Bulgari to Buy Last Cadillac DTS

Very often in the automotive industry, bringing together two great names, one of a car manufacturer and the other of a company that specializes in the production of luxury goods, has proven to be a very lucrative endeavor. Lucrative for the automaker, more than for the luxury good producer, but still...

In human psychology, in case a big name in the jewel business like Bulgari decides to buy a car like the Cadillac DTS, that purchase is a guarantee of the greatness of the respective car. Had the opposite been the case (say the DTS would have received a steering wheel wrapped in Bulgary jewelry), the crowds would have not been so impressed.

The decision Nicola Bulgari, the head honcho of the firm with the same name, made to buy a DTS, the last to roll off the lines of the Detroit-Hamtramck facility, is of even bigger importance for the American brand, considering the fact that the entrepreneur is the owner of a very impressive car collection.

“I like the DTS because it’s a great sedan,” Bulgari said. “It’s the last of an era. I thought it would be wonderful to own the last Northstar in a DTS. It’s one of the best engines ever designed – reliable and a performer.”

See how things work? For us too, the fact that the DTS production has ended production seemed less important than the fact that Bulgari bought the last model. And even if it hasn't been a game changing model, the DTS will take its rightful place alongside the likes of 1932 Cadillac 355B V-12 Fleetwood Limousine or a 1970 Cadillac Coupe DeVille.