Cadillac's Electric Strategy - What Do We Know?
Cadillac announced that it would become an all-electric brand by 2030 and confirmed that no new gas-powered models were under development.
Cadillac is no stranger to advancing the state of the art in automotive engineering and design. In its 120-year history, Cadillac rolled out many technologies we consider obvious today, but in their time were revolutionary.
Some examples of Cadillac leading the way include interchangeable parts (demonstrating the ability to take cars apart, scramble the parts, and put together a fully functioning car), electric starters, automatic air conditioning, theft deterrent systems, as well cylinder deactivation. So, it should be no surprise that GM would use Cadillac to push its electrification plans forward.
This started back in April 2021, when Cadillac announced its LYRIQ SUV. About the size of the XT5, this all-electric Cadillac served not only to usher in a new platform and powertrain but also the end of Cadillac’s naming scheme (which has been with us since the original CTS in 2003).
How will a company that was making high-performance, fire-breathing machines with great Nurburgring times change course?
What does an all-electric Cadillac brand look like?
How will this shift affect dealers and consumers?
To understand Cadillac’s plans, we need to start with GM’s overall electric car strategy.
General Motors has decided that electric propulsion is the future and is positioning itself to be a leader in electric vehicle technology. Previous offerings from the company such as the Chevy Bolt and the Spark EV, have been gas-powered platforms handed over to a partner (in this case LG) to re-engineer with electric power trains. They were a hedge while they waited to see if the market was really going to move towards electrification.
Once GM determined that electric cars were the proper strategy, they began work on future models that are more ambitious. These mark a move to EVs that are designed and engineered from scratch to be electric.
New models are designed from the ground up to take full advantage of the flexibility of the electric components. These new models are optimized to be electric and therefore not limited by needing to support gas powertrains. Additionally, GM has been working to develop its own electric motors and battery technologies rather than depending on the expertise of suppliers.
This use of an electric vehicle native strategy means that GM should be able to bring EVs to market with fewer compromises. This differs from what some other companies have been doing. Witness BMW’s electric strategy where new models are designed to support gas powertrains and electric propulsion in the same models.
This multiple powertrain strategy leads to platforms that support a large battery pack, electric motor(s), and all the supporting power management components of an electric car. Additionally, these same platforms need to be designed for gas or diesel engines as well.
This compromise results in a platform where electric powertrain models have provisions for all the air/fuel/exhaust routing they do not need. It also means that traditional powertrain models have provisions for a giant battery pack - despite not having one. At the very least this means inefficiency in their designs.
GM’s electric vehicle strategy is different. Marketed as Ultium, this is an electric-only design that does not have the ability to use traditional powertrains and their ancillary systems.
Ultium architecture underpins all of GM’s new electric vehicles from the GMC Hummer EV, several models of Chevrolet, all the way to the Cadillac LYRIQ and CELESTIQ. All use similar battery pack technology and electric motors. This shared engineering gives economies of scale that help drive the cost of GM’s EVs down.
GM has decided that the transition to electric is going to mean offering both traditional gas-powered models and their electric replacements side-by-side for a time. Multiple models are being marketed and sold, in some cases (see the Chevrolet Blazer, Silverado, and Equinox) alongside a new Ultium-based EV with a very similar name (for example, Blazer EV, Silverado EV, and Equinox EV). For Cadillac that means the XT5 and the very similarly sized LYRIQ.
Apparently, the confusion and extra marketing dollars spent with two different vehicles with similar names or market positions are considered acceptable during this transition.
So, given this strategy at the corporate level, what is Cadillac going to be doing in the remaining years of the decade to get to the all-electric model lineup?
First, we can look for clues in GM’s recent trademark filings. As mentioned in recent news, Cadillac is going to standardize with model names that all end in -IQ. We have already seen this in the LYRIQ and CELESTIQ as well as the recent announcement of an electric Escalade, the ESCALADE IQ. Trademarks also reveal a the name of a long-wheelbase Escalade, the ESCALADE IQL.
Other names we know are coming for Cadillac’s new models are:
VISTIQ
LUMISTIQ
ASCENDIQ
SYMBOLIQ
OPITQ
We can look at the current lineup and see what Cadillac needs to replace.
