Cumulative Sales
Cadillac has just crossed a major milestone in its history as an automaker. While it may seem like a drop in the bucket compared to other EV makers like BYD or Tesla, the fact that it sold over 100,000 luxury EVs is something worth celebrating in some form or another.
As the brand stated: “100,000 Cadillac EVs and Counting,” this figure is for the United States. It’s been less than four years since the brand launched the Lyriq, the luxury automaker’s best-selling EV. Since then, Cadillac has expanded its lineup with the Optiq, Vistiq, Escalade IQ, and the handcrafted Celestiq—all of which contribute to the milestone.
GM
The Lyriq
One of the brand’s best-sellers, it was the first all-electric Cadillac to reach the market. Considering that the mid-size SUV and crossover segment is one of the most popular in America right now, it was a logical first step in Cadillac’s EV portfolio. Right now, it’s one of the brand’s best-sellers, to the point that it resisted GM’s push to phase out Android Auto and Apple CarPlay. As the volume leader, it appears that Cadillac isn’t keen on drastically altering its most successful EV, at least for now.
The Lyriq sits in a popular segment. Optioned out, it does get quite pricey, but that hasn’t stopped the premium brand’s growth since its launch. Apart from that, you can’t forget the other models that are in the lineup, plus the efforts of the entire company, from engineering and product planning to manufacturing, retail, and marketing.
Cadillac
A Team Effort
GM North America’s President, Duncan Aldred, credited Cadillac’s EV expansion to the efforts of the entire organization. “Today, I’m proud to share that we’ve surpassed 100,000 total Cadillac EV sales. This achievement reflects years of coordinated effort across the business – from our engineering and manufacturing teams to our sales, marketing, and dealers – who deliver world-class experiences to customers every day,” Aldred stated.
The lineup also spans a healthy amount of segments, and while the Lyriq serves as the volume driver, other models like the Cadillac Optiq, Vistiq, and Escalade IQ all pull their weight. Made in smaller numbers compared to the rest of the lineup (also because it is hand-built), the Celestiq may command a premium price tag, but its sales also contribute to the total.
Cadillac
New Clients
Perhaps the best part of this growth is that the brand’s EVs attracted new customers. According to the brand, about 75% of buyers who purchased the Lyriq, Optiq, Vistiq, and Escalade IQ are new to the brand, trading in their Tesla, Mercedes-Benz, BMW, Audi, or Lexus vehicles.
Aldred continued, “Our momentum is reinforced by years of industry recognition,” Aldred said, pointing to accolades from MotorTrend, J.D. Power, Car and Driver, WardsAuto, and Fast Company. Cadillac is betting that customer retention will keep the growth story moving. “Once customers move to an EV, they tend to stay.”
With momentum on the brand’s side, perhaps we can expect its sales to rise. As more and more Americans are trading gas for electricity, it seems likely that Cadillac will continue to do well. “Now it’s on to the next 100,000,” says Aldred, and as long as the brand plays its cards right, it should be able to go the distance.
