Cadillac Lyriq Conquest Rate Now Running At Over 40 Percent
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The Cadillac Lyriq is the luxury marque’s very first all-electric vehicle, offering GM’s latest EV technology, all wrapped up in Cadillac-style luxury and design. Notably, the Cadillac Lyriq appeals to a broad range of buyers, and not just Cadillac loyalists. In fact, more than 40 percent of Cadillac buyers are conquest sales.
The insight into Cadillac Lyriq conquest sales was provided by Cadillac chief John Roth, who spoke to GM Authority Executive Editor Alex Luft on the sidelines of the recent 2023 North American International Auto Show.
For those readers who may be unaware, conquest sales are sales to customers that previously purchased a vehicle from another, competing automaker.
While the news that the Cadillac Lyriq is attracting new customers to the Cadillac brand is definitely encouraging, the more-than-40-percent figure provided by Roth should be taken with a least a grain of salt. Looking at the sales figures for the D-Segment Luxury Electric Vehicle Crossover Utility segment for the first half of the 2023 calendar year, we find the Cadillac Lyriq lags behind the sales leader, the Tesla Model Y, by a substantial margin.
In fact, the Tesla Model Y captured 98 percent of the segment during the first half of the year, racking up 190,500 units sold during that time, a 76-percent increase compared to the 108,000 units sold during the first half of the 2022 calendar year. By comparison, the Cadillac Lyriq sold a mere 2,316 units during the first half of 2023, netting it second place in terms of sales volume in the segment, but still just 1 percent of the total segment sales volume.
Meanwhile, the other competitors in the segment, including the Lexus RZ, Audi Q8 e-tron, and Jaguar I-PACE, barely made a blip in sales so far this year.
Sales Numbers - D-Segment Luxury EV CUVs - H1 2023 - USA
| MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
|---|---|---|---|---|---|
| TESLA MODEL Y | +76.39% | 190,500 | 108,000 | 98% | 100% |
| CADILLAC LYRIQ | * | 2,316 | 0 | 1% | 0% |
| LEXUS RZ | * | 1,117 | 0 | 1% | 0% |
| AUDI Q8 E-TRON | * | 779 | 0 | 0% | 0% |
| JAGUAR I-PACE | -3.99% | 265 | 276 | 0% | 0% |
| TOTAL | +80.07% | 194,977 | 108,276 |
That all said, GM is currently working on ramping up production of the Cadillac Lyriq, the fruits of which should be revealed in the next few months – UAW negotiations notwithstanding.
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Still not sure why you bring up the model Y in this comparison, but leave out the Genesis GV70, BMW iX, etc which are actually luxury competitors.
Model Y, Mach-E, EV6, Ionic 5, Blazer/Equinox EV could be compared together.
Automotive writers think all electric SUVs are in the same segment. They think all electric sedans are in the same segments. They really lose their ability to reason about automotive segments when talking about electric vehicles.
Figures might be different if they ever decide to deliver the dam car.
Exactly! Why offer a car for sale if you can’t make the car?
Across the board, GM’s EV production and sales a way below demand due to lack of batteries.
That’s simple mismanagement, on a strategic scale. If Lordstown finally reaches full production, and if the second battery plant comes on-line and goes full production, soon, things will look better. But there are two “IF’s” in that sentence, and there’s the crucial point.
Beautiful car! But out of my price range.
what brands did the 40 % come from?
“GM is currently working on ramping up production of the Cadillac Lyriq, the fruits of which should be revealed in the next few months”
How many times has GM said this??? When production goes from 20 cars per day to 25, GM will tout a 50% increase.
I checked with the sales manager of my dealer yesterday on my May 25,2022 order and she has ZERO information about when my Lux2 AWD White/noir Lyriq will be delivered. I’m guessing Q2 2024 (two years from the original order)
Next will be the excuse of the UAW strike. Conquest sales my make nice headlines but the way GM has treated those on the waiting list, the Lyriq will probably be the LAST GM product they ever purchase. I know it will be for me.
That is my exact feeling as well. Were they just trying to see if people would purchase the Lyric
These articles really P me off. I’ve been to the dealer. Maybe we will get one in, maybe we won’t. I’m not going to try to order anything without a specific delivery date. Why keep putting out news releases that are meaningless. I wish they would dump their $20 million dollar lady and get some management in there. But the stockholders love her, so who cares? They are making big money. I know where it’s going. Are they trying to freeze out all the dealers so they will become corporate owned? Something is going on. BTW, the other companies, Ford, Stellantis, etc., aren’t any better. These companies should be stealing Elon Musk’s engineers away from him. That’s how auto builders have done it for 120 years. Better yet, steal some away from the Chinese. They will probably work cheaper too.
Stop complaining and buy another vehicle somewhere else, even if it has an engine. Why let a company deeply affect your life and your mood? You’re better than that.
