Bling from the Past: 1979 Cadillac Seville by Gucci

Occasionally, automakers take a more imaginative (or desperate, take your pick) approach with their marketing tactics, often turning to companies in completely different niches to spice up their cars and create what they call special edition models.

One of the more recent examples is the Fiat Group, which earlier this month, rolled out the second edition of its 500 by Gucci series based on the faux-convertible version of the city car featuring a simple folding fabric roof.

But this isn’t the first time that Gucci has joined forces with the auto industry. Back in the late 1970s, the famous high-end Italian fashion and leather goods label collaborated with GM’s Cadillac division to create the Seville by Gucci special edition.

Introduced on the 1978 Cadillac Seville, the Gucci package was supposed to add some Italian flair/bling to the V8-powered sedan.

Aldo Gucci, one of the sons of the founder of the Italian company and the person responsible for the design of the special edition Seville, said at the time: “The Gucci styling we have created for this car is designed to give a fortunate few owners a rare possession of distinction, beauty and ultimate luxury”.

These special edition Sevilles would leave GM’s factory fully equipped but in stock form and arrive at a Miami-based company called International Automotive Design Inc. (IAD), which would then apply the Gucci treatment.

The Seville by Gucci was offered with a choice of three exterior colors: white, black or brown.

What made them special on the outside were a vinyl top covering only the “C-pillar” and featuring the Italian design house’s interlocking double “G” crest, a gold Gucci hood ornament, gold Gucci emblems on the wheels, front fenders and C-Pillar and Gucci’s green and red stripes across the trunk lid.

Inside, the Gucci treatment included the addition of the firm’s exclusive fabric material on the headrests, armrests, headliner, and floor mats, plus the Gucci nameplate on the steering wheel center hub, the passenger side of the dashboard and on the pillars. Finally, all special edition Sevilles were offered with a full set of Gucci luggage in the trunk.

The cost of the package pushed the price of the ’78 Seville by Gucci to $19,900 while the 1979 model retailed for $22,900.

Being that the Gucci Sevilles were produced in limited numbers, they don’t often pop up for sale. However, we did find a couple of brochures up for sale on eBay as well as a video, which you can check out below.

Story sources: Automotive Milesposts,,



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