An up-close look at the exterior and interior design of what will undoubtedly become the flagship of the Cadillac lineup (sorry, Escalade)
By Gary S. Vasilash
The Cadillac LYRIQ is certainly the most important Cadillac vehicle to be launched since the Cadillac CTS appeared in 2003. Arguably the LYRIQ, an electric vehicle, is one of the most important products that General Motors is putting on the market because it truly marks a commitment to contemporary EVs that it has announced are coming.
The 2023 LYRIQ, which will be on the market in the first half of 2022, is the real thing.
Yes, it will be beaten to showrooms by the GMC HUMMER EV, but that is arguably a niche vehicle. A niche vehicle with people with deep pockets: the first edition, for which all of the reservations have been spoken for, has an MSRP of $112,595.
The LYRIQ will start at $58,795. The reservations for the first edition of the crossover were full. In 10 minutes.
The LYRIQ has an estimated range of over 300 miles from the 100.4-kWh Ultium battery pack. It is a rear-drive vehicle. The Ultium drive unit will provide ~325 hp.
On the inside there is a 33-inch diagonal screen that stretches across the instrument panel, a 19-speaker AKG Studio audio system, eight-way power driver and front passenger seats, and other accoutrements that are characteristic of a vehicle that is a showcase for the brand.
On the exterior there is a illuminated black crystal front grille that illuminates in an orchestrated manner, a grille that is certainly a signature of not only the vehicle, but of the level of creativity, imagination and technology that may become known as what Cadillac is all about.
On this edition of “Autoline After Hours,” we learn about the LYRIQ, inside and out.
We—“Autoline’s” John McElroy, Henry Payne of The Detroit News, and me—are joined by Brian Smith, Cadillac exterior design director, and Tristan Murphy, Cadillac interior design manager.
What is notable about LYRIQ, even if you put aside that it is an EV, is that this is a vehicle that was a total clean-sheet design. They were creating something absolutely new, something that wasn’t a variation on a theme.
The charter was to create a vehicle that would not only show the world of electric vehicles that Cadillac has arrived, but the world that drivers live in too: This is meant to be a vehicle that not only will people like driving, but be one that they’ll be proud to be seen in.
Three of the words that Smith and Murphy use to characterize what the LYRIQ represents are performance, technology and craftsmanship.
The best of right now with the attention of detail that often seems to be lost.
Then, for the second half of the show, McElroy, Payne and I, all jurors for the North American Car, Truck & Utility of the Year (NACTOY) awards, talk about the vehicles that we had the opportunity to drive earlier in the week, all semifinalists for the 2022 awards.
“GM’s zero-waste initiative aims to divert more than 90 percent of its manufacturing waste from landfills and incineration globally by 2025,” said Ken Morris, GM vice president of Electric and Autonomous Vehicles. This is one effort toward that end.
By Gary S. Vasilash
No one can say that General Motors and its partner LG Energy Solution aren’t being proactive.
The two companies operate a joint venture, Ultium Cells LLC. Ultium Cells will build the Ultium batteries that GM will use in its forthcoming electric vehicles (EVs).
GM’s current EVs—the Chevrolet Bolt EV and Bolt EUV—have lithium-ion batteries, but not Ultium batteries. That’s because the vehicles were developed pre-Ultium.
However, vehicles like the forthcoming Cadillac LYRIQ, which is to become available the first half of 2022, will have Ultium batteries on board.
Ultium Cells announced that it will be working with L-Cycle, a battery recycling company, to, well, recycle the material scrap from battery cell manufacturing.
This electric crossover is the start of a new approach at Cadillac
By Gary S. Vasilash
Cadillac has revealed the production version of what will become the first of its electric onslaught, the 2023 LYRIQ. With the exception of those who are exceedingly focused on such things, the LYRIQ production version looks essentially like the LYRIQ show car.
Jamie Brewer, the vehicle’s chief engineer, says that they were able to accomplish this by working very closely with not only the design team, but manufacturing, as well as the suppliers.
It is also interesting to note that the vehicle is going to be delivered nine months earlier than had been initially announced. According to Brewer they were able to achieve this through a virtual development process, in which there was extensive digital simulation and testing such that when they did their first pre-production builds there was “high fidelity” between what was expected and what was achieved.
Andrew Smith, executive director of Cadillac Design, and his team certainly had a big challenge in front of them, given that this is the first of the electric vehicles that will define Cadillac’s future.
Smith said he told the design team that they were to develop a “Cadillac that happens to be an electric vehicle.”
He also suggested that they are taking a somewhat different approach to creating models for the brand than some of its competitors do.
“Cadillac is a fashion brand,” Smith says. “Fashion is about change.”
While he says that there are a set of core values and principles, Cadillac design is not about making variants of different sizes and architectures of the same basic thing.
