General Motors (GM) in Australia is looking to reintroduce the Cadillac brand as it makes a play to capture the luxury EV market from competitors BMW, Audi, Mercedes-Benz, Lexus, Land Rover, and Porsche.
The 2024 Cadillac Lyriq electric large SUV will launch down under late this year, and GM Australia and New Zealand Managing Director Jess Bala told reporters that while they had no intention of making a “mainstream play” with their traditional models, there was significant scope for to tap into buyers looking for high-end electric SUVs.
“This is a luxury play for a whole realm of reasons, one being we want to be something that’s sought-after and to be sought-after, there does not need to be a ton of them driving around,” Ms. Bala said.Ms. Bala said the decision was about timing as consumer demand shifted to more sustainable vehicles.
