Cadillac is gearing up for what is expected to be the most significant transformation in the automaker’s 120-year history. For its EV flagship, Cadillac will bring back one of its most iconic symbols, first reserved for its most prestigious models, and lead the brand into an all-electric future.
The Cadillac Goddess resurfaces in the EV era
The Cadillac Goddess first appeared in 1930 alongside the automaker’s Heron mascot. The original Goddess design was touted as “the spirit of unsurpassed speed and power”, with long flowing lines representing the brand’s “modern beauty and fluidity”.
At first the Goddess was only available on the most powerful and prestigious Cadillac vehicles, but in 1933 it became an important part of the range.
As the automotive industry evolved, the goddess took on several variations, and as it marked the end of an era, the symbol was “retired” in 1956, despite appearing a few times since then.
Cadillac is now gearing up for a new all-electric era. The company is reintroducing the Goddess to pay homage to the performance and craftsmanship behind Cadillac’s flagship EV, the CELESTIQ.
Cadillac Design Executive Director Bryan Nesbitt explains:
CELESTIQ is the beginning of the future for Cadillac, conveying the artistic innovation the brand brings to luxury electric vehicles. We wanted this EV flagship to embody the brand’s important heritage in a truly meaningful way, with the Godin representing the absolute pinnacle of Cadillac custom craftsmanship.
With hood ornaments largely phased out for a more modern, aerodynamic look, the new Cadillac Goddess will appear on the side panel of the CELESTIQ in a “handbuilt in Detroit” plaque. The plaque is elegantly machined from billet aluminum while being polished, brushed, tinted and then encased in glass.
The new Cadillac Goddess is also reflected in the CELESTIQ EV’s multifunction controller on the center console, which is backlit and encased in glass.
General Motors designer Richard Wiquist was tasked with reviving Cadillac’s new goddess for the company’s next generation of vehicles, “leading the brand into its all-electric future.”
Today’s goddess is completely hand-sculpted. Appearing alone on the CELESTIQ, she represents the hand-built quality of each vehicle and points to a brighter future, with her head held high and torso confidently projected forward.
The Cadillac CELESTIQ is already seeing significant interest despite a price tag of over $300,000. Production of the CELESTIQ is expected to begin in December 2023 and is only available through a waiting list.
Cadillac’s flagship electric vehicle will be the first production car to be hand-built at the GM Global Tech Center in Michigan, ushering in a new era for Cadillac.
As Cadillac prepares for an all-electric future, it’s exciting to bring back an iconic symbol like the Goddess, a fusion of its old legacy and the company’s new direction. We see several Legacy automakers bring in symbols of the past as they prepare to compete in the new electric vehicle era.
Ford converted its best-selling F-150 to electric with the Lightning pickup while carrying the legacy of the Mustang into the Mach-E. Hyundai incorporated elements of its first unique model, the Pony, to create the IONIQ 5.
As new electric vehicles hit the market in the coming years, you can expect more of these, with automakers tapping into their past to try and gain a competitive edge. However, seeing Cadillac reintroduce one of its most iconic symbols for its flagship EV highlights the direction of the auto industry and how automakers are reinventing themselves in the EV era.
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