By on September 22, 2014

Cadillac-Elmiraj-concept-front-450x256

What’s in a name? A lot, if you’re Cadillac. Though the brand’s green-lit flagship F-segment sedan bears the internal codename LTS, it likely won’t keep the name when the 7 Series/S-Class fighter makes its debut next year.

Automotive News says the reason for the possible move is due to the bottomless bowls of alphabet soup being served to Cadillac customers entering the showroom, “a weakness of the Cadillac brand” chief marketing officer Uwe Ellinghaus proclaimed earlier this year.

Last month, the premium brand snagged former Infiniti boss Johan de Nysschen as its new chief. In his former role, de Nysschen revamped the naming scheme for the Japanese premium brand’s offerings, using Q for cars and QX for crossovers and SUVs. The claim for the method behind the madness was that he wanted Infiniti to have a broader range of vehicles around the world.

No matter what happens, the world will likely know the name of the beast by the time of the New York Auto Show next April.

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43 Comments on “Cadillac Flagship Sedan May Not Officially Bear LTS Name...”


  • avatar
    Hummer

    Real name or bust.

  • avatar
    PrincipalDan

    Talisman, Cadillac Talisman.

  • avatar
    thelaine

    Titanic

  • avatar
    danio3834

    The obvious choice is Fleetwood Brougham d’Elegance.

  • avatar
    SMIA1948

    The New York Auto Show is in April.

  • avatar
    woofyman

    Eldorado

  • avatar

    As opposed to BMW, Mercedes, Lincoln, and Lexus, who all have nothing but the “weakness” of all models sporting alphabet/numerical soup names?

    • 0 avatar
      Hummer

      BMW and Mercedes have always done it, they get a pass, Lexus has no heritage, and Lincoln has less brand cache than Kia at this point.

      The idea that numbering or abbreviating something gives it more appeal is stupid, just call it the S10, or the series 10, if that’s the case. At least S10 has meaning and a little bit of history behind it.
      LTS, what is that? Large truck series, low tech system, lame train same?

      • 0 avatar
        mjz

        S10 was a Chevy pick-up.

        • 0 avatar
          Hummer

          Astute observation.
          …Sorry had to.

          And yes the S10 is probably out of all American made cars made after 2000, the most recognizable letter/number sequence for a vehicle name.
          It has value, I see an article for an RDX I have no idea what it is. I hear eldorado an I immediately think a brand.

          My point wasn’t to seriously name it that, but it takes a lot of sales, advertising, and time for a alphabet name to catch for most people, a name takes only a few observations to associate it with a car and brand.
          I still have no idea how any brand other than Chevys trim packages work.
          W/T, LS, LT, LTZ, that’s from repeatedly being around them, LE, SE, XE, DX, I have no idea what brands any of those go to. Which is fine, if I know the vehicle name and I’m interested I can go to a lot (or the Internet) and see the differences, if I don’t know the model name… Then what?

          • 0 avatar

            Looks like someone forgot about the F150 when they were claiming the S10 is the most recognizable model of Letters/Numbers for a vehicle name…

            And as to Lexus “not having a heritage,” then I guess 25ish years is not enough to develop a heritage. And forget about all the times the LS400 is brought up when discussing luxury flagships, there’s no “heritage” at Lexus.

      • 0 avatar
        ect

        A cache is a hidden store of something.

        I think you meant “cachet”?

    • 0 avatar

      Yeah, but E Class or 3 Series make for an instant recognition.

      • 0 avatar
        bosozoku

        CTS and ATS fit well in those range, but without a heritage alphanumeric like “750” or “S500”, I believe Cadillac is better off either dredging up a classic name or using something like Elmiraj for this vehicle.

    • 0 avatar
      Sigivald

      I’m not sure Lincoln is doing itself any favors with that, either.

      As Hummer said, Mercedes has done it forever, and BMW switched over 40 years ago with the death of the Bavaria (which was only called that in the US anyway).

      (I am also totally with Hummer, below, on “what the HELL do GM trim levels even try to mean?”.

      But in some fairness, nobody’s really good with trim levels in general.)

  • avatar
    Bangernomist

    The problem with names is finding a Cadillac model name that hasn’t been tarred and feathered by the malaise years. Fleetwood? barge. Eldorado? Hasn’t had class since Jim Croce sang about one. DeVille? nah. Sixty Special? hmmm…not many remember the Bill Mitchell original, but fewer remember the stretch front driver from the Roger Smith horror years. Maybe. Others?

    • 0 avatar
      dtremit

      Though it’d be a change from the original meaning, “Seventy-Five” has a nice ring to it.

      Biarritz doesn’t have that much baggage (if used on its own), but it’s kind of a weird name.

