Cadillac: GM’s luxury brand tries again in Europe with electricity – News

GGeneral Motors announced the return of the luxury brand Cadillac in Europe, focus on electricity. New model, Cadillac Lyriqwas launched in France, marking a milestone after its return in 2023. The American company, known for its large network of dealers at home, is testing a full online sales model in Europe to attract luxury car customers.

Initial launch in Switzerland in October opened the way for the full return of electricity in European markets, after the sale of products Opel e Vauxhall in 2017. Bucking Europe’s trend toward affordable electric cars, Cadillac is targeting the luxury segment, highlighted by the success of the Tesla Model Y SUV in France last year.

Jaclyn McQuaid, GM’s head of Europe, said electric SUVs are expected to be the fastest growing segment for zero-emission vehicles. Lyriq, with French roots since its founding in Detroit, Antoine de la Mothe Cadillacit will be followed by other electric models based on the same architecture.

With a starting price of 82,000 Swiss francs (85,830 euros), the Lyriq aims to fill a gap in the luxury electric market. GM also announced the opening of a showroom in Paris and the possibility of order online starting March 23. The launch in other European markets, starting in Germany later this year, underlines Cadillac’s ambition to regain a place of honor in the European luxury electric sector.