The years when Detroit dominated the American luxury car market are a fading memory, with both Ford's Lincoln and GM's Cadillac continuing to lose market share to BMW and Mercedes. But that doesn't mean they've thrown in the towel and Cadillac, most notably, has seen some interest in its recent model releases, such as its ATS. Encouragingly, overall sales increased 22% in 2013. This month the more than century old firm even went so far as to debut the ELR, an electrified luxury coupe providing 340 miles of driving range.
As Cadillac tries to position itself as brand that combines tradition and modernity, yet another redesign of its venerable logo has seemed inevitable. And indeed that is now the case, with a new version of the classic Cadillac Crest, which first appeared on the Elmiraj concept car last year, now slated for use on vehicles in the second half of 2014.
According to Andrew Smith, Cadillac executive design director, “The Crest remains a consistent symbol of Cadillac and our core values. This new Crest matches the lower, longer, leaner mantra of our current car designs, and reflects the evolution of our Art and Science philosophy. Our goal was to evolve the emblem design to integrate with the new vehicle form while maintaining the core graphic elements that preserve its strong brand recognition. This resulted in retaining the iconic ‘crest’ shape and color palette with the geometric grid from the original Cadillac family ‘coat of arms.’” Apparently the crest was the coat of arms for 18th-century explorer Antoine de la Mothe Cadillac, who founded Detroit in 1701.
You can see the new logo below on the ATS model. Looks to me like it's right at home.