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Reuss: “If I had one word to describe it, I would say personal.”

Cadillac’s first electric vehicle and GM’s first product on an all-new platform designed for electrification debuted last night in a virtual reveal live from the Design Center dome in Warren MI. Production is scheduled for 2022.

The Lyric’s propulsion system and supporting technologies could make Cadillac a leader in electrification, connectivity and automated driving, but it’s starting the race from the pits.

The abandonment of alpha numeric names is an attempt to craft an identity by not copying the German competition – Audi, BMW, Mercedes – that have been killing Cadillac (only a 9% share of luxury segment in US) in the global marketplace. Lyric was allegedly chosen because Cadillac is mentioned in more songs than any other automotive brand, including Tesla, which pioneered the concept of luxury electric technology, even though its execution was and remains flawed.

LYRIQ is based on GM’s next-generation, modular electric vehicle platform and driven by the Ultium propulsion system, allowing Cadillac to offer customers a variety of range and performance options. With range being one of the biggest factors when it comes to selecting an EV, LYRIQ can provide more than 300 miles of motion on a full charge, based on GM internal testing¹.

GM President Mark Reuss offered the most intriguing and compelling description of Lyric when asked will customers accept it?

 “At the end of the day, product is key. If we get the vehicle right and have a charging infrastructure, and we have battery cell technology and scale that is very competitive from a price, cost and value standpoint for our customers, things begin to change and they begin to change rapidly,” Reuss said. Continue reading →