GM has slid product names downmarket for years- perhaps on the theory that many uninformed people would think they were getting a bargain from their dealer.

The once top of the line Chevys (I prob left some names out):

Biscane, Belaire, Impala, Caprice, Caprice Classic......... Each started as the top trim line and then slowly slid down the lineup until they fell off the bottom and into history.

I have never seen a company try to slide a product name upmarket.