DeVille Is Dundee

USA Today: Cadillac is killing DeVille — the name, not the car.
Caddy_DTS.jpg
It has redesigned the model that’s been DeVille and renamed it DTS — which has stood for DeVille Touring Sedan on previous models — to conform with Caddy’s three-letter model names: SRX, XLR, STS. (Submit questions now: Chat with James R. Healey, 2 p.m. ET)
Caddy says it has used the name DeVille continuously since 1949 and has sold 6 million quite profitably. But it is willing to dump the venerable moniker because it’s come to have a dowdier image than the brand wants.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing affordable and effective integrated marketing solutions to mid-market clients.