Cadillac is returning to Europe to begin accepting orders for its Lyriq electric vehicle (EV). Deliveries to Switzerland will begin in the first half of next year. The parent brand General Motors has not sold a car on the continent since 2017.
Cadillac said it would also bring its electric vehicles to Sweden, France and three other countries, but did not provide a timeline for the launch. The Lyriq EV has been available in the US for over a year.
GM’s last appearance in Europe was with the Opel and Vauxhall brands, which the company owned since the 1930s and sold to the PSA Group in 2017. This conglomerate became part of Stellantis in January 2021.
Cadillac sold 2,316 examples of the Lyriq here in the U.S. in the first half of 2023. The most efficient rear-wheel drive version has a range of 314 miles on a charge and 340 horsepower. The upgraded Lyriq all-wheel drive delivers 500 horsepower and a range of 307 miles.
The range of US models is measured differently in the WLTP test cycle than in Europe, resulting in numbers varying between regions even though the vehicles sold have exactly the same equipment.
The 2024 Cadillac Lyriq will be sold in Switzerland for 82,000 Swiss francs, which is the equivalent of $89,705. This price is close to other luxury electric vehicles in the country like the Audi Q8 e-tron.
Tesla is the sales leader for electric vehicles in Switzerland, followed by Volkswagen.
Cadillac says it will offer many of the same features in Europe as in North America, including Super Cruise hands-free and eyes-up automated driving technology. However, it is still awaiting regulatory approval.
In the US, the Lyriq starts at $57,195 before taxes and destination, and all-wheel drive costs $3,500.
“As a brand that once described itself as the ‘standard of the world,’ it makes perfect sense for Cadillac to return to the European market. More than a fifth of all new cars sold there are now electric cars, and frankly from General Motors.” “We need all the EV sales it can get to offset the massive investment in its electric vehicles,” said David Undercoffler, editor-in-chief of Autolist .com Newsweek.
Cadillac will offer a full range of electric vehicles in Europe before 2030. The lineup will initially be completed in the US, and the company currently only has three electric vehicles in its future lineup, including the Escalade IQ and the Celestiq.
The luxury brand is creating a new digital shopping experience for customers in Europe, with all sales occurring online, including selecting trims, securing financing, managing title and registration, and scheduling delivery. Nevertheless, the plan is to have a physical presence in Europe with Cadillac City.
The new experience center in Zurich, Switzerland, will offer a luxury coffee house experience and allow customers to drive the new Lyriq and customize their future vehicle. Eventually, it will be a hub for everything related to Cadillac electric vehicles.
“The Lyriq is an ambassador for Cadillac’s future and should therefore be a great way to reintroduce the brand to Europeans,” said Undercoffler.