Cadillac may be planning to drop the iconic wreath from its badge, as part of a push to attract younger buyers to the brand.
According to US industry paper Automotive News, internal studies at GM have shown that buyers consider the wreath "old-fashioned".
They might be right too: 2011 sales figures show the average age of Cadillac buyers to be 57 - compared to an industry average of 51.
Still, the brand's sales have grown dramatically in 2013, rising 38 percent in the first five months of the year, marking the 110 year-old brand's greatest sales increase since 1976.
More than 15,000 ATS models were sold in the first five months of 2013 and, according to GM, around 70 percent of those have gone to first-time Cadillac buyers.
And, of course, the big Escalade SUV remains a permanent fixture in the rap-star and 'gangster' scene.
But, while the wreath carries a millenia-old symbolism of strength and prestige, GM's data reportedly shows that modern motorists associate the image with older buyers, "geezers".
If a new wreathless badge is on the way, we could see it at next month's Pebble Beach Concours d'Elegance, where Cadillac is believed to be planning to reveal a new flagship sedan concept.
Watch this space.
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