — up 22 percent for its best November since 2003 GMC — up 9 percent for its best November since 2001 Cadillac — up 17 percent for its best November since 2013 GM’s total U.S. sales in November were 252,644 vehicles, up more than 10 percent from last year.   All four brands outperformed the industry in November with Buick, Cadillac and GMC posting double-digit gains.
      “GM’s November performance reflects the continued strength of our U.S. business.  We gained profitable retail share, commercial and small business deliveries were strong and we commanded the industry’s best average transaction prices,” said Kurt McNeil, GM’s vice president of U.S. Sales Operations. “We are ahead of plan selling down our 2016 model year inventory and we expect to close out December with more retail share growth. GM is heading into 2017 in a position of strength with the planned launch of key new products, like the all-new Chevrolet Equinox, into the heart of the market.” 
      GM’s ATPs, which reflect retail transaction prices after sales incentives, were $35,767 in November, more than $4,000 above the industry average and ahead of last November. 

      Through the first 11 months of the year, GM’s U.S. retail sales were up nearly 2 percent compared to last year. GM gained 0.5 percentage points of U.S. retail market share during that timeframe, the largest retail share gain of any full-line automaker. Year to date, Chevrolet U.S. retail sales are up nearly 3 percent and the brand’s retail share has grown 0.5 percentage points to 11.1 percent. Chevrolet continues to be the U.S. industry’s fastest-growing brand.
      Year to date, Buick retail deliveries have grown more than 5 percent and Buick has gained 0.1 percentage points of retail share.
      GM continues to benefit from a strong U.S. economy and strong retail demand for its products.
      “All economic indicators show significantly improved optimism about the U.S. economy including consumer and business sentiment, which continue to drive a very healthy U.S. auto industry,” said Mustafa Mohatarem, GM’s chief economist. “We believe the U.S. auto industry is well-positioned for sales to continue at or near record levels into 2017.”
      November 2016 Retail Sales and Business Highlights vs. November 2015 (except as noted)

      Chevrolet
      Malibu and Volt were up 24 percent and 25 percent, respectively. Silverado and Colorado were up 5 percent and 39 percent, respectively. Suburban, Tahoe, Equinox and Trax were up 6 percent, 12 percent, 7 percent and 47 percent, respectively. Malibu had its best November since 1997. Silverado had its best November since 2003. Colorado had its best November since 2004. Trax, Volt and Equinox had their best November ever. Tahoe and Suburban had their best November since 2007. 17th straight month of year over year gains for Chevrolet full-size utilities. GMC
      Sierra and Canyon were up 14 percent and 43 percent, respectively. Acadia, Yukon and Yukon XL were up 4 percent, 22 percent and 19 percent, respectively. Brand ATP was at $43,887, the highest November on record. Highest November ever for Denali penetration, at 27.8 percent. Best November ever for Canyon and ninth month of year over year increases. Yukon and Yukon XL had their best November since 2007. Buick
      Regal and Encore were up 41 percent and 35 percent, respectively. 68 percent of sales were crossovers. Best year to date retail performance since 2005. Cadillac
      Escalade was up 24 percent and had its best month of the year. Escalade had its best November since 2007. XT5 had its best month since launch with sales up 12 percent over last month and up 27 percent over the SRX last November, the vehicle it replaced. Year to date ATP was $53,690, the highest ever in Cadillac history Average Transaction Prices (ATP)/Incentives (based on JD Power PIN estimates)
      GM’s ATPs, which reflect retail transaction prices after sales incentives, were $35,767 in November, more than $4,000 above the industry average. In November, GM’s incentive spending as a percent of ATP was 13.7 percent, above the industry average of 12.4 percent. However, year to date, GM’s incentive spending was 11.7 percent, slightly above the industry average of 11.4 percent and well below the incentive spending of its domestic competitors and many of its global competitors. Fleet and Commercial
      Automotive Fleet magazine named Malibu “Fleet Car of the Year”. GM Fleet sales were up 19 percent versus last November. Fleet sales were 22 percent of GM’s sales for the month. Commercial deliveries were up 11 percent for the month and it was the best November Commercial sales since 2008. Malibu Commercial deliveries were up 170 percent versus last November. Small Business deliveries were up 15 percent for the month versus last November, driven by large vans, which were up 93 percent and large pickups, which were up 16 percent versus last November. Federal government sales were up 9 percent versus last November. Rental sales were up 27 percent versus last November but are down 25 percent CYTD, according to plan. GM’s outlook on its daily rental sales mix remains in the 11 percent range of total U.S. sales for 2016 and daily rental sales for the year are expected to be down about 75,000 vehicles. Industry Sales
      GM estimates that the seasonally adjusted annual selling rate (SAAR) for light vehicles in November was approximately 17.9 million units. On a calendar year-to-date basis, GM estimates the light-vehicle SAAR was 17.5 million units.
    • By William Maley
      It has been 14 years since Cadillac competed in endurance racing with the Northstar LMP at the 24 Hours of Lemans. But next year at the 24 Hours of Daytona, Cadillac will once again compete.
      The automaker announced today that it will take part in the new Daytona Prototype international (DPi) class in the 2017 IMSA WeatherTech Sports Car Championship with the Cadillac DPi-V.R. Cadillac's DPi is based on the Dallara LMP2 chassis. Thanks to new regulations, Cadillac and other manufacturers are able to make changes to certain exterior parts to help make their vehicle stand out.
      Power comes from a naturally-aspirated 6.2L dry-sump V8 with 600 horsepower. This engine was used in the Corvette Daytona Prototypes. Curb weight is a light 2,050 pounds.
      "Cadillac’s V-Performance production models – the ATS-V and CTS-V – are transforming our brand’s product substance, earning a place among the world’s elite high-performance marques. The Cadillac DPi-V.R further strengthened our V-Performance portfolio, placing Cadillac into the highest series of sports car racing in North America," said Cadillac president Johan de Nysschen.
      Action Express Racing and Wayne Taylor Racing will field the Cadillac DPi-V.R.
      Source: IMSA

