A whiff of the same old desperation at new GM?

Tony Van Alphen

BUSINESS REPORTER

It's not the smell of the interior of a new luxury model, the whiff of gasoline or even the aroma of burning rubber.

It's much more. It's the luminous fresh scent from grapefruit and camomile and a mix of geranium, tarragon and cinnamon – plus sweet spice and incense.

Think of "Cadillac, the new fragrance for men."

Sputtering General Motors Co., just out of a quick drive through bankruptcy court, will soon be using its iconic Cadillac brand to sell a line of fragrance for men.

Beauty Contact Inc., a Dubai-based cosmetic company and holder of the fragrance licence, said yesterday it will launch the Cadillac line in stores this fall to mark the brand's 100th anniversary.

"Cadillac, the new fragrance for men is part of the recent Cadillac renaissance: Hot new products and redesigns that capture the mantra of life, liberty and the pursuit," said Alwyn Stephen, a Beauty Contact director.

"Our fragrance is a relevant extension of the Cadillac lifestyle."

The line includes a spray, aftershave lotion, deodorant stick, hair and body wash. Some products will come in translucent glass bottles with sleek metal caps. The retail price for a 100 millilitre bottle of the eau de toilette fragrance will be $73.

"The design pays tribute to the opulence and extravagance of past eras, as well as the luxury and ease of today," the firm added.

But marketing expert Alan Middleton, a York University professor, said it's a bad example of brand extension and indicative of a troubled company. In the past, GM has licensed fragrances for Hummer, Chevrolet and Corvette.

"Anybody who knows anything much about branding would know this is about as bad an idea as when Roots tried to brand an airline," Middleton said.

"Neither Porsche nor BMW nor any other transportation brand that has tried this silliness has been very successful."

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