How "Romantic" and "Historical" Names Could Work for Cadillac

"Blake Noble" (blake-noble) 02/24/2015 at 18:35 • Filed to: Rants, Opinion, Column, Cadillac, Cadillac CT6, Mercedes, Mercedes-Benz, Mercedes-Maybach S600 Pullman

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When Cadillac President Johan de Nysschen agreed to !!!error: Indecipherable SUB-paragraph formatting!!! , it didn't take long for readers to ask him about the brand's controversial new naming scheme. His response wasn't terribly surprising, and as a result, my suggestion to him might not be either. But here I go anyway.

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First, let's quickly go over the skinny for those of you who don't keep up with automotive industry news like the rest of us nerds do. Nerds: here's your cue to skip the next paragraph.

Starting with its new !!!error: Indecipherable SUB-paragraph formatting!!! model entering production soon, Cadillac is adopting yet another new naming structure. In short: all coupes and sedans will use the "CT" prefix followed by a number, and all crossovers and SUVs will use the "XT" prefix followed by a number. Unless we're talking about the Escalade, which will remain the Escalade because it's the Escalade.

Confused, yeah? Well, take a ticket and hop in line. It starts wayyyy back there . In any case, de Nysschen was quick to defend the decision during his Q&A session, !!!error: Indecipherable SUB-paragraph formatting!!! :

Cadillac also is going global, and so we have to use names that resonate with customers around the world. And it is now an entrenched phenomenon that luxury car buyers expect alphanumeric names to indicate the hierarchy of models. We will use CT2, CT3, CT4, et cetera for the sedans and coupes, and we will use XT2, XT3, XT4 et cetera for the crossovers and SUVs, besides Escalade, which continues unchanged. We considered the romantic, historical names, such as Eldorado, DeVille, et cetera, but these names struggled to gain traction with our international audience and our conclusion was that we already have a romantic, emotional and historical name in Cadillac.

Then de Nysschen further elaborated on the new naming scheme when he returned briefly to Jalopnik to !!!error: Indecipherable SUB-paragraph formatting!!! :

We like real names for cars too. But what works in an English-language market like the US, does not necessarily work elsewhere. The Germans discovered this a long time ago. Eldorado conjures up romantic memories here in the US, in China people are uncertain how to pronounce it. Luxury brand buyers, especially in foreign markets, also like to know the position of a particular model in the line up of a manufacturer. Alpha numeric names make this easy, they are international. Escalade is sold primarily in the US, so its easy to keep the name here. CT6 seems odd all by its lonesome self. When a full line up of cars, in escalating sizes and price points are expressed in CT2, CT3, CT4, CT5, CT6, CT7, CT8 and CT9, it becomes a lot more logical, even if its not particularly romantic. Hopefully the awesome cars will provide emotional inspiration. And we have an exceptionally well-known, respected prestigious and emotional name — Cadillac.

Alright, so let's take a moment to boil that down. Cadillac is using its new CT/XT naming scheme because it is planning to aggressively sell more cars outside of America soon. The Escalade keeps its name because it's not going anywhere outside of the US. Alphanumeric names, like CT6 or XT6, are easier for foreign markets to recognize and understand. It doesn't matter if a buyer lives in France or in China, simple names that follow a system of hierarchy instantly denotes to them a particular model's rank and file. That, in turn, makes buying easier and theoretically increases sales.

Or to think of it another way: alphanumeric names sort of work like the combo menu at McDonalds. It doesn't matter if you go to a Mickey D's in Louisville, Kentucky or San Francisco, California. You can tell the cashier you want a "Number One" and get a BigMac meal, guaranteed. If a buyer wants a large Cadillac, he simply can ask for a CT6 regardless of where he lives and what language he speaks. Joke all you want, but having to remember names like "Deville" or "Seville" and which one is the bigger car can be downright confusing.

I understand de Nysschen's reason, and 98 percent of me actually supports it. It makes sense after all, and it's worked for Audi — a brand that de Nysschen himself once helmed — and BMW for years.

But that other two percent? Well, it sees a place for those "historical" and "romantic" names — like Eldorado or Deville — he believes wouldn't work well outside of America. I'll elaborate in just a moment, but I'll have to shift gears for just a second and talk about Mercedes to do so. Let's all hunker down for a minute.

At next month's Geneva Motor Show, Mercedes will pull the wraps off of its ultimate flagship sedan. Based on the stalwart S-Class sedan, it's called the !!!error: Indecipherable SUB-paragraph formatting!!! . It's a hell of a lot of car, and it carries on the legacy of not one, but two of Mercedes' most storied names: Maybach and Pullman.

I think some of you can already see where I'm going with this. But let me continue.

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Pictured: The 2016 Mercedes-Maybach S600 Pullman. The original Mercedes-Benz 600 Pullman lurks in the shadows.

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Maybach and Pullman are both nostalgic names that carry a lot of clout. When bling culture ruled a pre-Great Recession America, Maybachs were aspirational and symbols of affluence. When Saddam Hussein ruled a pre-9/11 Iraq, Pullmans held that same distinction.

