What Was The Most Pointless Automotive Partnership?

Cadillac Escalade’s Bulgari ClockImage: Cadillac

Automakers will often team up with non- automotive companies for things like special edition cars, merch, etc. Sometimes the partnerships make sense. Remember Subaru’s L.L. Bean editions or Ford’s Eddie Bauer Explorers and Expeditions? Other times they come across as trying too hard—take Cadillac’s Bulgari partnership.

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Cadillac and Bulgari’s partnership started in 1999. GM’s head of design at the time Wayne Cherry and Bulgari co-owner Nicola Bulgari met to discuss Cadillac design. Nicola was a big Cadillac fan, having a few vintage models in his classic car collection. So the two companies decided to team up in a mutually beneficial relationship: Cadillac would get Bulgari design input on concept and production models and a luxury image boost while Bulgari would get more brand exposure in the U.S.

Interior of the 2003 Cadillac Sixteen ConceptImage: Cadillac

The reality was much different though. While the two brands threw swanky parties and events, the design work on vehicles was so light it almost makes you wonder why they even bothered. Cadillac says Bulgari had a hand in the design of the Imaj concept’s interior, the Vizon concept’s reconfigurable display that was inspired by Bulgari jewelers and the Sixteen concept’s Bulgari clock on the dash. The most production cars ever received of the partnership were Bulgari branded or designed gauges and dash clocks. The partnership abruptly ended in 2004 with neither side giving a reason why.

Bulgari designed the gauges for the 2004 Cadillac XLR. Which means they really just put “Bulgari” on top of the gauges.Image: Cadillac

Now we ask you, Jalopnik reader. What’s the most pointless automotive partnership you know of? It doesn’t even have to be a car. It can be anything, from a skateboard to a guitar. Let us know in the comments.