Cadillac Launching New Corporate Logo With Lyriq

There’s a new automotive trend afoot, one where industry giants alter their iconic corporate logos so they’ll play better in a digital environment. Shadows and color gradients designed to give an image depth don’t always pop on a cheap screen the way they might on the glossy piece of paper and have encouraged manufacturers to transmission to flat, monochromatic icons that look bad everywhere.

But consistency isn’t the only reason to change logos. It’s also an opportunity to signal to customers that you’re evolving as a brand, which is why so many companies have associated their new iconography with the pivot toward electric vehicles. General Motors, recently ditched the logo it’s been using (more or less) unchanged since 1964 for a Bizarro World alternative that swaps the color pallet and makes the letters lowercase. Now it’s modernizing the emblem to be used for Cadillac’s electrified products until they gradually supplant the entire lineup.

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Abandoned History: The Early 2000s WiLL Project, for The Youths (Part IV)

The WiLL branding project in early 2000s Japan was intended to excite and interest younger consumers with stylish products, all of which were marketed as WiLL. At the pinnacle of unique WiLL offerings were three different small Toyotas: The first two were the unpopular and unsuccessful retro-French themed Vi, and the modern-looking, popular, and unsuccessful VS.

Around the middle of VS production, Toyota just knew there had to be a part of the market they hadn’t reached yet and reintroduced the idea of the Vi with a polar opposite stylistic direction. This is the Cypha.

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Abandoned History: The Early 2000s WiLL Project, for The Youths (Part III)

Several Japanese companies embarked on the WiLL sub-brand exercise at the dawn of the new millennium. Miscellaneous WiLL-branded products were introduced alongside a funky new car offering from Toyota, the WiLL Vi.

The baguette-themed retro sedan was an immediate failure amongst the youthful consumers WiLL was supposed to attract, so Toyota had a very quick rethink. Meet VS.

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Abandoned History: The Early 2000s WiLL Project, for The Youths (Part II)

The WiLL project was a short-lived collaborative marketing effort by several Japanese brands, intended to capture the interest and money of youthful buyers. Using emotional engineering, seven companies launched new products in the early 2000s wearing WiLL sub-branding. Included in the myriad of offerings were three different subcompact Toyotas.

And here’s the first one, the WiLL Vi.

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Abandoned History: The Early 2000s WiLL Project, for The Youths (Part I)

Today’s Abandoned History story is one of targeted marketing. In the early 2000s, an amalgam of Japanese corporations combined efforts to reach out to younger consumers via unified branding. Cars, food, appliances – all across Japan new, youth-focused products all wore the same sub-brand: WiLL.

Collectively WiLL asked, “How do you do, fellow kids?”

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Ford Ranger Makes a Splash in U.S., Comes Out As Gay In Europe

Ford has decided to revive the Ranger Splash appearance package that was a common sight in the 1990s. However, the current version has just about as much to do with the original graphics as the trucks do with each other. Rather than adding a splash of color along the side of the pickup (like on the original) Ford has elected to go with black vinyl and a little bit of orange. Though it does help the truck stand out a bit more, especially when combined with the remaining accouterments, it’s not all that reminiscent of the original look.

Meanwhile, an ocean away, Europeans are getting the “Very Gay Raptor Ranger” in the most pathetic example of corporate pandering in recent memory. But let’s start with the Splash.

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Ford Introduces Gasoline Scented Perfume to Help Sell EVs

Ford’s marketing for the Mach-E is getting truly bizarre. Rather than stick to the traditional method of buying up advertising space and bombarding consumers with commercials, the Blue Oval has been branching out by introducing automotive-themed fragrances. However, the gasoline-scented toilet water the company has cheekily named “Mach-Eau GT” and designed to remind customers of what they’ll be missing when they transition over to electric vehicles.

Introduced at England’s Goodwood Festival of Speed, the perfume carries notes of gasoline, rubber, and the pleasantly noxious off-gassing of interior adhesives that’s responsible for the new-car smell. But it’s exceptionally difficult to determine if this is a gag to highlight the olfactory superiority of electric vehicles or an earnest attempt to preserve the sensory experience of the traditional automobile. This is made worse by Ford’s Mach-E coming with synthetized exhaust notes designed to con the driver into thinking they’re driving something that’s burns gasoline. Are we fetishizing the past as we attempt to kill it or just mocking it?

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Leaked Docs Show Honda Civic Hatch, Si On-Sale Dates

Leaked Honda marketing materials seem to show when the Honda Civic hatchback and hopped-up Si trim will go on sale.