      That said, I don’t think Cadillac necessarily has to recycle an old name — they just have to have a name that *sounds* like one of their old names. Elmiraj is a little too weird, but it’s the right idea. Alhambra, maybe? Aragon? The auto industry has really over-exploited the map of Spain

  • avatar
    el scotto

    Heavy sigh, son of XLR. Priced like an SL, limited appeal, serious depreciation hits outside of those whole believe XLRs and Allantes are The One True Car.

  • avatar
    SMIA1948

    The success of the LTS (or whatever they decide to call it) will depend upon whether it is a real Cadillac. Although Cadillac seems to want to be BMW, they can’t be. Cadillacs are either “big, flashy, and American,” or they are nothing, and they don’t sell in numbers and at prices where they produce the kinds of profits that a car company needs to get from a luxury brand.

    The spy pictures that I have seen suggest that the LTS might be big enough–which is to say, significantly bigger than a Mercedes S550. If it turns out to be so, I would consider buying one myself, if it has a trunk that holds at least 20 cubic feet (the S550 is only 16 cubic feet).

    • 0 avatar
      Hummer

      +1

      If I want European luxury I have tons of choices, if I want American, I have.. the escalade, nothing wrong with the escalade at all, but that’s my choice, and that’s it.

  • avatar

    I like “Sixteen”. it blends the beauty of an actual name with the numeric. bring it out next year as a ’16.

  • avatar
    geozinger

    Great news, with regard to actually having a name. The whole alpha-numeric thing didn’t make sense in the US way of naming.

    My choices:

    1. Voyage
    2. Ciel
    3. Calais

    • 0 avatar
      PrincipalDan

      But Calais was the bargain basement Cadillac for many years. Although for once it would be GM recycling a name and taking it UPMARKET instead of downmarket.

      • 0 avatar
        Monty

        Bargain basement Oldsmobile, at least here in Canada. Cutlass Calais Supreme Brougham.

        No relation to Cadillac, and probably wouldn’t be so tarnished.

        Cadillac used a lot of names that sounded vaguely French or Spanish, like Seville, DeVille, Coupe DeVille, Sedan DeVille, Eldorado – I’m sure the marketers could come up with a name that would sound Frenchish and yet not have the tarnished reputation of so many of the hallowed names from Cadillac’s history.

    • 0 avatar
      bosozoku

      No LaSalle?

    • 0 avatar
      geozinger

      Ed Dan: How many people below the age of 50 would remember the Calais as a Cadilac model, though? I agree that the more recent association with the N-body Olds might be a hindrance, but even then, how many people below the age of 50 would remember those?

      I’m pretty sure if the car looks right and has the right equipment, one could name it the Saddam Hussein Coupe and it would still sell…

      • 0 avatar
        Sigivald

        “How many people below the age of 50 would remember the Calais as a Cadilac model, though? ”

        How many people under 50 would be in the market for whatever-they-call-the-LTS?

        • 0 avatar
          geozinger

          Without knowing *exactly* how much the car will cost, it would be difficult to say how many people below 50 could afford it. OTOH, it *is* supposed to fill an aspirational role.

  • avatar

    New Yorker

  • avatar
    wmba

    If Cadillac and this de Nysschen bloke (he’s praised to the skies for not doing much at Infinitii except the Q debacle, and merely followed Piech’s orders at Audi) really think this car goes up against the Merc S-class, just call it Cadillac S, or Cadillac Esse for the “artsy” marketing crowd.

    It WILL need a fragrance dispenser if it is not to fall behind Mercedes’ technological offensive, so the top model could be named the Cadillac Esse Glade Febreze.

  • avatar
    RHD

    I think that’s spelled “Heces”.
    “Elmiraj” sounds vaguely Egyptian, but brings to mind wandering in the desert, dying of thirst, or maybe the nickname of a terrorist.
    How about another European city, or a wine-producing region of France?
    Or, less pretentiously, call it the Cadillac Napa Valley.

  • avatar
    28-Cars-Later

    Cadillac Marseille.

  • avatar
    3Deuce27

    If it is an actual ‘Two door Coupe’ I still like ‘Elmiraj”. Unique name representing the flagship for a new era for Cadillac. Any of the old names would carry to much baggage that Cadillac best not rebirth in this new era for Cadillac.

    And, Cadillac needs to somewhat separate itself from the mothership, with more autonomy and just pull the best out of GM’s resources. It also needs to build its own unique powerplants, further separating itself from GM’s shared corporate identity with all the perceived issues that involves.

  • avatar
    3Deuce27

    CT6… How Dumb!

    Hello GM Inside News Forum Member!
    Welcome to the September 2014 edition of the GMInsideNews.com newsletter!

    To start off this month we have a great article from our good friends at AutoGuide.com about the New Cadillac Flagship to be Named “CT6”. Click on the first link below to check them out!

    http://www.autoguide.com/auto-news/2014/09/new-cadillac-flagship-named-ct6.html


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