Through the upcoming Cadillac Celestiq, GM is attempting to target an audience accustomed to the extreme levels of luxury often seen in Rolls-Royce and Bentley models. As such, the Detroit-based automaker is learning that prospective buyers of the Celestiq are different from customers of other GM products.
“These truly are people that tell you about a $100-million-dollar yacht that they spent three years building,” Roma was quoted as saying. “They don’t see roadblocks. They don’t understand the word ‘no’ like most of us do. And ‘I can’t afford that’ doesn’t enter their vocabulary. So, we’ve baked a mantra – Never tell a customer ‘no’ – into how we make the car and the material choices. We just want to tell them how much and how long.”
GM is capitalizing on this newfound customer base by offering an extreme level of customizability for Celestiq buyers. The never say ‘no’ mantra truly applies here; if a customer wants to use the wood from a tree on their property or a certain type of leather from an animal they own for any interior appointment, GM will accommodate their request.
Unsurprisingly, this makes the Celestiq the most customizable vehicle GM has ever offered. As a result, it’s no shock that Cadillac’s halo vehicle will cost at least $300,000, making it the most expensive model the luxury marque has ever offered.
As a reminder, the Cadillac Celestiq rides on GM’s BEV3 platform and uses a 111-kWh Ultium battery pack to power an advanced AWD system. Total output is a GM-estimated 600 horsepower and 640 pound-feet of torque. Hand assembly is expected to begin in December 2023 at the GM Warren Tech Center in Michigan, while availability will be by waitlist only.