Cadillac Lyriq – GM’s EV Moonshot
[Aug. 7, 2020]
This week, the near-production-intent version of the Cadillac Lyriq EV was virtually unveiled to media and journalists worldwide. The basic concept is not earth shattering, with it being previewed by a rendering first shown in January 2019. An invitation-only group of journalists were invited to a no-cameras preview of GM’s future EV lineup in March 2020. Finally, the rest of the world’s huddled masses were shown the Lyriq yesterday.
Specific styling details were revealed on the concept, including an illuminated grille, “hockey stick” taillights, and a 33-inch wide LED dashboard display reminiscent of the one on the 2021 Escalade. It was revealed it would be offered in rear- and all-wheel-drive variants, and that GM was targeting a 300-mile range. Somewhat disappointingly for many, it was also revealed that U.S. sales were not scheduled to start until late 2022.
Instead, the first units will be targeted for China, where it was also inferred the Lyriq would be produced, at least for the local market. U.S. production for the North American market is assumed, although the assembled GM executives for the virtual reveal only answered pre-selected, screened questions, and were deliberately non-committal about the North American production source.
The interior certainly has an appealing retro-futuristic vibe to it. Looking somewhat like a mid-century interpretation of what 2021 would look like, but with appropriately modern touches reflecting contemporary technology. The knurled knobs add an interesting tactile and visual element to the interior. The outside looks very similar to the Lucid Air, at least to my eyes, but with a bit more artistic flair. The Lyriq is only the first of several Cadillac EVs, with the upcoming Celestiq and Symboliq to be shown at a future date.
Unfortunately for GM, the company’s timing on the Lyriq is not ideal. When it finally does come to market as a 2023 model, it will face a crowded premium EV marketplace, with multiple models likely to be in showrooms from Audi, BMW, Jaguar, Lucid, and naturally, Tesla.
While at first glance, it certainly looks like the Lyriq will have the goods to be a formidable competitor in the premium marketplace, it also faces the potential peril that haunts the brand currently – namely, being overlooked by consumers and overshadowed by younger, more prestigious competitors. And being effectively three years from production certainly doesn’t help its case.
Although some American Cadillac enthusiasts are probably upset that GM is targeting sales in China before the U.S., it arguably makes sense from a strategic standpoint. Cadillac is a much younger brand in China, only having been officially supported by GM there since 2004. China also has much stricter and ambitious targets in regard to sales of zero-emissions vehicles. Other than the federal tax credit in the U.S. up to 200,000 units per OEM, the U.S. has little in the way of enticements for car buyers to go electric.
There is certainly opportunity for brands other than Tesla in the EV space, but there’s little denying the Silicon Valley upstart has a formidable head start in dedicated EV production, consumer awareness, and “it” factor prestige. While it may sound hyperbolic, it’s probably not an overstatement to say that Cadillac’s EV models are a make-it or break-it proposition for the brand. Either its EVs will usher in the brand’s mid 21st-century renaissance and bring Cadillac back into the top five global luxury brands, or they will struggle to gain customer mindshare and sales – and eventually face the chopping block.
(Images courtesy GM)
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