      View full article
    • By William Maley
      It has been 14 years since Cadillac competed in endurance racing with the Northstar LMP at the 24 Hours of Lemans. But next year at the 24 Hours of Daytona, Cadillac will once again compete.
      The automaker announced today that it will take part in the new Daytona Prototype international (DPi) class in the 2017 IMSA WeatherTech Sports Car Championship with the Cadillac DPi-V.R. Cadillac's DPi is based on the Dallara LMP2 chassis. Thanks to new regulations, Cadillac and other manufacturers are able to make changes to certain exterior parts to help make their vehicle stand out.
      Power comes from a naturally-aspirated 6.2L dry-sump V8 with 600 horsepower. This engine was used in the Corvette Daytona Prototypes. Curb weight is a light 2,050 pounds.
      "Cadillac’s V-Performance production models – the ATS-V and CTS-V – are transforming our brand’s product substance, earning a place among the world’s elite high-performance marques. The Cadillac DPi-V.R further strengthened our V-Performance portfolio, placing Cadillac into the highest series of sports car racing in North America," said Cadillac president Johan de Nysschen.
      Action Express Racing and Wayne Taylor Racing will field the Cadillac DPi-V.R.
      Source: IMSA
    • By ccap41
      " It's a golden autumn morning in rural upstate New York. Backpacked kids wait by mailboxes for the school bus. I'm driving through pockets of valley mist to New York state's most famous racing circuit, to witness the shakedown testing of a race car so top-secret, it's still wrapped in camouflage.
      After a 14-year absence, Cadillac is readying its return to endurance racing. The last time the American automaker competed in top-level prototype racing was 2002, when the ill-fated Northstar LMP finished 9th at Le Mans. Audi's dominant R8 prototype notched its third consecutive victory at the Circuit de la Sarthe that year.
      Wayne Taylor and Max Angelelli were co-drivers in that final Cadillac attempt at Le Mans. They'll both be at the track today. Taylor, 60, has graduated from the driver's seat to run Wayne Taylor Racing, the principal team partner in Cadillac's new motorsports endeavor; Angelelli, 49, shares co-driving duties with Taylor's sons Ricky, 26, and Jordan, 24.
      All four will be responsible for the imminent future of Cadillac endurance racing, in a program that tasks itself with making top-level sports car racing engaging and relatable again. I'm here to learn if Cadillac, and the series itself, can cut it.
      The camouflaged Caddy you see here is officially known as the DPi-V.R. It's built to IMSA's new Daytona Prototype international (DPi) formula, to compete in the IMSA WeatherTech SportsCar Championship starting in 2017.
      Think of DPi as an effort to make top-level prototype racing a little more interesting, and relatable, for casual race fans. The cars share a chassis with the LMP2 prototypes that compete in the FIA World Endurance Championship and the 24 Hours of Le Mans, built by one of four approved constructors—Dallara, Onroak Automotive, ORECA or Riley/Multimatic. ..."
      http://www.roadandtrack.com/motorsports/news/a31697/cadillac-dpi-v-r-exclusive-photos/
       




    • By William Maley
      In light of the fatal crash involving a Tesla Model S and Autopilot back in May, automakers are reconsidering their plans for rolling out their autonomous technologies. General Motors was planning to introduce Super Cruise on the Cadillac CT6 sometime next year. But in light of Tesla crash, GM is rethinking their plans.
      “We aren’t putting a specific date on it,” said GM CEO Mary Barra at a cybersecurity conference.
      Officials told The Detroit Bureau later on that the feature would still appear next year. This would be corroborated by a Cadillac spokesman to Motor Trend.
      “Right now, the plan continues to be that we will introduce [super Cruise] in the Cadillac CT6 in calendar year 2017,” said Cadillac spokesman Donny Nordlicht.
      “We want to make sure it is safe for our customers to use and we’ll launch it when we’re confident in the technology,” Nordlicht said. “Our engineers have been testing and validating the technology for the past several years to make sure all of our systems are focused on providing the customer among the most intuitive and safe solutions. We’re not driven by a deadline, we’re driven to make the system customer-friendly and safe so the exact month of introduction cannot be announced at this time.”
      Insiders at GM believe that Super Cruise should be able to avoid some of the problems that plague Tesla's Autopilot. Like Autopilot, Super Cruise blends information from radar and cameras. But Super Cruise will also use a high-definition map that provides more details than what you can get on a current navigation system. This map will help the system determine where the vehicle is and whether it is safe to engage the system. There is also a retina detection system that monitors the driver and will switch off Super Cruise if it detects if the driver isn't paying attention.
      Source: The Detroit Bureau, Motor Trend

      View full article
  • Recent Status Updates

  • Who's Online (See full list)