Luxury brand Cadillac Makes a new Start in Europe

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The General Motors luxury brand Cadillac no longer plays a role in Europe. But the Americans are making a comeback—and are going all out in an atmosphere steeped in tradition.

Cadillac competed in the legendary 24 Hours of Le Mans with four hybrid hypercars. Two vehicles made it onto the front row of the grid—an unprecedented success. Ultimately, the two remaining teams finished in fifth and eighth place. It wasn't quite enough for the podium finish they had been longing for. Nevertheless, this result and the associated public attention should give the re-entry of the US luxury brand in Europe a good boost. At any rate, Cadillac believes it is in a good position. General Motors CEO Mary Barra: "We believe that our products are really well suited to the European market."

To show the direction Cadillac wants to take, the enhanced version of the Lyriq, the Lyriq-V, was shown at Le Mans as a European premiere. The V at Cadillac is comparable to the M at BMW or the AMG at Mercedes. The carmakers see the Lyriq-V as "a new and sustainable start in the electric luxury vehicle segment" because, like all Cadillacs officially sold in Europe, it is fully electric.

And quite lively if required. Compared to the standard version, the two electric motors of the most powerful production model in the brand's history to date deliver 459 kW, which is almost 100 hp more than the previous top-of-the-range version, and the maximum torque is 880 Nm. Cadillac now promises a below-average range of 470 kilometers (approx. 292 miles), the battery has a capacity of 102 kWh and can be charged with a maximum of 190 kW. The 3.3 seconds for the standard sprint and 230 km/h (approx. 142 mph) top speed can also be seen in the competitive environment of, for example, the Porsche Macan Electric, Mercedes-AMG EQE SUV, the Lucid Gravity or Chinese SUVs trimmed for luxury.

For a good 100,000 euros (117,130 USD) in Germany

With a modified front apron, glossy black 22-inch wheels, a black roof and optional carbon add-on parts, the five-meter-long Lyriq-V looks quite impressive even when stationary. The manufacturer also promises crisper steering, a slightly lowered suspension and firmer suspension tuning. According to the results of the first seat test, the front seats offer decent lateral support. The instrument panel with the large, curved 33-inch display, the controls and the interior materials are somewhat reminiscent of the brand with the star—but that's not the worst imaginable association for a US vehicle. The Lyric-V will cost 108,800 euros (127,437.44 USD) in Germany, which is almost 28,000 euros (32,796.40 USD) more than the base model priced at 81,000 euros (94,875.30 USD). The first deliveries are expected in late 2025, early 2026.

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And what's next for the "best-known of the unknown brands worldwide" according to Cadillac Europe boss Pere Brugal? The portfolio currently consists of the Lyriq and the Vistiq, which is one size larger. The somewhat more compact Optiq will be added soon. If you sort the first letters of these three models correctly, the result is "LOV". One letter is therefore still missing from the "Four Letter Word" LOVE. This could actually come from the all-electric Maxi-SUV Escalade IQ. However, Cadillac has not made a final decision on its introduction in Europe, according to Pere Brugal.

Too big for Europe

There are good reasons for this hesitation: The 5.70 meter (approx. 19 ft) long Escalade is a little out of the size range that is easily tolerated on German roads and in German parking garages. The unladen weight of just over four tons is also a ticklish subject. This is because driving license class B is limited to 3.5 tons. The American seven-seater would therefore only be a case for the somewhat more mature generation, whose original 3-series license still covers 7.5 tons.

Technically, the Escalade IQ is based on the electric Hummer, the current favorite vehicle of GM boss Mary Barra. This means: up to 559 kW, 1,064 Nm, 800-volt technology, 205 kWh battery, 350 kW maximum charging power, almost 750 kilometers (approx. 466 miles) range. However, the battery does not meet all European standards and the charging technology is not yet 100 percent compatible. In the USA, the Escalade costs from 130,000 dollars, but this sum in euros is unlikely to be quite enough after export to Germany.

Expansion of the Infrastructure

The decision on the flagship is likely to be made shortly, but Cadillac Europe is currently more concerned with expanding the infrastructure for the brand. This is a crucial point, as the targeted competitors in the luxury segment, such as Audi, BMW and Mercedes, score points not only with their name recognition and quality, but also with a nationwide dealer network. Cadillac is inevitably starting small, but sees this not as a problem but as a challenge.

The start has been made: In Germany, there are currently two manufacturer-owned "Cadillac City" locations in Frankfurt and Hamburg and a Cadillac pop-up in Berlin. Another permanent branch is set to follow in the second half of 2025. There will also be seven dealerships and 16 EV Service locations. The aim is to have a nationwide presence with a mix of manufacturer and dealer locations.

Ultimately, product quality is the decisive factor, as GM President Mark Reuss knows. His promise from Le Mans is that the European market will be developed step by step, in all due modesty—and with well-made cars.

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