A 60-second version of the ad aired during Super Bowl LV, but an extended-length version lasting 90 seconds is available to watch online. In it, actor and comedian Will Ferrell reacts furiously to the news that more electric vehicles are sold per capita in Norway than in the U.S. (which is true, by a factor of 14 to one).
“I won’t stand for it,” he says, before heading toward the northern European nation in a Cadillac Lyriq.
He also persuades fellow actors Kenan Thompson and Awkwafina to join him in a GMC Hummer EV, though by some mischance none of them end up in the country they were aiming for, with Kenan and Awkwafina arriving in Finland while Ferrell showing up in Sweden. Despite this, the video ends with the message, “We’re coming, Norway.”
Reaction to the ad been swift and widespread. In one particularly notable example, Ford of Norway rapidly put together a 23-second video showing a fleet of Mustang Mach-Es delivering pizza to the Norwegian Parliament, emphasizing that Ford is selling electric vehicles in the country right now.
Cadillac is not selling EVs anywhere at present, though the Lyriq is the first of six upcoming Cadillac EVs scheduled to be introduced by the end of 2025. Furthermore, the GM luxury brand has a minimal presence in Europe, with only 20 dealers (less than one per country in the region) and a single model, the Cadillac XT4 350D fitted with the 2.0L I4 LSQ turbodiesel engine developed specifically for the European market. So will GM respond by making the Cadillac Lyriq available in Norway?
“At this time, [Cadillac has] not announced global distribution plans for Lyriq,” Cadillac spokesperson Kate Minter told us.
Be that as it may, a Norwegian presence for the Cadillac Lyriq would make sense.
Largely for tax reasons, EVs are enormously popular in that country, accounting for 54 percent of sales there in 2020. The top selling cars were the Audi e-tron, Tesla Model 3, Volkswagen ID.3 and Nissan Leaf, all of them fully electric.
Of course, Norway has a population slightly lower than that of Minnesota, and only 140,000 new vehicles of any powertrain type were sold there last year. But if the Cadillac Lyriq can be sold there, it can be sold elsewhere in the greater market of Europe, too.
One difficulty is right-hand-drive. GM has yet to announce any plans to offer the Lyriq in RHD, though this affects only the U.K. (and its Crown dependencies), Ireland, Cyprus and Malta. All other markets in the region are left-hand-drive.
But the greater issue is whether sales of the Lyriq, along with other forthcoming electric Cadillac models, can be supported by its currently-tiny dealer network. As first reported by GM Authority, Cadillac European retail network consisted of just 20 retail storefronts and 123 aftersales (service) partners as of the second half of 2020. If Cadillac plans to sell the Lyriq in Europe, that will need to be expanded.
This post was created in collaboration with our sister publication, Cadillac Society.