"Talk about free advertising," exclaimed Forbes. "Cadillac's first 'customer' for its redesigned, 2006 DTS will be President George W. Bush [3], 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 [4] that Bush's use of the DTS will reinforce Cadillac's image of "appealing to and transporting high-profile people."