The Truth About Cars Managing Editor Derek Kreindler (2014) recently pointed out that new Cadillac boss Johan De Nysschen is repeating what he did at his previous gig with Infiniti — moving the brand’s headquarters and changing its nameplates. Kreindler noted that it was still unknown whether only passenger cars would receive name changes, but “surely destroying the Escalade brand equity in favor of some alphanumeric combination is a criminally stupid idea.”
De Nysschen is engaging in the oldest trick in the book — just copy your competitor and everything will be fine. What’s particularly amusing is that he is doubling down on what ranks as one of the more questionable recent examples of industry groupthink — alphanumeric names for luxury vehicles.
The post’s comments thread offers a good summary of the problems with this trend, such as public confusion about what specific letter-number combinations mean.
Not that the auto industry is going to listen. So why not resort to idle ridicule? Two commentators deserve special recognition:
- DeeDub: “Pray this doesn’t go the way of the disposable razor market: First, Audi brings back four digit designations. Then BMW trumps them with FIVE alphanumerics! Next thing you know, we’re all driving around in social security numbers and PC passwords.”
- peterzeiss: “Hire the Pythons before they’re senile, use faux Latin and let the new Caddy be Biggus Dickus. Equally appropriate names will ensue for lesser models.”
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RE:SOURCES
- DeeDub; 2014. Commentator in “Meet The New Boss, Same As The Old Boss.” The Truth About Cars. Posted Sept. 24.
- Kreindler, Derek; 2014. “Meet The New Boss, Same As The Old Boss.” The Truth About Cars. Posted Sept. 24.
- peterzeiss; 2014. Commentator in “Meet The New Boss, Same As The Old Boss.” The Truth About Cars. Posted Sept. 24.
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