DeVille Is Dundee

USA Today: Cadillac is killing DeVille — the name, not the car.
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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

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.