Limousine Finder: Cadillac To Spin Off Primary Models Into Escalade Name Brand

Tuesday, April 5, 2016

Cadillac To Spin Off Primary Models Into Escalade Name Brand

<p>Attendees check out the Cadillac Escalade during the International LCT Show, March 1, 2016.</p> Cadillac will rebrand itself as ‘Escalade,’ leveraging the equity of its aspirational flagship SUV, Cadillac marketing chief Uwe Indahaus said April 1 on a phone conference.

After a shocked response to the conference call announcement, Indahaus elaborated on the rationale of the decision, saying it was based on the popularity of the Escalade name. It’s no secret that the luxury SUV continues to draw in younger, affluent buyers to the brand – compared to other models.

By 2017, the Escalade brand will feature the alphanumeric ATS, CTS, CT6, XT5, V-Series and other vehicles soon to be announced. Meanwhile, the Escalade SUV itself will be renamed the XT10. Cadillac is expected to revert back to a more traditional naming structure, as luxury brands such as Bentley and Rolls-Royce have demonstrated that there is zero issue in using actual names like “Phantom” and “Mulsanne.” Whether or not names like “Fleetwood” or “Brougham” will make a comeback is unknown. Yet, there are already unconfirmed reports of Cadillac working on extremely high-end luxury vehicles.

GM Authority blog article here