Cadillac gunning for German luxury buyers downunder 

Cadillac will be another new brand for the New Zealand market when it launches here later this year. The American luxury marque is ramping up its arrival with a recent download to local media on its history and where it stands in the marketplace. 

It’s an old brand, established in 1902 while GM bought Cadillac in 1909. Last year it sold 355,000 vehicles and is present in 13 markets including North America, the Middle East and China. Australia and New Zealand will be added to the list shortly.

Cadillac all about the luxury

Cadillac, as you’d expect, is a luxury brand and it is aiming to compete locally with the Germans (BMW, Merc, Audi and Porsche) along with Lexus and Volvo. One interesting aside that Melissa Grady-Dias, Global CMO, told us; Cadillac is ‘the most tattooed luxury brand’.  

In the US it has eight models, which include the very exclusive Celestiq EV, a pair of sedans and four SUVs, including the big Escalade. However none of those will make the grade for New Zealand, the first model being the all-electric Lyriq.

Cadillac also has more EVs upcoming including the Escalade IQ, the Optiq and the Vistiq. However, as to what will join the Lyriq locally is still a guarded secret. We are told that more models will be added to the local portfolio, and that Cadillac remains committed to an all EV line-up for our market.

Cadillac still hot on EVs

While there has been a softening of demand for EVs, Cadillac won’t be delaying its entry to New Zealand, pushing ahead with an ‘Experience Centre’ planned for Auckland, which will open by the end of the year. Hopefully we’ll get some drive time of the new Lyriq as early as October in the run-up to its release early in 2025. 

Cadillac will be positioned here as a more aspirational luxury brand, rather than one chasing volume, as they want it to be ‘sought after’. You can expect a loaded specification on the Lyriq with Cadillac keen to push various customisation options to make it more exclusive for its owners. 

There will be more information soon regarding just what that specification will look like and pricing. Expect the latter to strike into the meat of the electric German competition.