123-Year-Old Detroit Car Company Betting Big on Its Electric Future

Newsweek

a day ago

Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources.
With an influx of new models arriving in market, Cadillac is wearing the crown as America's top-selling luxury electric vehicle company, beating out the likes of Audi, BMW and Mercedes-Benz. It's a level of popularity that has led to what the brand's global vice president, John Roth, calls, "a pretty good run."
That run is the product and financial realization of years of planning. The company has been on a quest to leverage strategic and creative marketing, as well as its motorsports and performance credentials, to conquest new, younger customers as part of its efforts to make Cadillac, "the most prestigious luxury brand here in America," Roth told Newsweek.
The changes kicked off in 2015 and have continued through today. "As we come into 2025 this is really the epicenter of when the plan comes completely together as it relates to our product portfolio, the work that we've done around the dealer network, our marketing and advertising, what our investment in customer experience looks like, essentially everything we can do to elevate the overall brand," Roth said, noting that the plan isn't complete and that Cadillac continues to look at the horizon.
Cadillac claims to be the top-selling luxury electric vehicle manufacturer. Using Cadillac-provided parameters, Newsweek was unable to confirm that claim.
Fresh additions to the Cadillac lineup include the battery-electric Vistiq, Optiq and Escalade IQ SUVs. The Lyriq SUV went on sale two years ago and is slated to get a high-performance variant, Lyriq-V, soon. The forthcoming Optiq-V and Escalade IQL were revealed recently.
NACS charging port on the 2026 Cadillac Optiq-V.
NACS charging port on the 2026 Cadillac Optiq-V.
Cadillac
"Cadillac isn't just talking about transformation — it's aggressively launching products at a pace unseen from the brand in decades. Four EVs across multiple segments in quick succession is no small feat. Cadillac is finally starting to behave like a brand with something to prove and something worth chasing," Paul Waatti, director of industry analysis at AutoPacific, told Newsweek.
Roth echoed that sentiment, saying, "I got to tell you, this is one of the best product portfolios I've ever had to work with in my 30 plus years here at General Motors and Cadillac."
Along with the introduction of new EVs, Cadillac has enhanced its existing portfolio, updating its CT5 and Escalade with a fresh suite of technology and refined looks. It's part of a pledge to keep its combustion engine vehicles in service for a while longer, giving buyers preference to choose gas or electric when they start their new car shopping.
Outside the U.S., Cadillac continues to gain momentum as well. The company has launched its Lyriq in China, South Korea, Australia, New Zealand, Switzerland, Sweden, France and Germany, among other international markets.
"Models like Optiq and Vistiq show a clear intent to grow Cadillac's global EV presence beyond flagship products. While not positioned as headline-grabbers today, they serve a strategic role in normalizing Cadillac as an electric luxury brand in the market, forming the backbone of Cadillac's EV volume story," Waatti said.
Seventy-nine to 80 percent of people who buy a Lyriq are conquested customers. For Optiq, that number is 76. Those customers, Roth said, are seven to eight years younger than the average age of a new car buyer in the auto industry.
"Right now, Cadillac's EV lineup is surprisingly competitive — distinctive design, improved interiors, and the right tech like Super Cruise are helping the brand punch above expectations. But the window to stand out may narrow quickly. German rivals, in particular, are about to unleash their next-gen EV platforms with faster charging, better efficiency, and smarter software. Cadillac must keep up and prove that it can maintain momentum beyond the early sales success of its fresh models, amid added competitive pressure," Waatti said.
"The Escalade IQ is Cadillac at its best: unapologetically bold, effortlessly recognizable, and designed with customer expectations in mind. It's poised to be a runaway success and a key bridge for loyalists transitioning to EVs. Its presence also reinforces Cadillac's role as GM's crown jewel, raising fundamental questions about whether Hummer, with its more polarizing identity and shrinking momentum, can remain viable as a parallel flagship," he continued.
Cadillac also sells Celestiq, a hand-built, made-to-order, electron-powered sedan that is meant to be a showcase of the company's luxury prowess. The car debuted in 2022 and just went into production a few months ago.
"The Celestiq won't move the sales needle, but it's Cadillac's most daring brand statement in decades. It's a deliberate, high-stakes bet meant to shift perception and prove the brand still knows how to lead, not follow. That kind of symbolic swing can be invaluable — or it can land with a thud if not backed by broader relevance. Right now, it's a brand-defining risk. Whether it becomes a turning point or a footnote depends on what comes next," Waatti said.