Too High a Price Would Be the Kiss of Death for Cadillac's Lyriq: GM North America Prez

Steph Willems
by Steph Willems
too high a price would be the kiss of death for cadillacs lyriq gm north america

Steve Carlisle, whose job title was recently upgraded to president of GM’s North American operations, knows you can’t market emissions-free driving on novelty alone. The former Cadillac brand boss offered a hint about the window sticker affixed to the upcoming Cadillac Lyriq electric SUV on Wednesday, citing a need for competitive pricing.

The Lyriq, which this writer can’t seem to spell correctly the first time, is Caddy’s first EV. The first of many, too. Entering production in late 2022 as a 2023 model, the midsize Lyriq’s price won’t be stratospheric, Carlisle claims.

Speaking at the JP Morgan Auto Conference, Carlisle said, “We need to be in the same price zone” of similar-sized premium products of the gas-friendly variety, Automotive News reports.

“This car will need to be priced similar to how the industry prices midsize lux SUVs today, maybe a slight premium at the outset. It’s a price that won’t be high five digits. It won’t start with a seven and it won’t start with a six.”

Carlisle’s comments suggest the Lyriq will bow with a starting price similar to that of the C8 Corvette, if not lower. The closest existing product in Caddy’s lineup is the midsize XT5, which starts at a little more than $45,000 after destination.

Go too high, and buyers will start to wonder if maybe a new Escalade would give them more panache for their hard-earned bucks. Of course, there’ll be an electric version of that hulking full-sizer, too, though not until the Lyriq is already on the market for a while. General Motors plans five electric Cadillacs, each with a name ending in “iq.”

Each GM division will field electric models under the automaker’s new directive, but Cadillac plans to offer something for everyone, including a comparatively low-priced compact model.

“We’re putting extraordinary efforts here into creating conditions for adoption,” Carlisle said. “Every indication is that consumers are getting increasingly ready. It takes a whole ecosystem approach.”

Those customers will have time to get ready, given Cadillac’s decision to reveal a near production-ready example so far out from the Lyriq’s on-sale date. That said, the Lyriq is said to deliver 300 miles or so of all-electric range, which is something the newest German EV crossovers can’t claim.

[Image: General Motors]

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  • Brett Woods Brett Woods on Aug 13, 2020

    I like my big GM smoothness and reliability. If only they could combine this with EV. I blogged for a Lada Niva style EV design, but GM went with a Chevy Sonic design for the Bolt. Sigh.... At this point of "knowing" I can't abide by the purchase of legacy combustion for a new general purpose vehicle. I see that as shoe gazing ignorance or straight up devil worship. So where now? This model looks to be an Audi and Mercedes competitor in the 70K+ range. It's not going to be the price of a Bolt is it. Are we looking at expected sales topping below fifty thousand units in 2023? Agree with author's hint about the proposed name. Perhaps it's not a strong idea to choose a marketing consultant who's last job was at Pfizer pharmaceutical? Good luck GM. A lot of people are pulling for you.

    • Ajla Ajla on Aug 13, 2020

      I'm sure no one would have bought it during the CUV times but a Lacrosse EV with the Bolt's powertrain would have been a fine car. The EV part of the Bolt is very well done, it is the rest of the car where I have issues.

  • Dwford Dwford on Aug 13, 2020

    Cadillac's old sales model: make ugly, half baked models and put insane MSRPs on them, then discount massively to move the metal "fake it til you make it" Cadillac's new sales model: Make ugly, half baked models and price them to compete with the mainstream brands. Still offer massive discounts. "give up hope and just muddle through" This is the swirling toilet water of car brands

  • Spamvw My '02 Jetta Wagon is starting to look a little rough. Some of the plastics are degrading, rust is starting. BUT, show me another 21 year old daily driver that looks perfect.
  • Syke Sorry, off-roading holds no interest for me. Besides, vehicles like these will normally get used in traffic where they can push around two-wheeled (motorized and not) vehicles with impunity.
  • V16 It's hard to believe that the 1980 Thunderbird was approved for production.The Edsel had more curb appeal.
  • Jimbo1126 (Turning pencil to eraser end...) Really, it's just GM. Been disappointed by their products too many times.
  • Golden2husky 78 Concept is pretty awesome to me -