- T​he Lyriq, Cadillac's headfirst dive into the electric car market

W​ill Cadillac's rebranding efforts work?

W​ill they ever return to their former glory?

4w ago

22.1K

4​0 years ago, Cadillac owned nearly 1/3 of the luxury car market in the US. Today, that has dropped to around 7%. Cadillac's fall from grace is largely due to the introduction of Japenese and German rivals that evolved with the times while Cadillac stuck it's head in the sand and trusted that a loyal customer base in the US would continue to buy their, let's face it, worse cars. Throughout the 80's and 90's, Cadillac did fine, retaining a small market share but slowly losing more and more ground to their foreign rivals.

A​lthough sales figures and market share held relatively steady, their reputation took a nosedive. In 2018, Carmax did a study on the average age of their buyers based on brand, and found that Cadillac and Buick have the oldest average buyers with an average age of 45 years old. Cadillac has only themselves to blame for that. They try and compete with brands like BMW and Mercedes by introducing cars that are slower, much more comfortable, and just as expensive. As James May put it "I chose this Cadillac because it was comfortable".

H​owever, Cadillac has recently decided it wants to rebrand itself, and has introduced cars to do just that. The brand new CT4 and CT5 may have silly names, but they outcompete their counterparts at BMW and Mercedes. The BMW M340 costs nearly 7k USD more than the CT5-V, but the Cadillac will be more comfortable, just as fast, and won't make you feel like you cheaped out on the not an M version. The story stays the same with the Mercedes C43 Sedan. You can now buy a Cadillac CT4 for less than a Kia Stinger! That price point puts it right in the sweet spot between the emerging luxury car brands like Kia and Mazda and the historic luxury car brands like BMW and Mercedes.

T​he Cadillac CT5-V

T​he Cadillac CT5-V

T​he Lyriq, Cadilac's first attempt at a electric car, is expected to be released in 2023, and it looks good. It uses a similar design language as the Cybertruck, with it's hard angles and sharp design, but in the Lyriq it actually looks good. If the Lyriq can compete in terms of performance and range with the Teslas' or whatever new electric cars come out in the next three years, I think Cadillac has a chance to rebrand itself even more. It can become the market leader for luxury electric cars, because Tesla's use of cheap feeling materials on their interiors has left the window open for them.

C​adillac certainly has the lineup to compete with these German brands, but will their efforts pay off? The notion that German and Japenese cars, especially in the luxury segment, are just better is seeped into the minds of American consumers. Cadillac needs to work to change that perception. If Cadillac can convince buyers to choose a CT4 over a well equipped Camry or base BMW, then Cadillac can dust off the sand and move confidently into the future, but if not, they might as well let the waves wash them away.

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Comments (22)

  • I don't know. Coming from Europe, I could be biased towards the coolness of Caddys. The latest CTS-V - it just says that it doesn't really give a f**k that M5 or AMG are so precize - it's a massive V8 with a wining supercharger - who cares if it doesnt have trillion driving modes or does it do 3 or 5 secs 0-60. Just floor it and enjoy. That's what I like in it. Cool vs. Nerd

      30 days ago
    • I don't know what's wrong with an M5 or even the E63 AMG. They may be precise, but they're all out savages too. The germans focus on delivering an entire package...

        28 days ago
    • It's like the top model vs. the prettiest girl next door - the numbers would speak for the model but the next door girl is the one to go out with and have fun.

        28 days ago
  • I happen to think their biggest mistake was trying to compete in the grounds of BMW and Mercedes. They can try, but they won't ever be as good as the Germans.

    Cadillac were great when they simply built an opulent, majestic luxury car and didn't give a horse's ass about the Europeans. That's the mindset they need to go back to.

      29 days ago
  • If the stylist ran the company they would sell more cars....instead you get a chromed equinox or whatever the pedestrian Chevy is...they should adopt the Lexus model....new styling goes to the prestige brands...then the higher volume brands the next year...Ford does the same thing...new Lincoln’s are just rebadged and luxed up Escapes or Explorers....Instead of having an Explorer that resembles a Lincoln..you have a Lincoln that looks like an Explorer.

      29 days ago
  • I have not been excited about a Cadillac since the designs of thr 50s and 60s. I don't like the angular designs that seems to fascinate their designers as of late. It reminds me of a seared scallop served on a spike at a Michelin restaurant. It is time for some new styling ideas.

      29 days ago
  • No.

      30 days ago
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