Cadillac rocked the automotive world yesterday when it announced a complete revamp of the way is will name its vehicles. Over the next several years, names such as the ATS, CTS, XTS, ELR, and SRX will be replaced with alpha-numeric combinations such as CT5 and CT6. Cadillac will apply the new naming convention with the launch of a new model, starting with the 2016 CT6 — the new full-size, Omega-based flagship previously thought to have been called LTS. So, what does the new naming convention do for the brand, and why is it worthy of Cadillac’s attention, investment, and effort? Here are three reasons.
1. Establish Lineup Hierarchy
The previous naming convention (ATS, CTS, XLR, ELR) didn’t have a clear hierarchy within the lineup. Without doing any research, a consumer who doesn’t closely follow the Cadillac brand would have trouble figuring out whether the ATS slotted above or below the CTS or XTS.
Contrast that with the naming scheme used by BMW, Audi, Volvo, and Infiniti: the BMW 1 Series is at the entry-level end of the lineup, while the 7 Series is the flagship. The same goes for the Audi A1 (entry-level) and the A8 (flagship), and Volvo C30 and S80. And now, Cadillac can enjoy the same luxury: the CT6 slots above the CT5, which is above smaller numbers. It’s a stair-step hierarchy even a five year-old can understand, and that’s a good thing. The Escalade is expected to retain its name.
2. Align Crossovers With Cars
Currently, Cadillac’s lineup has just one crossover — the SRX. But this will (hopefully) change over the next several years, as the brand introduces other CUVs. The new naming scheme gives the brand a chance to cohesively align the names of its crossovers with those of its sedans and wagons — something it was already doing with coupe variants of its sedans (such as the ATS Coupe and ATS Sedan).
For instance: let’s imagine that the next-gen ATS ends up being called CT4, and the next-gen CTS is renamed to CT5. Now, imagine Alpha-based crossover variants of the CT4 and CT5 called CX4 and CX5, or XT4 and XT5. We’re sure you can come up with other alphabetic designations to precede the numeric identifiers… but you get the idea.
And as luck would have it, other luxury automakers have already synced up the names of their coupes and CUVs with their sedans. Check it:
| LINE | SEDAN | WAGON | COUPE | CROSSOVER |
|---|---|---|---|---|
| BMW | ||||
| 3 SERIES: | 3 SERIES | 3 SERIES | 4 SERIES | X3 OR X4 |
| 5 SERIES: | 5 SERIES | 5 SERIES | 6 SERIES | X5 OR X6 |
| 7 SERIES: | 7 SERIES | N/A | N/A | X7 (UPCOMING) |
| AUDI | ||||
| A4: | A4 | A4 AVANT | A5 | Q5 |
| A6: | A6 | A6 AVANT | N/A | Q7 |
| A8: | A8 | N/A | N/A | Q9 (UPCOMING) |
| MERCEDES-BENZ | ||||
| C-CLASS: | C CLASS SEDAN | C-CLASS WAGON | C-CLASS COUPE | GLC (UPCOMING) |
| E-CLASS: | E-CLASS SEDAN | E-CLASS WAGON | E-CLASS COUPE | GLE (UPCOMING) |
| S-CLASS: | S-CLASS SEDAN | N/A | S-CLASS COUPE | GLS (UPCOMING) |
3. Room To Grow
Cadillac will almost definitely have a sub-compact vehicle in the near future to rival the likes of the BMW 1 Series, Audi A3, Mercedes-Benz CLA Class, Volvo S40/V40. Such a vehicle would slot underneath the ATS (as we know it today). But with the previous naming scheme, the brand would have had limited room to name the new subcompact while keeping a cohesive naming convention (what comes before A?).
By contrast, the new naming structure gives The Crest more room to go up and down the alpha-numeric lineup, almost as it pleases. The trick will be keeping the numbers uniform and relatively easy to understand.
Do even numbers denote a different kind of vehicle than odd ones, the way BMW and Audi differentiate between sedans and coupes? Would coupes be called CT6 Coupe or CT7?
We’ll have to wait to find out for sure, so stay tuned as we learn more.
Comments
So much news coming from Cadillac sparking all these opinion pages and articles. Keep it coming!
It’s a polarizing decision, and I guess David is right because I’ve actually heard people talking about hearing this news. Unfortunately, I completely disagree with the decision and hope they reconsider this naming choice. I was truly hoping for a “real” name, not a more convoluted alphabet soup. The “standard of the world” shouldn’t copy naming conventions from other manufacturers. Ultimately, I think this odd name choice will make it even more critical for the car to be amazing because the confusing name won’t help.
I think Cadillac should set itself apart by using a memorable, familiar, credible nameplate from its past (or even something like the “Omega” platform codename) instead of CT6. They have such a wealth of great names!
