Earlier this month, it was reported that GM was offering certain Cadillac Lyriq buyers a $5,500 discount through a so-called “targeted private offer.” It was unclear at the time what the terms and conditions of the incentive were, but a new report from The Detroit Free Press has shed some light on this somewhat odd promotion.
GM is offering the $5,500 discount to customers who agree to sign a non-disclosure agreement with the vehicle and allow the automaker to track how they use it as part of an early adopters study. This deal was only offered to about 20 Lyriq customers, The Detroit Free Press report indicates, most of which are located in either Detroit, Los Angeles or New York City.
Cadillac spokesman Michael Albano said the automaker typically uses employees for new vehicle studies such as this and told the newspaper this is the first study it has conducted with actual customers. The study will allow the automaker to track owners’ driving habits to learn more about how Cadillac customers use their EVs and will also help it spot production faults or software errors early.
“As we transform our business, the launch of our first all-electric vehicle, Lyriq, provides Cadillac some unique learning opportunities,” Albano told the Free Press in a prepared statement. “Therefore, we have engaged a small group of early customers who agree to share their vehicle information and customer behaviors. Cadillac will use these learnings to elevate the experience for all our customers.”
GM pushed the targeted private offer to certain customers in June, offering customers who buy or lease a 2023 Cadillac Lyriq between June 28th and August 31st a $5,500 cash allowance in exchange for participating in the study. The 2023 Cadillac Lyriq Debut Edition carries a manufacturer’s suggested retail price of $59,990, while the series production Luxury RWD and Luxury AWD trims start from $62,900 and $64,900, respectively.
One expert that spoke to the Free Press said this internal study will ensure GM gets feedback and results immediately, as hiring an outside firm to conduct the study would take too long. Albano echoed this sentiment, saying the study will help ensure the Lyriq’s launch, and all subsequent Cadillac EV launches, are successful.