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.............................. Cadillac
Logo and Trademark..............................
Cadillac is a brand of luxury vehicles, part of General Motors, produced and mostly sold in the United States and Canada. In the United States, the name became a synonym for "high quality", used in such phrases as "the Cadillac of watches," referring to a Rolex. In English usage outside North America, other brands are used in such phrases - usually Rolls-Royce. Cadillac's current slogan is "Life, Liberty and the Pursuit," in reference to the inalienable rights mentioned in the United States Declaration of Independence. After GM phased out the D platform in 1996, Cadillac was left with a completely front-wheel drive lineup except for the European-based Catera, introduced for 1997. The GMC Yukon Denali-based Escalade, Cadillac's first sport utility vehicle, was introduced in 1998 for the 1999 model year, and featured standard all-wheel drive. It was quickly created to capitalize on the instant market success of the Lincoln Navigator launched as a 1998 model and seemingly destined to propel the Lincoln brand's sales total for the 1998 calendar year well ahead of Cadillac's. Had this happened, it would have been the first time Lincoln's sales total exceeded Cadillac's in the previous forty-eight years.
By November of 1998, Lincoln's year-to-date lead was a comfortable 6,783 vehicles, but Cadillac's December sales were reported as 23,861 vehicles, more than 10,000 ahead of its November sales. A prominent proportion of this increase was a rise in Escalade sales from 960 in November to 3,642 in December. The result was an overall lead for the Cadillac brand by a slim 222 vehicles. Subsequent audits of sales records during the first quarter of 1999, prompted by the unusual numbers posted in December plus the fact that Escalade sales had dropped to a mere 225 vehicles in January 1999, resulted in the discovery of an "error" of 4,773 units. With this corrected, it meant that Lincoln had in fact passed Cadillac in total sales for the 1998 calendar year (187,121 Lincolns sold vs. 182,570 for Cadillac).
In the first week of May, 1999, a public retraction and apology was issued by GM spokesman Jim Farmer, admitting that "a combination of internal control breakdowns and overzealousness on the part of our team members" was the cause of the overstated figures, and adding that those responsible had been disciplined. However neither brand would have any reason to celebrate any sales success in the U.S. luxury market as their prior number-one and number-two positions had been overtaken by Japanese and German brands.
Somewhat surprisingly for a model with such a strong design heritage, Cadillac has recently resisted the temptation to produce any "retro" models such as the revived Ford Thunderbird or the VW New Beetle, and has instead pressed ahead with a new design philosophy for the 21st century called "art and science" which it says "incorporates sharp, shear forms and crisp edges — a form vocabulary that expresses bold, high-technology design and invokes the technology used to design it."
Despite Cadillac's attempt to create attractive smaller cars through the Art & Science model, sales of coupes had been sluggish and the make's flagship models, such as the Eldorado, continued their perception as large and unwieldy sedans that were the province only of the older buyer. Cadillac's fortunes changed dramatically, however, with the introduction of the Escalade, a large and ostentatious luxury SUV. The Escalade was initially a favorite of rappers such as Jay-Z, whose cachet added to the Escalade's imposing size and luxurious features to make the Escalade a desired mark of wealth and status. The Escalade has undeniably introduced the Cadillac brand to a younger generation of affluent buyers, and has re-established the Cadillac name as synonymous with luxury rather than geriatricy. Currently Cadillac offers no hybrid passenger cars. However, Bob Lutz was quoted in July 2007 as saying that "nearly every Cadillac product could feature a hybrid variant as early as the next two years." A hybrid version of the Escalade is scheduled to go on sale in the summer of 2008.
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