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.
Comments
Yeah and did you hear that GM is buying the rights to the 911 from vw due to vw needing to pay off diesel fines. GM then wants to reengineer it as a corvair for Chevy. Pontiac is also coming back in 2019 as a performance but no naturally asperated engines. All new pontiacs will be powered by hydrogen.
Those all sound like April Fools stories. We only report truth here.
More likely it is an April Fool’s joke because there was no link to the story and look at how many times you misspelled Uwe’s last name. I can’t pronounce his last name but I do know it is not the correct spelling.
hilarious but actually something GM would be dumb enough and do in their desperate attempt to make Cadillac relevant.
I’m so confused. 🙁
Indahaus ha ha.
You couldn’t wait till Monday?
meh, not funny enough. I’d have written a story claiming that Obama was directing the DoT to apply the gas guzzler tax to pickups and SUVs. That would have lit up the Internet.
While this may be a prank, there was chatter for Cadillac to spin off Escalade as a brand of luxury SUV and CUV vehicles; sort of like the chatter for Chevy to spin off Corvette into it’s own family of cars including the Camaro and a sedan either a Alpha platform or Omega.
The Chevy idea is great. The Dodge (sub-brand, because one can only call such a small and focused line up a sub brand) has, even with dated vehicles, become a FCA cash cow.
A “Corvette Brand” would give focus, a clear mission statement, and allow GM to sell the line up globally without Chevrolet.
Not too excited about waiting till 2027-2029.
Funniest thing I’ve read today. 🙂
And NO, there should be NO spinoffs from Cadillac anymore than there should be a Corvette spinoff from Chevrolet.
I think it’s so dumb that they are planning 15 years into the future….a lot of things could change during a 15 year time period and plans
could be changed.
With that kind of perspective, I for one am so glad you’re not running a multi-billion dollar company 🙂
Another brand! Buick could fight against BMW, Audi and others, while Cadillac refocus on the high luxury market to fight against Rolls, Bentley and Bugatti with names like Fleetwood, Brougham, Eldorado, and Sixteen… it’s just my dream
I knew that they would kill Cadillac! There was a reason why concepts like Avista and Aveair were presented at Buick as opposed to Cadillac and it was obvious that GM was seeking a Cadillac fails back up plan.
Caddie does have baggage but GM has dumped billions into the brand. New brands are difficult to begin and very expensive.
I know who will be selling Avista!
I don’t know what you are smoking on but whatever it is, anyone with sense will be hesitant to try it.
While this was an April Fool joke, it is obvious that GM is keeping every option in terms of branding as the company so desperately tries to enter luxury and extract the fat margins gathered from the segment.
Higher end RWD Buick (instead of buzz gathering Cadillac concepts) models are being presented to test waters & it pretty apparent that GM is open to brand reorganization, taking Buick upmarket as opposed to its current status as today’s answerr to Oldsmobile (a higher quality Chevrolet with more a slightly more refined design ethos).
Escslade will never be a sub brand but, if Caddy fails to pick up steam by 2020, Buick will become The General’s answer to Audi.
Who knows? But going alphanumeric seems the best way to compete against global brands.
Regarding high end luxury vehicles, GM now has the formula to make low volume high end luxury vehicles a profitable strategy. Money is not an issue for these targeted customers.
Maybe Cadillac will bring out a $ 200k flagship in
Around 2025 called the T8 and slot a $300k flagship called the T10.
I do think Caddy has the potential to move up market with halo Saloons and Grand Tourers to compete with Bentley and Aston Martin.. Any one who has seen Ciel and Elmiraj might feel the same way. Buick Avenir (Omega platform) and Avista (Alpha platform) concepts demonstrate Buick has the potential to step up market and compete with more freedom than Cadillac in the premium segment.
I’ve never heard of anything more STUPID in my life…Its Time to clean house at Cadillac.
Hopefully the great stuff will come sooner rather than later….I don’t want to wait till 2029.
This MUST be an April Fools joke. Otherwise somebody at the NY HQ has slipped a gear in their head.
A better April Fool’s joke would be to say Cadillac is abandoning competing with the Germans and going FWD for the next generation of cars
[Please don’t bring this comment to the boardroom, DeNysschen.]
There actually was talk of Cadillac considering this type of move a few months ago ,which lit-up the Cadillac forums .
Wake me up when this bad dream is over . 😉
Wow! Somebody at GM must have their head up their ass to drop the name Cadillac. This is the stupidest thing I have ever heard. The Cadillac name has always stood for the top of the line Quality & Luxury. I have thought for the last several years all the models being named by letters was very confusing, Not only do I think they should keep the Cadillac name but should bring back some of the old name plates. Old names such as Fleetwood, Sedan Deville, Coupe Deville and El Dorado. As someone said lets hope this a bad April Fools Joke.
You thought this story was authentic? Type in the search in Google or Bing and see how many websites come up with the similar story.
names like fleetwood and deville are just history and names for old folks not younger buyers.
squit these stupid first april jokes… this is serious site. one joke was enough. And yes, cadillac must build big and expensive cars… not only cheap and dated junk.
The CT6 and XT5 are pretty much cheap dated junk…the soft edges are bold but that’s it every thing else is dated such as the slab -sides and wedge shap appearance…Art and Science is cheap dated junk.
It’s an April fools article for sure!
Cadillac marketing Chief ‘Uwe Indahaus’?? not ‘Uwe Ellinghaus’
This story must be a daring great April Fool’s joke !!