Inaugural Product Placement

"Talk about free advertising," exclaimed Forbes. "Cadillac's first 'customer' for its redesigned, 2006 DTS will be President George W. Bush, who will ride in a black limousine version of the new car during his inaugural parade on January 20." Deville marketing manager Keith Spondike said that Bush's use of the DTS will reinforce Cadillac's image of "appealing to and transporting high-profile people."