Did you read the article? It’s the same article that is run on here once a week. If there’s a problem, solve it or quit making promises. I have several cars and motorcycles. I am not in immediate need of a new vehicle. I am just tired of the redundancy. If the GM Authority wants to write about why GM keeps putting out false news releases, I’m all in. Otherwise, there is nothing new here. I am just tired of reading anticipated release dates, going to the dealer only to be asked where I’m getting my information from.
TOTALLY AGREE. I’VE EVEN HAD A VIN NUMBER AND THAT WAS WEEKS AGO. I FINALLY HAVE HAD ENOUGH AND CANCELLED FOR WHICH AFTER ALL THEY PUT ME THROUGH, THEY SAID YOU CAN’T GET YOUR DEPOSIT BACK. UNBELEAVABLE
Why do people in the media think electric SUV is in the same segment?
Would you put an X1 in the same segment as a GLE?
Then why are you putting the Model Y in the same segment as the Lyriq. They don’t have a similar starting price. They aren’t similar in size. They aren’t similarly equipped.
There is no rational way to put these vehicles in the same segment.
Automotive writers writing about gas vehicles: fully understands in a rational logical manner what constitutes an automotive segment.
Automotive writers writing about electric vehicles: stops understanding what constitutes an automotive segment.
I dropped my order after waiting a year and moved on to vehicles i could actually get. Just before i backed out i heard they had finally received a black RWD unit with no idea when or if they would got an AWD unit this year. Ill bet it would have been a 3 year wait… for a station wagon.
My dealer rep says she can’t estimate when I might expect to receive my order.
She says this is in part because GM will not make a unit to fit my order! Instead, all dealers get an allocation of cars as they are manufactured. The dealers then have to try to match the cars they receive with the orders they have to try to get the best fit between the cars they receive and they orders they have. I’ve started to look for an alternative option; either a vehicle in stock, or a company that will make one to match my order.
I tried to contact GM but they wouldn’t tell me anything except to contact my dealer.
Maybe Gm should practice the Burger King “Have it your way” instead of “just take what we have and pay me even if its not what you ordered”. “the order is close but not everything you want BUT, you have to subscribe if you want that”.
Too bad GM cannot mass produce these. There are so many customers that would buy these right now.
Missed opportunity yet again for Cadillac.
One thing I haven’t heard the union bring up, which they absolutely should, is how Mary Barra is not only paid very, very well but she has not executed on her strategy for certain key brands to go electric and beat key competitors to the electric market while also catching up to Tesla. The Lyriq has gotten great reviews, is well-designed, is priced right…and its sales are in the dumps almost two years after launch. It is a massive missed opportunity.
I live in SE Michigan. Once a “hot” new Detroit Three product comes out, you see it all over the place b/c of brand loyalty and also employee / friends & family pricing. For example, there are tons of Ford Broncos, a bevy of Mach-E Mustangs, more mid-engine Corvettes than I can count; heck, the number of new Trailblazers and Trax is impressive.
But the Lyriq. I’ve seen two. TWO! That is unbelievable. I literally don’t believe it. Where are the vehicles? People (as far as I can tell) want them. How can Mary & co not figure out how to get these into customers’ hands.
Just a massive failure.
Careful about criticizing Mary with this GMA gang. She’s Teflon around here.
There are 3 new Lyriqs on ebay right now.
Cars.com has 182 listed for sale.
Thats just 2023 MY ones.
Come and get em…..
Conquest sales?? That’s a joke since production is so low it is meaningless. How about publishing how many orders were placed for the Lyriq and how many of those have backed out and moved on. I suspect more than 75% (probably higher) of initial Lyriq orders in the first year have all backed out and moved on to other vehicles rather than waiting 2 to 3 years. Production is so low most would never see their car. GM has stopped most of their advertising realizing they were ticking off all those who had orders placed with no estimated delivery dates after more than year of waiting. (Ford has done a much better job of ramping up production for their high demand vehicles!) I suspect the Equinox EV will suffer some of the same problems that the Lyriq underwent but notice Chevy is not allowing pre-orders in their system so that they don’t repeat the Lyriq disaster. I suspect the Equinox EV is going to be delayed….Fall starts in one day and there is no sign of Chevy getting ready to open up the Equinox EV order banks.
The Lyriqs sales are beyond bad. It is time for new leadership at GM.
I love the first world problems some of the people have here……
WAAAAAAAAAHHHHHHHHHHHHh……..where is my Lyric????? WAAAAAAAHHHHHHHH………
There are 3 on ebay right now…
WAAAAAHHHHHHHHHH…….I want my Lyric….WAAHHHH……
182 on Cars.com…..
WAAHHHHHHHH…..
It seems to me if you want one, there are more than plenty out there….
Do they need to drive it to your house and physically place you in the driver seat?