Cadillac's Slogans & Taglines

Cadillac, formally the Cadillac Motor Car Division, is a division of General Motors that has defined American luxury for over 120 years. Founded on August 22, 1902, by William Murphy, Lemuel Bowen, and Henry M. Leland in Detroit, it was named after Antoine de la Mothe Cadillac, the French explorer who founded the city. In 1908, Cadillac became the first American car to win the prestigious British Dewar Trophy for demonstrating the complete interchangeability of its precision parts, earning the legendary slogan "Standard of the World." Acquired by General Motors in 1909, the brand pioneered innovations including the first mass-produced V8 engine, the electric starter, and the clashless manual transmission. Its slogans have evolved across eras—from the philosophical "The Penalty of Leadership" in 1912 to the bold "Dare Greatly" in 2015 and the modern "Be Iconic"—reflecting a spirit of fearless innovation. Today, with the Art and Science design language and a decisive pivot toward electrification through the LYRIQ and bespoke Celestiq, Cadillac remains a symbol of American luxury ambition, engineering precision, and the enduring belief that greatness begins with a brave start.