The debut model of the American premium brand after the relaunch in Europe will be the Lyriq electric crossover; there will be no new “hydrocarbon” models on the old-world market.
In the past decade, the American corporation General Motors radically reduced its business in Europe due to accumulated losses: sales of mass-produced Chevrolet cars were stopped, Opel was sold to Groupe PSA (now the Stellantis corporation), and only supplies of selected Cadillac models and Chevrolet sports cars remained in smoldering mode. Now Cadillac is represented in certain European countries with only one model — the compact crossover XT4; sales of the brand in the region in January-August of this year, according to JATO Dynamics, amounted to only 415 cars.
Cadillac Lyriq
Meanwhile, back in 2021, General Motors created a new European division with headquarters in Zurich (Switzerland), last summer, rumors appeared in the business press about the imminent launch of new GM electric vehicles in Europe, and today Bloomberg reported that Cadillac began accepting orders for the Lyriq electric crossover in Switzerland. Deliveries of ordered vehicles from the USA will begin in the first half of next year (Lyriq, by the way, is also produced in China).
Cadillac Lyriq 1/3 
Cadillac Lyriq 2/3 
Following Switzerland, Cadillac electric vehicles will appear in Sweden, France and three other European countries. In Switzerland, the Lyriq will cost from 82,000 francs — less than its European counterparts: the Audi Q8 e-tron costs in Switzerland from 86,600 francs, the BMW iX — from 95,900 francs, the Mercedes-Benz EQE SUV — from 98,100 francs. It is interesting that after the relaunch, Cadillac will abandon the dealer distribution system in favor of direct sales, GM itself will build and maintain new showrooms, the lion's share of transactions will be concluded on the Internet — everything like Tesla. By the end of this decade, Cadillac should have a full line of electric vehicles in Europe.
Cadillac Lyriq
Previously this year, the Cadillac brand successfully returned to European motorsport: in June, the Cadillac V-Series.R sports prototype of the title class Hypercar took third place in the legendary 24 Hours of Le Mans marathon.
For European premium brands Cadillac’s return to the market with its “electric trains” is not very good news; they are already under strong pressure from young Chinese brands storming Europe, and now the Americans have arrived. In the future, GM may bring other brands and models to Europe, such as the GMC Hummer EV and BrightDrop electric vans.
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