Cadillac Prepares to Expand Electric Vehicle Lineup in Australia - starting with Lyriq Crossover

By Jeff Gibbs

Cadillac is poised to make a signifcant impact in the Australian market with the launch of its electric vehicle (EV) lineup, beginning with the Lyriq crossover (pictured). Jess Bala, General Motors (GM) Australia and New Zealand’s managing director, indicated that following the introduction of the Lyriq, the luxury brand plans to unveil more models by late 2024 or early 2025. The company’s initial foray into the Australian market will be marked by the Lyriq, which will be built in right-hand drive at GM’s Spring Hill, Tennessee plant. This move is part of Cadillac’s broader strategy to establish a strong foothold in the EV sector globally. While the Lyriq is set to start, GM has not dismissed the possibility of sourcing future models from China, depending on market dynamics and production strategies.

GM has already laid the groundwork for additional EVs by securing trademarks in Australia for names like Optiq, Escalade iQ, and Vistiq, hinting at what might be next in their lineup.

Bala explained that trademarking globally is a standard part of GM’s process to maintain brand consistency as new vehicles are conceptualized and eventually launched.

Cadillac aims to differentiate itself in the competitive luxury EV market by offering a unique buying experience. The brand will sell vehicles through three ‘Cadillac Experience Centres’ located in Melbourne and

Sydney, Australia, and Auckland, New Zealand, rather than traditional dealerships. This directto-consumer approach is designed to provide a reimagined luxury buying experience that extends from initial inquiry to long-term vehicle ownership.

Despite aiming for “exclusive volumes,”

Bala is confdent in the brand’s potential in the Australian market, particularly among luxury buyers who see themselves as trendsetters. The Lyriq will be competitively priced within the mid-sized SUV segment, competing with similar offerings from established European luxury brands like BMW’s iX. In the US, the Lyriq starts at around A$90,000, although specifc Australian pricing has not been confrmed but expect a starting price of $150,000.

Cadillac’s commitment to an elevated after-sales experience includes providing consistent, high-end service, emphasizing the ongoing relationship with the customer well beyond the initial purchase.

As Cadillac gears up to expand its presence with a range of EVs, it is clear that the luxury automaker is not only challenging competitors but also redefning the luxury car ownership experience in Australia.