Update: We would like you all to know that this story was completely fabricated for April Fools day. Cadillac isn’t spinning off the Escalade as a brand, and “Uwe Indahaus” is not the name of the Cadillac marketing chief. Nothing written here should be taken as truth.
“After much deliberation in our Tribeca office, Cadillac will re-brand itself as ‘Escalade,’ leveraging the equity of our aspirational flagship SUV,” announced Cadillac marketing chief Uwe Indahaus, on a phone conference this afternoon.
After a shocked response, 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.
With that said, Indahaus proclaimed that the Cadillac brand will not be going away. Instead, it will focus exclusively on high-end, large luxury models aimed to take on the best from Bentley, Rolls-Royce, Mercedes-Benz and others. In the height of its glory, Cadillac offered some of the most expensive and luxurious cars in the world. And with the newly launched Escalade brand focusing on more mainstream luxury vehicles, the Cadillac brand can now focus on doing what it’s been historically known for.
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.
The announcement was made a year early so that Cadillac dealers had time to adjust to the big change. Their showrooms are expected to be rebranded with the Escalade name, while Cadillac will front the costs for building small, boutique showrooms for the Cadillac brand itself. These small showrooms will display one or two models, and will serve as “lifestyle hubs” for customers. The first of which will open in New York, in the Flatiron District.
“We hope to capitalize on the two-brand strategy of Escalade focusing on a full lineup of more volume-oriented luxury models, while Cadillac becomes free to focus on offering the most exclusive models in the industry, at any price point,” said Indahaus.
The Escalade brand also introduces itself as a fresh entry in the luxury field, with little to no legacies associated with the name. Not unlike Tesla, which benefits from the market perception of being new, and as a result, forward thinking. Truly, this move is Daring Greatly.