[Keith Seymore]

Originally Posted by mgarblik

Thanks for that insight, I always love hearing from people "who were there" when things were being done. If you don't mind me asking, what was the "target market" for the 2002 Escalade? From the design team perspective?

Normal rich people (like small business owners).

They usually have a story board posted in the Studio which shows the colors available, content, and demographics of the expected customers: how much they make, what kind of clothes they wear, what kind of watch they have, other vehicles they own, if they smoke cigars vs pipes, etc.

I've shared this before in terms of the marketing magic applied to color names (you know, "Hugger orange" on a Chevy is the same as "Carousel Red" on a Pontiac).

I was talking to somebody about that in the context of GM trucks and made up the following example:

"Black" = Chevy
"Tuxedo Black" = GMC
"Black Diamond" = Cadillac

Of course I was being totally facetious.

Nonetheless, some time after that I was over in the Cadillac studio. They were doing some new sedan and had a storyboard up with the usual information.

Sure enough - one of the signature colors they had created was named "Black Diamond".