Last week, Cadillac (NYSE:GM) pulled the wraps off its Elmiraj concept concept car, an ultra-elegant “grand coupe” that has the industry buzzing about the luxury brand’s next step. If the Elmiraj did indeed make it to production, it would represent the determination of General Motors to break into Mercedes Benz (DDAIF.PK) territory — and it may include a new Cadillac logo along with it.
Cadillac’s design team was strictly in showoff mode when it showcased the car in Carmel, California, last week. At 1 inch more than 17 feet in length, the coupe is heavy on style while retaining the brawn of a performance car. It sports a 4.5-liter twin turbo V8 that can churn approximately 500 horsepower on 500 pound-feet torque, and it brings Cadillac back to its rear-wheel drive roots. On top of that, the logo got a taste of modern style, as well. Several observers were wondering if that logo would stick, as noted by a USA Today report.
Gone are the laurel leaves that surrounded the Cadillac logo since its 1980 update, the signature of its cars for at least two generations. The new logo is wider, with a futuristic element that reminds one slightly of the original “Transformers” franchise in its color combination, outline, and layering. (If the concept sounds outrageous, recall that GM produced a Chevy Camaro Transformer Special Edition in 2009.)