Cadillac has been working to do its best to re-establish itself has a luxury powerhouse. Its mileage may vary depending on who is asked, and thankfully, it’s found enormous success in China to finance greater changes in North America. However, BMW will introduce something new at the 2017 Frankfurt Motor Show this week, and we wonder if Cadillac could take a page from the strategy.
The German automaker will introduce a black-and-white roundel badge for its new “Elite” models—the 7-Series, i8 and i8 Roadster, 8-Series and X7 SUV. Per BMW, these models will be branded with the additional exclusivity marking to further differentiate them from lower model ranges. To compliment the subdued black-and-white badge, “Bayerische Motoren Werke” will be spelled out in full somewhere on the vehicle’s body.
We bring this up because Cadillac curiously introduced an all-chrome design for its shield badge with the debut of the Cadillac Escala concept. We wonder if General Motors’ luxury unit could benefit from placing the differentiated badge on its Platinum models; the strategy is basically in the trim’s name. Cadillac does place an all-chrome badge on the side of its vehicles, however.
The posh, muted badge isn’t just a signifier, however. It also gives owners access to a suite of services. By being an “Elite” model owner, customers are granted access to a bespoke “mobility service.” Not only can a customer’s car be picked up and returned to their home or workplace for scheduled services free of charge, but other vehicles may be loaned out, too.
BMW will give owners of a 7-Series the ability to loan out an X7 if additional space is needed. Or, an 8-Series may be loaned out for something a tad more spirited. It’s loosely kind of, sort of like Book by Cadillac, except it’s not a standalone service.
Could you see Cadillac rolling out a more bespoke badge? Let us know in our poll below.
Comments
Whether the chrome badge looks good is one thing, but the bigger thing for me would be the view that Cadillac seems to copy BMW and Merc a lot. Dare greatly and con’t just copy the competition.
Er, one could buy a black/white bimmer badge from Bavarian Autosport for 30 years. Also, red/black, blue/black, pink/black, etc.
It’s like the black kidney grills. That was cool for about 3 seconds in 2005, but now, naff…
The only premium badge that means something is the gold tuning forks badge on Yamaha MotoGP bikes. Only once in their entire history did they put that badge on a for-sale bike.
Cadillac should use a special badge for their DPi race cars, and only put that badge on one single hyper special car every 10 years, sort of like the Ferrari GTO/F50/Enzo/LaF, but that car should not compete with Ferrari, it should be an ElMiraj type car.
Here we go again , should ” Cadillac copy…… ” anything that seems to come from the Europeans . Cadillac is like a lost child looking to the adults in the room as to what to do . Cadillac needs to start leading in something they can call their own .
Don’t give em any ideas, if they hear about BMW doing something, we all know Caddy will follow.
Cadillac already has a premium “badge” — it’s called Platinum. The “Standard of the World” should lead – not follow.
“Dare Greatly”. WTF is that supposed to mean anyway?! What’s next? “It’s not just a car. . . It’s an adventure!”
CCC
Not only BMW is introducing a new badge at IAA, but they are also celebrating the 25th anniversary of their in-house bespoke service, BMW Individual.
The color of badge is the least of Cadillac’s problems in that regard.
The Platinum trim & concept needs to die. First of all you can’t have your top of the line model sharing its name with Fords & Nissans … Image & Prestige play a big role in the luxury segment.
Second, you can’t have options locked to a specific trim. What if I want a suede headliner or the dark wood or the massage seats for my Escalade, but I don’t the 2005 era entertainment system or the driver’s aid systems? This is a luxury car, not a Toyota.
Cadillac should’ve started an in-house bespoke service years ago. All the established luxury brands have their own divisions to tailor the cars to their client’s desire & needs. Basically coachbuilding for the modern times within the boundaries of safety regulations & minus the exorbitant fees of a true one-off (Rolls Royce Sweptail for example).
Audi have Audi Exclusive, Bentley have Mulliner, BMW have Individual, JLR have SVO, Mercedes have Designo & Porsche have Porsche Exclusive …. Rolls Royce is on a whole different level.
Genuine woods, metals, carbon fiber, fancy leathers with lots of colors to choose from, alcantara headliners, contrast stitching & piping, diamond or vertical or whatever quiltings, individualized plates or embossed\stitched Initials, unique paints & so on for all engine options.
When you are buying an AMG, an M or an Audi RS, you are not limited to just 1 or 2 interior configurations. A Cadillac V should NOT be any different.
Things that make the owner feel special & have a car tailored specifically to him or her. That’s luxury, you shouldn’t have to settle for anything less. You are not buying a Camry here.
Cadillac still have a chance to make this right.