Cadillac has been spotted making a bold move to poach Tesla owners in China. Sales representatives have been seen approaching Tesla owners who are waiting for their vehicles to charge at a Shanghai Supercharger station with free test drive offers of the brand new Lyriq SUV. This is a clear attempt by Cadillac to lure these Tesla owners with its first-ever all-electric vehicle.
Chinese consumers have always embraced Western luxury brands, so it makes complete sense for Cadillac to give this strategy a shot. Its representatives purposely parked at least one Lyriq in the middle of the charging station’s lot, making it impossible for anyone not to see it.
See also: The all-electric Cadillac Lyriq initially sold out in just over 10 minutes
WTF look what's happening Cadillac sales team are currently parked outside of Shanghai Jinqiao Supercharger.
Approaching Tesla Owners and trying to offer free test drive.
Competition is great but this is Teslaβs territory. Shameless cold calling by Cadillac. @Tesla @elonmusk pic.twitter.com/bmvoC7aVj9
— Jay in Shanghai η΅ε¨ Jay π¨π³ (@JayinShanghai) March 16, 2023
Cadillac employees then directly approached Tesla owners with the offer. While it is unclear how many Tesla owners went for a test drive, Cadillac must be given credit for making a brash effort.
Competition in the EV market has drastically increased over the past year or so as new players, aside from Tesla, enter the scene. The Lyriq, which is assembled in both the US and China, is one of Tesla’s main rivals, targeting the Model X and loaded versions of the Model Y. The latter is also built in China, while the Model X is manufactured in California only for now. China has also become ground zero for an EV price war.
See also: Cadillac Lyriq AWD launch in the Chinese market with 503 HP
In January, Tesla announced Model Y price cuts, which immediately sparked outcry from customers who had recently purchased their vehicles at higher prices. Cadillac, however, has so far not lowered Lyriq pricing, which begins at 479,700 RMB (about $69,650 according to current exchange rates). In the US, the Lyriq starts from $57,195, which now qualifies for the $7,500 federal tax credit.
The Lyriq is only the beginning of Cadillac’s massive EV lineup expansion. The hand-built, ultra-luxurious $300,000 Celestiq will soon begin production but is already sold out for the next 18 months. The Celestiq will also be sold in China.
While it is unlikely that Cadillac will overtake Chinese Tesla sales anytime soon, things could change in the coming years. However, Tesla has had a years-long head start in just China but literally every major market, so it will be a huge task for Cadillac to catch up.