As General Motors gears up for a battery-driven future that includes 20 new EV models by 2023, Cadillac will help light the way as the automaker’s leading technology brand. However, in order to support the push into the EV segment, Cadillac dealers will be required to make new investments totaling some $200,000.
Per a recent report from The Detroit News, more than 880 Cadillac dealers were notified earlier today that a $200,000 investment was required to help transition and support the upcoming EV onslaught. Dealers will be required to start prep for the new EV products by Q2 of 2021, which will include new tooling, charging station installation, and employee training.
“There’s an investment that’s being made by General Motors in terms of bringing these EVs to the market,” said vice president of Cadillac sales, service and marketing, Rory Harvey, in an interview. “And there’s also an investment that is required by our dealer network to ensure that they can meet customer expectations and have the right facilities and infrastructure in place.”
GM will invest upwards of $20 billion on EV and autonomous vehicle technologies through 2025.
For some dealers, the investment is a perfect fit. For example, Inder Dosanjh, who owns four Cadillac dealers in the San Francisco Bay Area, is already making the changes necessary to sell Cadillac EVs by installing multiple charge stations.
“It’s a game changer for us,” Dosanjh said. “The current product is very hot. Electrification just really fits in our profile.”
Meanwhile, more rural Cadillac dealers that may see less demand for all-electric vehicles, have questioned the investment, as we covered previously.
Cadillac recently introduced its first-ever EV model, the Cadillac Lyriq crossover, in near-production form via a livestream event. Further upcoming Cadillac EVs include the Celestiq flagship sedan, as well as a new compact crossover that slots in underneath the Lyriq, a new three-row crossover that slots above the Lyriq, and a full-size SUV similar to the Cadillac Escalade. Cadillac will use the names Optiq and Symboliq for two of these new models, as GM Authority reported previously.