Cadillac’s naming strategy has involved a confusing bunch of letters – STS, ATS, CTS, DTS, XLR, ELR,, SRX, XTS. What do they mean? Head of General Motors Cadillac Divison Johan de Nysschen explains Cadillac’s new naming strategy like so:
Cadillac needs to become a global brand. While loving the glamor and emotion tied to old Cadillac names like Eldorado, Seville, DeVille, Biarritz, and Fleetwood, these names have little meaning outside the U.S. Instead, adopting an alphanumeric naming strategy will help Cadillac dealers and customers understand where the product fits in the Cadillac vehicle hierarchy.
Going forward, cars will start with CT (Cadillac Touring) plus a number. The first car using that naming strategy is the new Cadillac CT6. Crossover SUVs, of which Cadillac will eventually have four, start with XT (Crossover Touring) plus a number. The new Cadillac XT5 is the first crossover to use the strategy as it replaces the SRX.
Forbes article here