Auto giant GM has lodged a trademark application for the Cadillac brand in Australia, sparking a faint glimmer of hope that there could be new life after Holden in our market.
The trademark filing was submitted to the Australian Intellectual Property office on August 31, 2020, and was submitted on behalf General Motors, LLC in Michigan Detroit.
It's not the first time Cadillac has been associated with our market, either. In 2019, a Cadillac CT5 (the brand's mid-size luxury sedan pictured above) was spied testing in Melbourne.
Those sighting sparked rumours that the CT5 could land in Australia, perhaps wearing a Holden badge, to replace the Opel-sourced ZB Commodore following PSA Group buying that brand in 2017.
That never eventuated, of course, and neither Holden nor the Commodore exist in Australia any longer.
Now it must be pointed out here that the trademarking of a brand is no guarantee of a launch, with manufacturers also using the system to protect their IP in international markets.
CarsGuide understands the key players that would be involved in local conversion of left-hand-drive product are yet to hear of any plans, and the brand more broadly is not poised to make any immediate announcements.
Still, we can dream, right? Would you park a Cadillac in your driveway?
Andrew Chesterton
Contributing Journalist
Andrew Chesterton should probably hate cars. From his hail-damaged Camira that looked like it had spent a hard life parked at the end of Tiger Woods' personal driving range, to the Nissan Pulsar Reebok that shook like it was possessed by a particularly mean-spirited demon every time he dared push past 40km/h, his personal car history isn't exactly littered with gold.
But that seemingly endless procession of rust-savaged hate machines taught him something even more important; that cars are more than a collection of nuts, bolts and petrol. They're your ticket to freedom, a way to unlock incredible experiences, rolling invitations to incredible adventures. They have soul.
And so, somehow, the car bug still bit. And it bit hard.
When "Chesto" started his journalism career with News Ltd's Sunday and Daily Telegraph newspapers, he covered just about everything, from business to real estate, courts to crime, before settling into state political reporting at NSW Parliament House.
But the automotive world's siren song soon sounded again, and he begged anyone who would listen for the opportunity to write about cars. Eventually they listened, and his career since has seen him filing car news, reviews and features for TopGear, Wheels, Motor and, of course, CarsGuide, as well as many, many others.
More than a decade later, and the car bug is yet to relinquish its toothy grip. And if you ask Chesto, he thinks it never will.
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