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Cadillac Elmiraj Concept Signals Future Changes in Design Approach

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Cadillac Elmiraj concept

Cadillac Elmiraj Concept

Cadillac accrued its fair share of “oohs” and “ahhs” when it debuted the Elmiraj concept at the Pebble Beach Concours de’Elegance.  The ultra-long, ultra-sleek 2+2 concept coupe proved nothing less than gorgeous, but according to Cadillac’s design chief Mark Adams, the idea for the Elmiraj is to usher in a new age of opulence.

In an interview with Forbes, Adams says that Elmiraj was an effort to move away from the excessively loud, “blingy” designs of early 2000s Cadillacs and more toward a quiet and understated kind of elegance.

Related: Cadillac Ranks at Top of JD Power Study

“We want to be bold and dynamic, but we actually want to try and simplify some of the surface and design language, not have too much going on, be too busy.”

Since the 2003 Cadillac CTS put the luxury brand back on the map and introduced the world to its “Arts and Science” design language, emphasizing sharp angles and hard-defined edges has been Cadillac’s signature look.  The Elmiraj boasts a smoother body with less accentuated lines and a weight granted to a more muted confidence that is expected to become part of the design of future Cadillac production cars.

Adams adds, “If the sense of drama is in the basic shape itself, then you don’t need to overcomplicate and over-detail it. You almost could take the detail away from this car and you’d be left with a few framework lines that hold the car together and give it that grace and beauty.”