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Emerald-Colored Glasses: Just How Green Are EVs?

As the resident sourpuss, I make it my business to complain about every industrial hypocrisy that crosses my path and the automotive sector has kept me so busy that there’s hardly any time left to address my own failings. Though I do have to confess that I sometimes feel guilty about how frequently I’m compelled to gripe about electric vehicles. Provided that you’re willing to work with their charging limitations and less-than-impressive ranges, EVs have a lot to offer even in their current state. But the way they’ve been marketed has been so consistently disingenuous that I often end my days on the cusp of a frustration-induced aneurysm.

The winds appear to be changing, however.

After years of watching the industry bang its head against the wall, the media seems prepared to shift its position. Accelerated adoption of pure electrics doesn’t seem to be happening and too many EV startups have ended up being little more than an opportunity for investors to throw away money. Increasingly fewer people ask me about battery-powered cars in a way that suggests true enthusiasm. Excitement has given way to dubiousness as more people have begun to ponder if electrics are really all they’re cracked up to be.

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New Communicators at Audi and Hyundai

Audi’s Emilie Cotter

Hyundai and Audi both filled high-level communications posts this week. Audi promoted Emilie Cotter, while at Hyundai Sarah Fullwood arrived devoid of automotive experience.

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2021 Acura TLX Type S Picks Up the Pace This Weekend

The 2021 Acura TLX Type S will pace the field at the Acura Sports Car Challenge at Mid-Ohio in Lexington, Ohio this weekend. The TLX Type S’ debut is one we reported previously, with more details available now than Acura had previously released.

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2022 Subaru Solterra ESUV Proclaimed

In 2022, the Subaru Solterra electric SUV will go on sale. Another Subaru-Toyota joint venture, it’ll roll on the new e-Subaru global platform.

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Tesla Confesses to California DMV Self-Driving Tech is Overhyped

Back in January, Tesla CEO Elon Musk said he remained confident that his company would be able to deliver a self-driving vehicle exceeding the capabilities of an average human pilot by the end of 2021. But this has become a tired excuse used almost reflexively by automakers for years, making the inevitable shifting of the goalpost so predictable that nobody even bothers to get upset anymore. Being lied to is just part of everyday living and the automotive sector is just one droplet in the overflowing bathtub of mendacity.

Unfortunately, organizations continue making the mistake of expecting to be given the benefit of the doubt as they continue repeating the same fables. We know they’re working on solid-state batteries and autonomous cars, but they’re hitched to these unrealistic expectations and completely fabricated timelines that draw our focus while they engage in slimier practices on the sly. While holding them accountable is often easier said than done, catching them in a lie is usually fairly simple. For example, the California Department of Motor Vehicles accidentally called out Tesla on the full self-driving (FSD) beta it’s been testing with employees.

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2022 Hyundai Kona N Unwrapped

Hyundai rolled out the 2022 Kona N yesterday at its N Day, a digital showcase for the N brand. The latest N brand inclusion, Hyundai’s N and N Line will grow to 18 models through 2022. Hyundai expresses its ambition for the brand with the tagline ‘Never just drive’.

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Domino's Delivers Pizzas Autonomously in Houston

Domino’s has launched autonomous pizza delivery in Houston, Texas this week. Customers can choose to have their meal delivered by Nuro’s R2 robot. Nuro has the first completely autonomous on-road delivery vehicle approved by the U.S. Department of Transportation.

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  • Dartdude The bottom line is that in the new America coming the elites don't want you and me to own cars. They are going to make building cars so expensive that the will only be for the very rich and connected. You will eat bugs and ride the bus and live in a 500sq-ft. apartment and like it. HUD wants to quit giving federal for any development for single family homes and don't be surprised that FHA aren't going to give loans for single family homes in the very near future.
  • Ravenuer The rear view of the Eldo coupe makes it look fat!
  • FreedMike This is before Cadillac styling went full scale nutty...and not particularly attractive, in my opinion.
  • JTiberius1701 Middle of April here in NE Ohio. And that can still be shaky. Also on my Fiesta ST, I use Michelin Pilot Sport A/S tires for the winter and Bridgestone Potenza for my summer tires. No issues at all.
  • TCowner We've had a 64.5 Mustang in the family for the past 40 years. It is all original, Rangoon Red coupe with 289 (one of the first instead of the 260), Rally Pac, 4-speed, factory air, every option. Always gets smiles and thumbs ups.