Cadillac has come a long way in the last 15 years or so. The brand was once known for marketing oversized land yachts to the senior set. But, since those more lackluster days, the automaker has done a masterful job of reinventing itself, changing its image and offerings top-to-bottom in an effort to appeal to a younger, more affluent crowd.
The results of these efforts have been impressive. Cadillac has gone from selling overpriced Buick clones to competing head-to-head with world-class companies like Mercedes-Benz and BMW. And now, as part of the continuing transformation process, the company is shedding one of the last remaining symbols of the old days: its logo.
The reason is simple: marketing data says it’s the right thing to do. Surveys of potential customers show that the pair of laurels around the logo’s edges is turning car buyers off. “Outdated” and “obsolete” are words that popped up during feedback sessions. Two words that Cadillac has no desire to be associated with.
Exactly what form the new design will take won’t be known until the 2013 Pebble Beach Concours d’ Elegance, which will be held August 14th through the 18th. After its initial unveiling, it will begin to appear on cars beginning in the 2015 model year.
The change dovetails with the introduction of a new design approach that Cadillac has embraced. Known as “Art and Science,” it was the guiding style behind such concept vehicles as the Evoq and the Cien. Presumably the new logo will follow the same principles that guided the sculpting of those vehicles, including an emphasis on aggressive styling and clean, distinct edging.