Cadillac has seen quite a few big changes since current brand president, Johan de Nysschen, stepped in to take the reins. One of those changes was a complete revamp of the brand’s nomenclature, ditching the “TS” for “CT” and “XT”, followed by a number to present the vehicle’s hierarchy within the lineup.
However, plenty of skeptics aren’t feeling the love with the latest nomenclature, stating storied nameplates like “Eldorado” and “Coupe de Ville” will help project its iconic image.
“I don’t claim that it is stunningly creative,” de Nysschen says of the new naming convention, as reported by Wards Auto. The only vehicle within the Cadillac lineup to keep its proper nameplate is the Escalade, for obvious, successful reasons.
“Alphabet soup is one of the characteristics now of the luxury market,” said de Nysschen, adding that Cadillac has a greater chance for success with alphanumeric nameplates.
“And we know that on a global basis, luxury-brand consumers like to know the hierarchy of things,” he said. “They cannot figure out the hierarchy if we use names.”
That doesn’t mean there isn’t any love, though. It’s just doing business globally.
“[I feel] emotional tugs at my heartstrings when I hear names like the Eldorado and Coupe de Ville. But I will tell you, to a 30-year-old luxury brand intender in China, it means absolutely zero.”
Lastly, de Nysschen offered up one last piece in defense of alphabet soup: Cadillac is going to have a lot of new product coming.
“If you go on a product offensive on the scale that I’ve just described, it’s not easy to find names that are relevant.”