“The planning guys were right. I was wrong,” he said. Wow. I guess I’d always looked at it from the perspective of having been a styling grand slam. That’s subjective, though. Even if it had been a consensus opinion, the planning people indicated a weak sales case. “They said it, Americans don’t buy wagons. And the SRX was in the same showroom, at a cheaper price point.”

I responded by pointing to the invaluable marketing likely derived from doing such a model—and I’d gander the Wagon’s V version will eventually be amongst the most collectible of the generation. I’m hoping companies have derived a method to determine indirect product value beyond the scope of sales; otherwise we’re again doomed to homogenized people movers differentiated by decals. Assuming minimal costs were maintained, I think the Wagon should be viewed as a lasting investment in Cadillac’s brand image.


What an incredible journey, and that is simply his background and miscellaneous chatter. There are over two dozen interesting vehicles that he worked on, in some capacity, and I’m sure there are enlightening stories associated with each. Graciously, Manoogian has agreed to future project-specific interviews. I can’t wait… and where to begin.

After thanking Manoogian for spending his valuable time with me, and for opening up about his personal life, he said, “This is all history and I’d hate for it to get lost. The sands of time, you know. Fifty years from now, hopefully someone’s going to have a CTS Coupe at Pebble Beach or Amelia Island and they’ll be able to know the story behind it.”

I hope this interview plays a part in that. I also hope my presentation has enriched the annals of automotive history and entertained you in the process. Thank you for reading.

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