The rumors about a new Cadillac logo were true. The badge that appeared on the elegant Elmiraj concept coupe is indeed the new badge for the General Motors (NYSE:GM) brand that is the auto industry’s fastest growing luxury line. Set for its debut on the 2015 Cadillac ATS Coupe — another first for the brand — the wreathless Cadillac logo aims at the younger driver inclined to get behind the wheel of the brand’s sleek performance cars.
Cadillac announced it was dropping the laurel leaves that accompanied the crest on its original 1906 logo as well as its latest incarnation from 2000. Acording to the automaker, the new emblem “matches the lower, longer, leaner mantra of our current car designs,” an approach that makes sense in light of the evolution of the brand. Instead of stately and decidedly old-school, the new badge corresponds to the design of models such as the 2014 CTS and the new ATS Coupe, on which the first new logo will appear.
In fact, the forthcoming 2015 ATS Coupe represents a new direction of its own for the iconic GM luxury brand. It is the first compact luxury coupe in the product lineup, and is especially notable for its low weight and high torque capability. The agile approach to the new ATS Coupe is clearly aimed at a younger clientele.
Cadillac noted in a press release about the 2015 ATS Coupe where the automaker was headed with the design of its new cars.
“The 2015 Cadillac ATS Coupe is a natural step in the brand’s progression,” Cadillac said in the statement, “and another distinctive, fun-to-drive and technologically advanced product for a new generation of drivers.” Torque figures for the 2015 ATS Coupe will beat the jump of the ATS Sedan by 14 percent at 295 pounds-feet in the 2.0-liter turbo engine. It will sprint from 0-60 in 5.6 seconds.
What the numbers amount to is certainly the “lower… leaner” design Cadillac had in mind for its new logo. As for the “longer” aspect, many enthusiasts of the brand are hoping that stately Elmiraj coupe makes it to production. At seventeen feet in length, there is nothing compact about the Elmiraj. What it would do is provide Cadillac with the ideal product for more mature, affluent consumer. Added to the sleeker performance cars, that would give Cadillac a product line that’s tough to top.
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