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

Steph Willems
by Steph Willems

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]

Steph Willems
Steph Willems

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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

  • Dartdude The bottom line is that in the new America coming the elites don't want you and me to own cars. They are going to make building cars so expensive that the will only be for the very rich and connected. You will eat bugs and ride the bus and live in a 500sq-ft. apartment and like it. HUD wants to quit giving federal for any development for single family homes and don't be surprised that FHA aren't going to give loans for single family homes in the very near future.
  • Ravenuer The rear view of the Eldo coupe makes it look fat!
  • FreedMike This is before Cadillac styling went full scale nutty...and not particularly attractive, in my opinion.
  • JTiberius1701 Middle of April here in NE Ohio. And that can still be shaky. Also on my Fiesta ST, I use Michelin Pilot Sport A/S tires for the winter and Bridgestone Potenza for my summer tires. No issues at all.
  • TCowner We've had a 64.5 Mustang in the family for the past 40 years. It is all original, Rangoon Red coupe with 289 (one of the first instead of the 260), Rally Pac, 4-speed, factory air, every option. Always gets smiles and thumbs ups.
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