CT4
CT5
CT6 - This is still on sale in China. A new sedan between the CT5 and CELESTIQ would be a nice addition to the North American market.
CELESTIQ
XT4
XT5 - already replaced nicely by the LYRIQ
XT6
ESCALADE IQ and IQL - to replace the Escalade and Escalade ESV
It is anyone’s guess which name would fit each product segment, but it is interesting to see the trademark filing gives us a name for practically every model in the current lineup. It could suggest that each sedan may get an electric replacement in the spirit of the CELESTIQ.
Spy photographers have also seen SUVs smaller and larger than the LYRIQ in testing (so matching up with expected XT4 and XT6 replacements).
It is also possible that this transition could allow Cadillac to remake certain products by rethinking what the market wants - perhaps this means some change for current CT4 and CT5 buyers (since sedan sales have been dropping quickly for years now).
There are rumors floating around that Cadillac plans to have 8 all-electric offerings on sale by the end of 2026, much like the list above. This suggests that the current gas-powered cars will start to be phased out shortly thereafter. However, this also allows Cadillac the flexibility to keep profitable gas cars in showrooms between 2026 and 2030 if sales of electrics do not immediately grow. Slow growth could come from customer reluctance, but also from limitations in the supply chain that could constrain how many of the new Cadillacs they can build.
In the meantime, the gas powered models won’t be left completely alone. For instance, the XT4 crossover was recently freshened. It should be no surprise that the XT5, XT6, and Escalade see freshenings in the next 2-3 years before they ultimately sunset. We should also expect CT4 and CT5 to also get updates as well - perhaps even bringing styling more in line with the CELESTIQ.
So, that covers the basic logistics of converting the brand…but if Cadillac was just replacing gas cars and SUVs with electrics…what is going to drive customers to want them?
Ultium is not only an electric-first strategy to build a new platform with many common parts to cut costs. The Ultium cars also bring support for the latest technologies that luxury buyers expect. Every Cadillac on the new architecture will natively be able to support GM’s Super Cruise and Ultra Cruise autonomous driving tech. They will have cellular connectivity and modern computers that will enable GM to repair issues or offer new features ‘Over the Air’ (OTA) - i.e. without a trip to the dealer.
Imagine new driving modes, more autonomous driving features, or even more power - all available with the same ease as updating your cell phone’s software.
Electric motors can have massive power and instant torque - making it likely that the electric Cadillac line will be the fastest cars the brand has ever offered. With easily offered all-wheel drive (an electric motor at each end that is connected via software provides a simple and highly effective method to provide all-weather capability and high performance) - the V-Series and V-Series Blackwing will likely still be offered.
Modern battery and charging technology also means that rapid recharging and gas-car competitive range will be available. Expect 300+ miles of range in normal driving with the ability to DC Fast Charge in 15-20 minutes on road trips at public charging stations. Given GM’s recent announcement that they will support Tesla’s charging standard (North American Charging Standard - NACS), Cadillac will have access to the widespread Tesla Supercharger network making cross-country travel nearly as good as traveling in a gas car - and getting better every month.
‘Nearly’ means that Cadillac buyers will have some adjustments to make, but not away from high performance, high technology, and luxury. The adjustment will be learning how to operate and care for cars that are fast and fun but trade it for a more leisurely ‘refueling’ experience. This may be offset by getting a home charger installed so your Cadillac is always fully charged and ready to go when you leave home. A number of customers might never have to stop at a gas station again. However, recharging times will need to be considered during long road trips - where charging should be coordinated with meal stops, hotel stays, or shopping - so the time doesn’t feel wasted.
Dealers will need to train their staff on the strengths of the new models. They will be the front line for helping customers understand what ‘going electric’ will mean for them. They could easily turn out to be Cadillac’s lynchpin and could make or break a successful transition of the century-old company to new technology.
Our electric Cadillac future is coming fast. While it may seem unsettling, the technology is maturing rapidly and the new electric models promise to do all the fun things we expect from the Cadillac brand while setting up exciting products for decades to come.
Cadillac’s first 120 years were of a brand that moved transportation forward. It looks like their future will be more of the same.