Cadillac's design language

When art meets science

May 24, 2009

Special to the Star

In this continuing series of interviews with some of the world's top designers to find out what defines the look of certain brands, Wheels spoke with Cadillac's director of design, Clay Dean, about the brand's Art & Science design language.

He talked about how it expresses Cadillac's image and how it has evolved since the first example, the Evoq concept, burst onto the scene more than a decade ago.

WHEELS: What prompted the move to the new Art & Science direction?

DEAN: Cadillac was in trouble in the 1990s, servicing a more traditional luxury customer. Most Cadillac customers were maturing, and they didn't like to travel too far from the heritage of the brand. We saw Cadillac wasn't resonating with Lexus or BMW owners, and knew we had to make a change.

Interestingly – and very much like what Harley-Davidson struggles with – traditional Cadillac customers were so knowledgeable about the car that we were very limited in the amount we could change.

WHEELS: What are the core brand values today's Cadillacs are trying to convey?

DEAN: The development of the Art & Science look was all about the establishment of the Cadillac brand with a philosophy of both visible and perceived technology – hence the phraseology: art and science.

At its height in the 1950s – during the launch of the space age – Cadillac stood for the future, about looking forward, but balanced with a high degree of fashion. That's what we're trying to get back with in our new cars.

WHEELS: What are the key Art & Science design elements on any new Cadillac?

DEAN: Overall, we try to achieve a dramatic presence. And it's important that our cars have simple gestures or graphics.

You can see that with the blade-like spear that starts at the back of any Cadillac – except the Escalade SUVs – that helps define a "diving" gesture of the car. Then there's the fast sweeping C-pillar that supports the forward thrust of the car .

Another key element is the vehicle lighting. The back is defined by a new interpretation of the traditional Cadillac tailfin, now in the form of the sharply creased taillight.

Up front, the same vertical theme continues with the headlights, which also have a purpose of illustrating a high level of technology. They also frame a prominent face or shield-like grille.

Finally, in plan or overhead view, you can see peaks at the front and rear and a definite split-line running along the top of the hood.

WHEELS: How does the new Converj hybrid concept fit in?

DEAN: It accomplishes all the Cadillac gestures that I just mentioned, but it starts off in such a different place.

Obviously, the vehicles' propulsion (the Converj uses the Chevrolet Volt's gasoline-electric hybrid chassis) is now the big part of the evolving Art & Science story that started with the Evoq in 1999.

The Converj's exterior suggests there is great technology inside, but the size of the car suggests responsibility too.

Watch a slideshow on the elements of Cadillac's design at Wheels.ca

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