Messing with the naming structure (again) signals to people that their transformation is still in progress, rather than boldly proclaiming that they should be considered an equal. This new name doesn’t even match up with the car’s competitors’ names (A8, S-Class, 7 Series). If nothing else, it should be a CT7 or CT8. CT6 looks to me like a typo or, at best, a codename or appearance package.
What does CT stand for, Cadillac Touring? Is it just an internal code? ATS has always been a mystery to me.
CT ist hereabouts a biweekly computer magazine, actually written “c’t”. “Hereabouts” is Germany.
The publisher does not explain what the C and T stand for, but one can imagine C to stand for Computer, and T for Technoloy or similar stuff.
I think it will work as it has a semblance of order. It is easy to understand,
I would like to see a second digit added to mark the generation. Say the firs gen CT6 would be a CT61 and then when it is replace the 2nd gen would be a CT62 and on. This would work for up to 9 gens and that would out last the model anyways. It would be like the Corvette platform numbering with C1-C2-C3-C4-C5-C6-C7 and next the C8
While many do not understand it but most BMW, Ferrari numbers all mean something. It is like the 308 Ferrari was a 3.0 Liter 8 cylinder at one time. They have changed it since but you get the idea.
Either way the new system will work if the cars are right To be the best you must build the best. I think with time they will get it right. They are not far off now and the autonomy will help usher this forward faster with out the interference of the rest of GM.
My first thought was Bleh. But, obviously this scheme has worked very, very well for Audi and BMW. You see two names and you instantly know which is higher in the hierarchy. So, Ihink the nomenclature will do its job.
Perhaps all it’s missing is a “nickname” of sorts. Ex: “CT6 Elmiraj,” and then just drop the nickname for countries the translation doesn’t work well for.
I like the nickname idea and epecially for special editions. For example, the has been talk of producing two Omega-based cars, with one being more exclusive, so its easy to imagine a CL6 Elmiraj and a CL6 Ciel.
This would be a great way to create segment families, with one nickname used for the super luxury varient, one for a more performance based offering and another for a combo of both.
In non English speaking regions, roman numerals or even translations could be used.
In addition, I wish that Caddy, during this moment of change, would revive the old winged V-like logo for V series models.
If CT6 is the flagship, it looks like they left room for a few more numbers above it.
By all means , change the names , but will consumers care ? How high is the visibility and desirability of the Cadillac name plate ? How rich is it history of refined , valued elegance and what does it mean to the younger professionals , your doctors , lawyers and merchant chiefs ? Has Cadillac been coasting along recently with edgy designed cars in North America while ignoring , for the most part , the big interest/turnover in the middie SUV marketplace ? Will the name change raise the bar or give the marketplace what it wants and plans to buy now ? Will the avante garde edgy styling completely disappear ? One could hope so , indeed a new 2015 coupe model is understated , can’t believe I said that , with actual rear visibility . Cadillac still appears to be in a continued search for a formula for its designs and success . The competition has been refining its products for years and appearances , while understated , the quality and refinement hit a responsive chord with people of means . What results of the name changing , the appearances changing and evolving mean to a potential buyer when so many manufacturers offer compelling long valued , refined name brand alternatives ? Here’s a thought , simplify the names and hone your car choices severely , concentrate on a core of two max car models with quality components/parts components that will be the styling, quality , benchmarks for years to come and add two more middie SUV models . I think the marketplace has been trying to tell you something for years now , but you haven’t been listening . Throwing more against the wall to see what sticks just doesn’t cut it anymore , its comes down to WHAT you are throwing and for how long , not HOW MUCH !!
I like the “nick name” approach for special models. Really want the CT6 to be an Eldorado or Elmiraj. Escalade just fits because we’re used to it! Don’t really love the “letter/number” thing anyway, let the Europeans do that This is America we always give our cars names!! You all know the list is long with cool names, the only numbers mentioned were for engine size (though we don’t have to do that anymore)
Not sure what the point is here… Is a “name hierarchy” really that important?
I mean, does anyone really think the only way to be successful is to make their cars a hash of numbers and such? And if it were THAT portant, why isn’t BMW calling Rolls Royce’s Silver Spur a “SS8” or Audi calling the Lamborghini Aventador the “AV10”?
Besides, there’s a lot of recent “cred” built into a name like the Escalade, which would be lost with a switch to meaningless numbers.
And I’d finally point out – has Infiniti renaming all their vehicles to “Q-something” really helped?
Another point – if alphanumerics were so successful, then why is Porsche going the other way?
In the past, they had the 914/924/944/928/911.
Now, aside from the hypercar 918, they have the 911, Cayman/Boxster, Panamera, Cayenne and Macan.