Posted 2/26/2024, 2:08:00 PM
GM Launches Upscale Electric Cadillac in Europe, Faces Affordability Challenges
- GM launches luxury $93K Lyriq EV SUV in Europe, starting in France, after testing market since late 2022
- Aims to appeal to luxury EV market, which is fastest growing segment in France
- Faces competition from cheaper Tesla, Chinese brands turning up pressure on affordability
- Has struggled with Lyriq production in US, only delivering 9K units in 2022
- Hopes French customers connect with Cadillac's French heritage, but past ads may hurt brand appeal