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Cadillac Drops Wreath Logo for Bolder Crest
By Jeff Bennett
DETROIT--It isn't every day a car company changes the badge on its vehicles.
But after 14 years, Cadillac has decided to ditch its trademark leafy wreath and go with a bigger, bolder crest in an effort to inject a little more edginess into General Motors Co.'s storied luxury brand.
The wreath-less emblem will begin appearing on Cadillac vehicles by the middle of the year and be expanded across the entire portfolio by the end of the year.
"It became apparent from some of our customers that the wreath had become dated," said Cadillac global chief Bob Ferguson. "So we decided to change it, and we think it looks great."
This isn't the first time Cadillac has taken down the wreath since its first appearance in 1902. However, it may have been one of the hardest since the new crest had to be configured to house the front radar system used in the brand's crash-avoidance system.
"For us, it is very modern and has a jewel-like appearance," said Andrew Smith, executive director of Global Cadillac design. "It was funny because we really talked a lot about how people would perceive this change, and really, it's just part of an evolution. This is not something we want to change regularly, but the new look really reflects where the brand is today."
Cadillac's founder Henry Leland named the company after Antoine Laumet de La Mothe, sieur de Cadillac, who is also the founder of the city of Detroit. The Cadillac crest was based on his coat of arms. Cadillac was purchased by GM in 1909.
Write to Jeff Bennett at firstname.lastname@example.org
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