With the official announcement of the Cadillac Lyriq in Germany, General Motors has just launched Cadillac’s new all-electric business in the European country.
The automaker’s European subsidiary officially launched Cadillac’s new all-electric business in Germany as part of its planned expansion strategy in the region. GM has established a new direct sales business structure that it is deploying in Europe; the luxury brand is the company’s spearhead to compete in the zero-emission vehicle market in Europe.
“In its more than 120-year history, Cadillac has distinguished itself internationally through its innovation, performance, and design. It’s become a cultural icon of American luxury,” said Pere Brugal, Chief Commercial Officer of GM Europe. “With the brand’s electrification and its first electric car on the market, the Lyriq EV, GM Europe is creating a new premium experience, which we launch today in Germany,” he added.
The launch of the brand’s all-electric business in Germany represents a new beginning for the American luxury brand in that country. In recent years, it has maintained a limited presence with an inconsequential vehicle offering and a sparse dealer network. Now, it introduces the Lyriq to the German market along with a wholly new and seamless direct purchasing experience to attract a new customer profile.
The Lyriq is the first vehicle in the growing global portfolio of vehicles in the Ultium architecture, with which the brand plans to progressively expand its presence in Europe. GM Europe plans to offer the region a complete offering of zero-emission Cadillac models, which so far also includes the ultra-luxury flagship Celestiq, the Escalade IQ SUV, the new Optiq, and the all-new Vistiq.
Initially, Cadillac’s all-electric business in Germany only had a virtual presence. The Lyriq is shown at the MotorWorld Center’s permanent exhibition in Berlin, Munich, and Cologne (starting in June). During the second half of this year, two all-new “Cadillac City” experience centers will open in Frankfurt and Hamburg, the first lifestyle spaces in the country to promote the brand’s exclusive electric proposition.
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Comments
GMs cars have come a long way from the mediocre products they had in the early 2000s. Especially in recent years with their latest models and designs. So hopefully this time, they can have some success in the EU and not be forced to make foolish decisions like putting all their eggs in only two baskets of which one of them is not given for granted.
It will be interesting to see how the Cadillac City Experience Center turns out.