Aurélien Fleurot // Credits: Cadillac 9:41 a.m., February 27, 2024

The emblem of the American luxury car, Cadillac, is going electric to attack the European market.

The brand, which belongs to General Motors, will mark the return of the American group after seven years of absence.

A return which will not be massive, but this strategic choice is not trivial. 

The quintessential American luxury car is making a comeback.

Cadillac goes electric to attack the European market.

An event for car lovers which marks the return of the General Motors group after seven years of absence since the sale of Opel to the PSA group, now Stellantis.

A return which does not aim to flood the market.

A carefully considered strategy. 

General Motos chooses France for its return, because it is a growing market where the progression of 100% electric is the most significant in recent months.

It therefore makes sense for the automobile group to set up in France, where the battery should be the norm in 2035. In addition, Cadillac is a recognized and appreciated brand in Europe.

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An image approach 

"When Cadillac was still distributed in Europe, the idea was not to score big, but to be able to ride on the idea that Cadillac is on sale in Europe, it is a luxury brand, a recognized brand and appreciated by Europeans. So the idea for Cadillac is certainly to do a little bit of the same thing, to have this image approach", explains Bertrand Rakoto, director of automotive consulting at Ducker and Carlisle, a firm based in Detroit, while like General Motors. 

This return will take the form of the Lyrig, an SUV measuring five meters, almost three tonnes, and announcing a range of 530 km, the equivalent of a Paris-Lyon.

Initially, it will be sold only online.

No price announced at this stage but in Sweden, for example, you have to pay around 80,000 euros to afford American luxury.

Further proof that the manufacturer intends to establish itself permanently in France, a “Cadillac City” center will open this year in Paris.