#Cadillac

The Cadillac Lyriq’s final production form remains unknown, but the “show car” revealed late Thursday is said to be a fairly close representation of the real thing. That show car is also not far removed from a conceptual rendering released in January 2019, previewing a vehicle that will enter production in late 2022 as a 2023 model.

A lot can happen in the span of more than three and a half years: Buzz can wear off, unreleased products can grow outdated, rivals can catch up. Imagine if Chrysler’s “Suddenly, it’s 1960” collection of 1957 creations were first teased in early 1953.

Cadillac’s betting that the Lyriq’s attributes will remain fresh come roll-out time, and that could very well prove true.

Cadillac debuts its electric Lyriq crossover on August 6th, just a few short… well, at least a year or more before it goes into production as either a 2022 or 2023 model.

Hoping to generate Bronco-worthy levels of buzz that won’t materialize, the automaker released a couple of teasers of the upcoming vehicle, revealing a feature that causes this Canadian to tug his collar in an aggressive manner.

Here at TTAC World Headquarters, we’re all in lockstep agreement that Cadillac’s electric vehicle naming strategy is both awesome and timeless. Names like Lyriq and Celestiq defy any and all attempts at derision and joke-making.

With that lie out of the way, let’s move on to the next addition to the brand’s EV stable: Symboliq.

General Motors’ pledge to introduce 20 electric vehicles by 2023 sounded great to tech-obsessed investors and granola types, but the exact nature of these products, for the most part, remained hazy.

Sure, the Hummer name’s coming back, attached to a massive (and massively powerful) GMC pickup, and the Chevrolet Bolt’s getting a sibling, but what about the rest? Well, there’s news on that front.

The decision to saddle the first all-electric Cadillac model with a name like “Lyriq” was made all the more eyebrow-raising when the second-in-line EV Caddy’s name cropped up: Celestiq. Stop it already! What’s going on here, many asked. While eager for a break from the de Nysschen days of alphanumeric gobbledygook, some were not ready for this particular naming convention.

So what’s the deal here? Cadillac explains.

Cadillac President Steve Carlisle just got a promotion. Following the announced departure of General Motors North America President Barry Engle, GM tapped the 58-year-old Canadian for the spot.

Arriving at Cadillac in 2018 after the ouster of former brand boss Johan de Nysschen, Carlisle has overseen the introduction of new product and the development of the first of Cadillac’s future range of electric vehicles. It’s a direction GM’s pursuing heavily across all brands, making Carlisle an obvious pick for Engle’s job.

“Lear-ick” or “lear-eek”? That’s the first question the Cadillac Lyriq brings to mind, the second being who, exactly, was behind the naming of this future electric crossover. Names matter, and if they don’t roll off the tongue easily, that’s a problem. At least for non-Italian brands…

But this writer digresses. On Thursday, which proved quite eventful in terms of product news, Cadillac decided to seek a little limelight of its own.

Cadillac is a brand beleaguered. Part of the reason is its misadventures in Crossover Land.

In a world where Acura, Lexus, and others are serving up premium crossovers at premium prices, and building competitive vehicles while so doing, Cadillac has served up something that’s more like a glorified Chevy.

That, obviously, is a problem.

Hoo-ah. While some readers might argue that Cadillac still has a long way to go to recapture the prestige it once enjoyed, maybe they’d feel differently if their house — or body — emitted the rich scent of the crested marque. Whatever that might be…

According to a U.S. trademark application, it would seem that Cadillac wants to get back into the fragrance game.

A light dew suspends itself on finely manicured lawns as you glide past. Lucky Strike in hand, Miles Davis plays on the radio as you adjust the six-way power seat. At the office, the space in front of the door has your name on it.

The year is 1960, the winner of capitalism is you, and your car is the Cadillac Eldorado Seville.

While it remains to be seen whether the revamped 2021 Cadillac Escalade enters production on schedule this summer, other details about General Motors’s loftiest SUV have begun leaking out.

One item concerns the vehicle’s price, while the other tidbit might interest those who have a difficult time separating their eco-consciousness from their economic reality.

Emotional response. That’s the end goal of marketing — well, the second-to-end goal, and words and images are what a savvy marketing pro uses to plant that seed in the human brain. Rapidly germinating, the seed quickly grows into a desire to consume. To own. To bolster one’s identity with a product that says something about them, and which makes them feel good in a strange, hard-to-define way.

We’ve all been lured in by slick advertising, product placements, and the like, but products don’t always need a third-party ad agency to boost their image. The manufacturer gets first crack at that.

Which is where naming come in.

Cadillac has pulled the curtain back on its expanded CT4-V and CT5-V sedan lineup, confirming that the brawnier versions of those performance variants will carry a Blackwing designation.

Designed with track days in mind and available with manual transmissions, the CT4-V and CT5-V Blackwings will offer potent power, just not of the Blackwing variety.

Mercedes-Benz got out in front of BMW while automotive sales languish in the gutter, though neither company finds itself resting comfortably upon a bed of roses. The global pandemic has made sure of that; no segment has gone unaffected by social distancing measures, but it may be the luxury divisions that have it the hardest moving forward.

Up until recently, premium nameplates had done rather well — scooping up an increasing share of the total auto market for years. While the Great Recession momentarily suppressed their ascension in 2008 and 2009, it was a temporary setback.

Luxury brands have had a good decade overall, with any rough years being offset by expansions in their lineup (chiefly crossover vehicles). Now they’re trying to move downmarket to capitalize on younger customers with a bit more pocket money. It might have been a good strategy, were it not for the coronavirus outbreak and subsequent economic downturn.

Cadillac had become by far the top luxury car manufacturer in North America by the early 1970s, with the all-time pinnacle of Cadillac production reached in the 1973 model year: 304,839 ’73 Cadillacs purred off the assembly line. Then, well, the Yom Kippur War pissed off OPEC’s most important members, European luxury cars gained more than just a minor foothold, and Cadillacs became so commonplace that their prestige value sank for the rest of the decade.

Here’s a big, plush Sedan DeVille, from the final year of Cadillac’s undisputed reign over the American road, photographed in a Denver self-serve car graveyard earlier this year.