US luxury brand Cadillac is making its long-awaited return to Australia this year after multiple false dawns.
But while it’s entering one of the most competitive markets in the world, General Motors (GM) executives aren’t worried about the brand being lost in the crowd.
“The market here hasn’t had a lot of exposure to Cadillac from driving the vehicles directly, but the brand is very well known for a brand that hasn’t been on sale here,” said Jess Bala, General Motors Australia and New Zealand managing director.
Lyriq
“We did some research last year that definitely shows that there are strong familiarity levels and awareness levels.
“We still have a job to do and we’ll absolutely do that, but at least the brand is definitely recognized when you see the car in person.”
While Cadillac has sold vehicles here before, its last Australian venture ended in 1969 – some 55 years ago.
When Cadillac does return to Australia, it’ll do so with a very different lineup than it’s ever had or has ever planned to bring here before.
The Lyriq is, for now at least, its sole offering, and it’s a luxury electric SUV… not a full-sized, V8-powered sedan like the de Ville and Fleetwood luxo-barges of yore.
Optiq
Cadillac had intended to bring the Seville sedan to local showrooms in the late 1990s before these plans were canned, before once more making a run at an Australian launch with the CTS sedan in 2008 – only for its launch to be killed at the 11th hour due to the Global Financial Crisis.
As reported last week, Cadillac says it’ll make more announcements about additional vehicles in its local lineup next year, with deliveries to potentially begin by 2026.
It’s expected either – or even both – the Cadillac Optiq and Vistiq could join the Lyriq in local showrooms, though thus far only the former has been confirmed for right-hand drive production.
Ms Bala also refused to rule out petrol-powered Cadillacs such as the Escalade V8 from eventually joining the range, however it has yet to officially confirm any.
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