But, see, here's the odd thing: those names have no chance of standing on their own successfully. In fact, sales of the last stand-alone Maybach model completely sucked. The Pullman was never a separate model from the old Mercedes 600, but I'd imagine it wouldn't fair any better than the last Maybach if it had been.

But what if you attach one or both of those glitzy names to your established flagship car, like Mercedes have done with the S600 Pullman? Well, that changes the game a bit. Your flagship car is suddenly no longer just your flagship. It's now a halo model for your flagship and your entire brand, too. It's the cream of the crop, the supreme of the supreme. I don't have to tell you that speaking English isn't even close to being a prerequisite for wanting the best.

Going back to Cadillac, there will be models above the new CT6 in the future. de Nysschen has pretty much !!!error: Indecipherable SUB-paragraph formatting!!! . And that's where I can see an opportunity for the Eldorado or even the Fleetwood name to return Cadillac. If "historic" and "romantic" names are used very sparingly and confined to your best models, I fail to see how they could confuse buyers. I can only see those names helping to make those cars stand out even more.

Sure, calling a new Cadillac model "the Fleetwood" and leaving it at that may not stick with luxury buyers on the other side of the world. But a long-wheelbase, top-drawer Cadillac CT6 needs to be designated a "Cadillac CT6 Fleetwood " in the worst way possible. And, you know, I think the rest of world might would agree with me on that.

Image credits: PR News Wire, Mercedes-Benz

Author's note: Since originally writing this piece on the spur of the moment, I have revised it for clarity. My apologies. This is the last time you'll see me write a message like this. There's no excuse for sloppy editing. — Blake

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Hi! I'm !!!error: Indecipherable SUB-paragraph formatting!!! and I refuse to glorify myself in the third person. So instead, I'll depreciate myself in the first person, like a normal human being. I am a student studying journalism at Eastern Kentucky University, and I once spent half a year writing !!!error: Indecipherable SUB-paragraph formatting!!! . I also !!!error: Indecipherable SUB-paragraph formatting!!! for Cheers and Gears once that pissed off the entire Chrysler 2.2 fanclub. I drive a Dodge Dart because I was told its really an Alfa Romeo, and I do a decent !!!error: Indecipherable SUB-paragraph formatting!!! that maybe two whole people listen to. I am currently available to hire for children's parties because no self-respecting publication will ever pay me.

GeorgeyBoy > Blake Noble 02/24/2015 at 18:45

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Blake Noble > GeorgeyBoy 02/24/2015 at 18:47

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Does... does that say "Catera Calais?"

Good lord no.

itschrome > Blake Noble 02/24/2015 at 18:48

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damn it! damn you! Don't make sense and pull me on board with this! Ugh.. fine.. You make sense.. But still I'm just so sick of lame car names, I want a car with a name. not just a number. it's fun, gives it a bit more personality and brings more life to an innate object. when I buy an appliance, yeah give it a number and letter name for god sake who cares.

for example:

"Hey bob, thats a nice new washer you got there. what model did you buy?"

"Oh it's the GE day dream"

yeah... that's just weird

but lets try again:

Hey bob, thats a nice new washer you got there. what model did you buy?"

"Oh, it's the GE M-14T"

see that feels right. Now lets try again with cars

"Hey bob, thats a nice new car you got there. what model did you buy?"

""Oh it's the new Cadillac Seville"

and the new way

Hey bob, thats a nice new car you got there. what model did you buy?"

"Oh it's the new Cadillac CT6"

see, that feels wrong.

it goes from being a thing of desire and personality to just.. a thing.. Now I'll admit maybe it's a good thing we tone down our obsession and love of things. maybe we need a bit more detachment from innate objects. But when I say Cadillac Seville, it feels right. It feels like something with weight, something to lust after, some thing to desire and enjoy. Not just another thing I own. It's a Seville, not just any Cadillac with numbers and letter. It's a Seville, the name allows you to Romanticize it, to let the imagination grab a hold of it and project feelings on to it. It's not cold and alphanumeric. It's warm and inviting..

but that's just me

GeorgeyBoy > Blake Noble 02/24/2015 at 18:49

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I mean de Nysschen does want to embrace Cadillac's past right? haha

itschrome > Blake Noble 02/24/2015 at 18:51

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what do you think the "C" in CTS stands for.. I'll drop a hint, it zigs...

Alex from Toronto > Blake Noble 02/24/2015 at 18:52

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Call it a Cadillac CT6 Fleetwood Brougham

Your boy, BJR > Blake Noble 02/24/2015 at 18:54

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Pictured: things that are not Mercedes Benz but are Pullman

Pullman train car

Bill Pullman

Pullman, Wahington

George Pullman and his magnificent beard

Blake Noble > GeorgeyBoy 02/24/2015 at 18:56

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This is why revisionist history was invented.

EDIT: Or the reason why the USSR had a Ministry of Information and Press.

