2024 Cadillac Celestiq – What Does It Mean?
By Edward A. Sanchez — Oct. 18, 2022
This week, Cadillac finally did the data dump on the highly anticipated 2024 Celestiq ultra-luxury sedan. While the newly-released specs are reasonably impressive, considering the price Cadillac is asking for it, they had better be. Not to be the salty skeptic here, but I’m still a little puzzled about what the Celestiq represents exactly.
Let’s start with the powertrain specs. Dual motors, all-wheel-drive, with an estimated combined output of 600 hp and 664 lb-ft of torque. Certainly nothing to sneeze at, but in this day and age of 1,000 hp Model S Plaids and 1,200 hp Lucid Air Sapphires, it doesn’t elicit any more than a “that’s nice” from me.
Performance claims are likewise respectable, but hardly earth-shattering, with a GM estimated 0-60 time of 3.8 seconds, which GM is referring to as “best-in-class.” What class is that, exactly?
Moving on…
Cadillac is clearly aiming for the likes of Rolls-Royce, Bentley, and Mercedes-Maybach with the Celestiq, using the term “bespoke” a total of five times in its press release. Among the “bespoke” features and experiences in the Celestiq include a “bespoke” client experience guided by an assigned concierge agent helping the client select custom paint, materials, and other items to personalize their vehicle. Very nice, no doubt, but hardly a unique proposition in the ultra-premium class.
Other “bespoke” touches on the Celestiq include hand-finished metal and upholstery stitching. Throughout the release, Cadillac emphasizes the personalization and exquisite materials on the Celestiq. OK. Very nice. Maybe I can’t relate because I’m not part of the 1% that is clearly this vehicle’s target audience.
Other features are novel and clever, but perhaps not quite to the point of justifying the Celestiq’s $300,000+ price.
A variable-opacity glass roof can go from almost completely opaque to completely clear. Neat. Would I pay $300,000 to have it? No. Cadillac also touts the use of 3D printing in the creation of the Celestiq’s steering wheel, and 115 other parts on the vehicle. Cool, but again: Is this something most customers would notice, even those with 9-or-10-figure net worths, if not otherwise pointed out by their appointed “concierge”? Probably not.
Like most new GM products, the Celestiq has “Google Built-In,” the search giant’s consumer branding for Android Automotive OS (as distinct from Android Auto, the smartphone projection solution, which it also has, presumably).
I could blather on about hand-crafted materials and 3D-printed components, but you get the drift. Cadillac wants you to know that the Celestiq is a tour-de-force of craftsmanship and advanced engineering. Here’s the uncomfortable truth: Cadillac has not been the brand of choice for the ultra-wealthy for the better part of six decades, with the exception of the Escalade, and to a lesser extent, the V-Series high-performance models. Brand equity is built over decades and squandered nearly overnight. My late father’s personal experience with his 1986 Seville soured him on GM for the rest of his life. Granted, that’s been more than 30 years ago. Perhaps we should forgive and forget?
Nobody doubts General Motors’ engineering capabilities when its efforts are focused and deliberate. The C8 Corvette is testament to that. And because of GM’s also deliberate decision to make the Celestiq a strictly limited-production model, it will no doubt sell out quickly, and within a certain subset of enthusiasts, elicit “oohs” and “ahhs.” If I were to see one on the road myself, I might turn my head, and say, “What do you know? A Celestiq!”
But once again, rarity can be contrived by deliberately limiting production. Will most people know or care about the Celestiq? No. Far more will know about and see the Lyriq SUV, and the forthcoming, all-but-confirmed Escalade EV. In terms of significance, perhaps the Celestiq will be a proof-of-concept for GM proving they can make an ultra-luxury model. Kudos. But in terms of challenging the Model S or even the Lucid Air or Mercedes EQS from a quantitative or volume standpoint, the Celestiq is not a real threat. Could the Celestiq be followed by a slightly less-exquisite, more attainable model priced in the high-five or low-six-figures? Perhaps. And that model would have me stand up and take notice a lot more than this one.
No disrespect to the design and engineering team for the Celestiq. They have reason to be justifiably proud of their work. But in terms of keeping Elon Musk, Peter Rawlinson, or Ola Källenius (Mercedes-Benz CEO) up at night, I doubt the Celestiq will elicit much more than it did from me:
“That’s nice.”
(Images courtesy Cadillac)
- Store - Podcast - Facebook - Google News - Twitter -
