In addition to officially announcing its return to Europe with the launch of the 2024 Cadillac Lyriq in Switzerland next year, General Motors has just introduced the brand-new Cadillac City experience center for the first time on the old continent.
Cadillac City Zurich
The automaker’s European subsidiary announced the debut of the brand-new Cadillac City experience center in Zurich, Switzerland’s most populous city with one of the most important banking and financial centers in the world. As such, the new Cadillac City Zurich is the brand’s first lifestyle installation in Europe and debuts the next customer-focused marketing initiative for Cadillac’s all-electric business in the region.
“Today we joining Europe’s electrification journey by launching our all-electric, direct-to-consumer Cadillac business in Switzerland with plans to expand to five additional markets in Europe over the next couple of years, with Sweden and France next,” said President and Managing Director at GM Europe, Jaclyn McQuaid. “The brand-new Cadillac City to provide an elevated, more personalized, luxury experience and foster a community around Cadillac EVs,” she added.
The brand-new Cadillac City Zurich is located on the prestigious Bahnhofstrasse 75 in the center of the Swiss metropolis, recognized for being one of the most expensive and exclusive shopping streets in the world. With an area of 600 m² or almost 6,500 square feet, divided between the ground floor and the first floor of the Brannhof building, Cadillac’s first experience center in Europe is a state-of-the-art area designed as a place to learn, recharge and connect.
In particular, the Cadillac City Zurich was designed by Cadillac Europe in collaboration with the leading architecture and design company Gensler. During the initial launch stage, the 2024 Cadillac Lyriq is the protagonist and is located in the heart of the space wrapped in modern lighting that creates a welcoming atmosphere. It has a dedicated team to help customers personalize their new vehicle, as well as a dedicated cafe and play area where children can personalize vehicles and learn about EVs.
The new Cadillac City Zurich will be a destination for people to immerse themselves in the world of Cadillac, experience the Lyriq by testing and customizing their next zero-emission vehicle. In the future, this new experience center will be a place where people can come together to discover and explore Cadillac’s growing global portfolio of all-electric vehicles – which will arrive in Europe starting next year. The Cadillac City concept reinterprets the previous ‘Cadillac House‘ launched a few years ago in the cities of New York, Shanghai, Seoul and more recently in Warren.
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Comments
It’s smart for GM to get their EV’s selling in European markets. They seem to be moving a bit faster in terms of market share.
The Tesla Model Y has been this year’s best-selling vehicle overall in Switzerland (Q1-Q3), regardless of powertrain.
While there are no federal incentives, local policies vary.
Cadillac is late, by now.
Switzerland is usually a good test-market, and the Lyriq looks to be a great fit for Europe.