U.S. automaker General Motors unveiled its luxury electric Cadillac Lyriq in France on Monday, marking an expansion of its presence in Europe following its return to the region last year. The move also serves as a test of whether online-only sales will attract affluent car buyers.
In October, GM announced the launch of sales in Switzerland, marking its first step in an all-electric return to European markets since selling off the Opel and Vauxhall brands in 2017.
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In contrast to its approach in the U.S., where it relies heavily on a large dealer network, European customers can customize and purchase their Cadillac EVs entirely online.
European automakers are intensifying efforts to produce more affordable EVs, facing competition from Chinese rivals and sluggish demand growth. Jaclyn McQuaid, GM’s European head, noted at a launch event in Paris that electric SUVs are expected to remain the fastest-growing segment for zero-emission vehicles.
“The luxury market is where the focus is right now,” McQuaid said, pointing out that in France, the luxury electric car market experienced significant growth last year.
The top-selling electric vehicle in France in 2023 was Tesla’s Model Y SUV, which starts at 42,990 euros ($46,500) in that market.
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Emphasizing Cadillac’s French heritage – Antoine de la Mothe Cadillac, a French adventurer, founded Detroit in 1701 – McQuaid announced that other electric models would follow, utilizing the same architecture as the Lyriq, which is manufactured in Tennessee.
In Switzerland, the Lyriq is priced at 82,000 Swiss francs ($93,100), but GM did not disclose pricing for the French market.
Cadillac also plans to open a showroom in Paris, and customers can place orders for the Lyriq online starting March 23. The luxury EV is set to launch in other European markets, with Germany being the next target by the end of the year.
