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

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.