American Luxury Car Brands.

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The Ford Motor Company is reviving the Lincoln Continental, a car it discontinued producing in the U.S. in 2002. Last fall the Lincoln Continental begin selling in China and seems to be doing well.

The Cadillac family of luxury cars has long eschewed the use of brand names in favor of numbers and letter. A sad branding mistake. I tried hard to think of a Cadillac brand but couldn’t. STS comes to mind, but in my mind’s eye I’m not even sure what one looks like. A Lady Gaga shoe perhaps? So I Googled Cadillac brand names and Wikipedia brought me to a page filled with numbers and letter and only a couple of names: the Fleetwood (in the 50s), Coupe DeVille (60s) and the El Dorado (80s). How quickly we forget.

The alphabet soup of model names Cadillac uses is, I suspect, intended to shine the light on the master brand.  It’s not a good move.  The Escalade was a great brand name, so we know they can do it. Maybe they’re waiting for a really nice car design before launching a new brand name?

Moving the Cadillac corporate offices to SOHO in NYC was a good first move. I’m thinking some nice designs and names aren’t too far away. Peace.  

PS.  The current Lincoln names are no better, MKC, MKS, MKK. Oy. At least they have the Continental brand to work with.