HFV has no HFV. But somehow has 2 motorcycles > Blake Noble 02/24/2015 at 18:58

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About half way through the article I was thinking "well maybe you could use the names on the top teir trim, like a CT5 Eldorado, would be a package that gets you a bit more chrome, and more plush unique dark red leather interior. " I'm glad we came to basically the same conclusion. altho I'm think of the names being trim levels more than full on halo models. So Eldorado could be to the two door Caddis what Platinum, s to F-series trucks, or Longhorn is To Rams.

ranwhenparked > Blake Noble 02/24/2015 at 19:07

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I think that's exactly what to do.

CT6 - "regular" version

CT6 Eldorado - more luxurious version with fancier interior

CT6 Fleetwood - factory limousine

That's actually kind of how model names started to work their way into Cadillac's lineup in the first place.

The Eldorado was originally a Series 62 Eldorado and the DeVille name started with the Series 62 Coupe DeVille.

Blake Noble > itschrome 02/24/2015 at 19:08

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I used to feel the same way. But at the end of the day, I want Cadillac to succeed outside of America and I think the CT/XT name scheme is one way it'll accomplish that.

But that doesn't mean I don't want real names to return, either. I want to think I found something resembling a solution here.

Blake Noble > Your boy, BJR 02/24/2015 at 19:10

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I'm going to give you a star because that really is a magnificent beard.

Blake Noble > ranwhenparked 02/24/2015 at 19:17

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That's another way of approaching it.

I'd like to see the Fleetwood name specifically applied to the long-wheelbase CT6. Then, whatever Cadillac calls its big coupe, you can apply the Eldorado name to a super-powerful, extra cushy version of that.

Your boy, BJR > Blake Noble 02/24/2015 at 19:19

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There should be a buddy comedy where Bill Pullman and George Pullman take a Pullman train to Pullman, Washington to pick up an M-B Pullman.

Blake Noble > HFV has no HFV. But somehow has 2 motorcycles 02/24/2015 at 19:28

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Ha! I had a feeling someone out there would get what I was on about before I wrapped things up. :P

Chef Keff Ramsey > Blake Noble 02/24/2015 at 19:34

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Historic names come from this old and outdated concept that automakers would actually make bold and interesting products.

If Cadillac made up names they'd have to actually give people a reason to remember them. Escalade, for example, was different at the time and grew to become an icon (some here would probably say "an icon of excessive blinged-out garbage," but an icon nonetheless) and therefore giving it a name was good. ATS, on the other hand, is a forgettable 3-series clone, so giving it a name that's shorthand for "the small Cadillac" is fine. That's all anyone is going to remember it by.

If you're gonna be a BMW, who just makes one sedan design in a bunch of different sizes, there's no reason to waste time with actually naming them. Giving individual names sort of requires you to build individual products.

Blake Noble > Chef Keff Ramsey 02/24/2015 at 19:38

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Interesting counterpoint...

Blake Noble > Your boy, BJR 02/24/2015 at 19:43

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Can Mick Fleetwood make a cameo in a Cadillac Fleetwood?

Your boy, BJR > Blake Noble 02/24/2015 at 20:03

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Absolutely not. That motherfucker still owes me $20.

Moteel > Blake Noble 02/24/2015 at 23:51

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What wrong with region only naming. An example, Nissan produces a Skyline in Japan and everybody that knows JDM cars knows that in US it is the Infiniti G37. Name your cars for the North American market with names that they know and love and use the CT naming in the overseas market. Mazda uses MX5, but we call it Miata.

Blake Noble > Moteel 02/25/2015 at 01:50

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The simple and pretty explanation: globalization.

The less simple and really ugly explanation: the world isn't totally populated by enthusiasts like you and I.

Captain_Spadaro > Your boy, BJR 03/05/2015 at 11:24

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That IS a magnificent beard.

dogisbadob > Moteel 03/05/2015 at 17:55

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They could totally use the Skyline name over here, too. Infiniti Skyline. The name has a lot of brand cachet!

skipstheboss > Blake Noble 04/14/2015 at 16:26

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This is all fine and well but we are overlooking one thing. I have driven Cadillacs off and on for years now. No, that's not the thing we're overlooking. But when people ask me what I drive, I just say Caddy. Not STS-V, which is a bad m-effer and deserves to be mentioned with pride, but since most people don't know, I just say Caddy. And my friends say Benz or Audi, rarely S5 or what ever the actual model is.

Then again when I refer to my other car I just say explorer. Maybe it's a thing with luxury cars but most of us just refer to them in conversation by make......Amiright?

Auto426 > Blake Noble 04/14/2015 at 16:39

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While I agree that it's somewhat sad to see Cadillac follow everyone else and go the numerical designation route, I'm not entirely in favor of them dredging up names from their past either. While I do love older Cadillac's and big land yachts in general, I think slapping Eldorado or Sedan DeVille badges across the back of the new CT6 is really the best way to go. For me at least, those names just seem outdated and will likely be forever tied to thoughts of terrible malaise era Caddys. The only one I could possibly stand the return of would be Fleetwood, to designate extended wheel base models of their larger luxury sedans. I would rather see Cadillac move on from names like Eldorado, DeVille, and Brougham, and come up with a new names that build off recent concepts like the Elmiraj.