Cadillac’s senior executives have made it clear that they plan to leave this decade solely as an electric vehicle supplier. To that end, a series of new model names have been launched, including the Lyriq which is slated for model year 2023.
Now, thanks to internet sleuths, we may have learned a few other names that Cadillac has up its all-electric sleeve. They all end with “iq”… except one.
If you guessed “Escalade” as an outlier, give yourself a Gold Star. After all, there’s less chance of the marketing team wasting the equity built into that name. Thanks to the espionage of patent documents by the authors of CarBuzz, it looks like we will end up being treated with the Vistiq and Lumistiq spell checker.
Oh, and the IQL Escalade.
Your author is all for the return of real, creative names to Cadillac, which is slowly eliminating the hateful alphanumerics CT and XT imposed by Johan De Nysschen after he also made his way through Infiniti and put the letter ” Q “on everything. At least all of these new Cadillac names conjure up some sort of answer beyond customers wondering what the difference is between an XT5 and an XT6 and an XT8472.
There is also something to be said about the consistency of marketing within a brand (probably part of Johann’s argument for his naming scheme), so making all his vehicles end with “iq” isn’t the worst idea in the world, although it may cause incumbents – read: former – Cadillac sales staff to wonder what happened to names like Fleetwood and Sixty Special. In that vein, maybe eliminating your dealer body isn’t such a bad thing.
Adding “IQL” to the Escalade is a neat trick, one that keeps the brand looking forward while still retaining the good juju of that particular model. Plus, your author is willing to bet that the IQL is the long-wheelbase version of the Escalade, with the standard variant to be dubbed the Escalade IQ. I guess changing it to Escaladiq was a bridge too far.
Of course, these are just patents, which doesn’t necessarily mean they’ll be applied to the rump of a Cadillac. Automakers register brands all the time and don’t use them – sometimes to get a name while it’s under review, sometimes to kick journalists out and have us look for clues in the wrong direction. It is quite possible here.
But I don’t think so. Not this time. Cadillac has used many “iq” suffixes on its show cars, associated with this style of naming for several years now. And hey, Cadillac Vistiq doesn’t sound that bad. It’s certainly better than what’s on sale now, Johann.
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