Friday, January 17, 2014

Cadillac gained weight over Christmas…

…Like, a lot.

While we were all too busy wishing one another ‘Happy Honda Days’ and ensuring it was a ‘December to Remember’, no one remembered to tell Cadillac to go easy on the sugared cookies.

And now, this:
There’s more to love at Cadillac!
…Or not. Yeah, DEFINITELY NOT.

The new look scraps the laurel wreath, making room for the adjusted (read: inflated engorged) iteration of the signature crest.

Developers maintain the new mark matches the brand’s forward-thinking mantra “lower, longer, leaner” – a promise embodied in the brand’s current and near-future automotive designs.  Is it just me, or does the Cadillac fleet seem to place emphasis on the exact opposite? Tall, slim, sharp featured headlamps and taillights; emphasizing narrow, vertical height -- it's a style in glaring contrast with the now horizontally-focused brand mark.

Sorry, but I’m not buying it.

While I commend the brand’s refresh for adopting the less-is-more trend in sharp, streamlined design, I can’t get behind the increase in total surface area and disproportionate balance top/bottom, left-to-right.

It looks like some graphic design intern didn’t know they were supposed to hold shift when they tugged on the corner.

It’s both clunky and garish and looks extremely down market for a brand intended to compete against foreign luxury nameplates.

Size matters.

And when it comes to applying brand to car, one size does NOT fit all.

Mercedez-Benz and Volvo, YES – bigger does seem better.
The new look is slated to hit the streets this summer with the delivery of the 2015 ATS Coupe. Let’s hope it gets some toning time in at the gym before then, ‘cuz this brand is by NO MEANS beach-ready.

Happy New Year!
-DS :)

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