From a functional point of view the LYRIQ has an Ultium 12-module, 100 kWh battery pack and a rear-drive Ultium Platform. Brewer says that the LYRIQ development team and the Ultium development team sat with one another such that they were essentially the same team. She says that by having this close collaboration they were better able to optimize the systems for the vehicle.
The LYRIQ will have an estimated 340 hp and a 300-mile range on a full charge.
It offers high-speed DC fast charging at 190 kW, which means that about 76 miles of range can be achieved in 10 minutes. There is a 19.2-kW home charging module that is capable of providing 52 miles of range per hour of charging.
The vehicle is to start production at the GM plant in Spring Hill, Tennessee, in Q1 2022 and become available during the first half of the year. The starting MSRP is $59,990.
According to Rory Harvey, vice president of Global Cadillac, the brand intends that from now on when there are new vehicles developed they, like the LYRIQ, will be EVs, not powered with internal combustion engines.
Of course, that is probably predicated on the acceptance of EVs by the market.
Should the LYRIQ be prelude to what’s to come, they probably won’t have an issue.
Will EVs provide Cadillac the jolt it needs to make it matter—again—in the market? Todd Lassa considers the proposition
As “Standard of the World,” Cadillac has had two distinct eras. The first started in 1908, when the luxury marque won engineering’s prestigious Dewar trophy for the precise interchangeability of its parts and earned that tagline; it ended at the beginning of World War II, shortly after it discontinued its second V-16 engine design and LaSalle sub-brand. The second era was from the new OHV high-compression V-8 of 1949 to, roughly, the mid-1970s. Even the over-chromed, over-finned, over-sized Cadillacs had a cache from here to Europe and Asia that began to fade in the 1970s, when Mercedes-Benz made them look in comparison like rental cars for the executive with a generous expense account.
Cadillac has been trying to earn back its “Standard of the World” reputation since the early part of the 21st century, when it started converting back to mostly rear-wheel-drive-based sedans. Despite some very good efforts, from the second- and third-generation CTS to the all too short-lived CT6 (and especially the CT6-V Blackwing), its flagship remained the big Tahoe/Suburban-based SUV, the Escalade. And if the ’71 DeVille came off as an overpriced ’71 Chevy Caprice (as Motor Trend so noted in a feature article asking whether the extra $3,000 was worth it), the ’21 Escalade still is basically a glorified ’21 GMC Yukon Denali with an extra-fancy dashboard.
General Motors tried all sorts of extracurricular schemes to earn spots in car magazine comparison tests alongside the best from Mercedes, BMW, Lexus and Audi, including the Sixteen concept of 2003, powered by two Chevy small blocks welded together: several failed European export attempts; moving HQ to Manhattan, and (unrelated, as it was then-CFO Dan Amman who didn’t want to relocate to Detroit) hiring the exec credited with making Audi what it is in North America, Johan deNysschen, after he spent a month running Nissan’s Infiniti luxury brand.
DeNysschen had grand plans for Cadillac, which GM had just split off into a separate business entity, so it wouldn’t have to share more than the unseen bits (e.g., truck platforms, wiring harnesses and other things consumers aren’t particularly aware of) with Chevys, Buicks and GMC models. In what I believe was his first interview as president of Cadillac, in early fall 2014 for Automobile magazine, he told me the marque would eventually get a Mercedes S-Class competitor and a high-end sports car or two.
DeNysschen lasted in the job about three-and-a-half years. Some auto news reports overplayed his responsibility for initiatives including an edgy ad campaign (along with incorrectly blaming him for the Manhattan HQ) that failed to move the metal and a subscription service called “Book by Cadillac” (all lux-car sub services except for maybe Volvo have since fallen), but the real reason he left, not in a huff, but in a minute-and-a-huff, is that he clashed with top GM management, most of them lifers, over vehicle pricing.
To become Standard of the World again, you can’t put money on the hood as though the brand sells through one big network of Fast Eddy car lots, where its all about the deal, but that’s what they did. DeNysschen wanted to rebuild slowly by selling a product that could stand hood-ornament-by-hood-ornament with Mercs and Bimmers, but he fully recognized that it would take a good decade or more for new, younger luxury buyers to believe that the Caddy had the same level of cache´.
DeNysschen has been gone now as long as a full product lifecycle. He landed at Volkswagen USA (an even tougher job, but that’s another column), and Cadillac is still at it, offering the Mercedes E-Class-size CT5 for the price of a C-Class, and the BMW 3 Series-size CT4 for the price of a BMW 2 Series Gran Coupe.
But GM has figured a way back to the Standard, perhaps out of necessity: Electric vehicles (EVs).
Despite what you may have read in the mainstream press, GM hasn’t suddenly discovered EVs. There were more than two decades between the 1966 Chevy Electrovair experiment and the Saturn-esque EV1—admittedly, the Electrovair was pretty much for internal work and to show to the world that it could be done while the EV1 was also something of an external test program, as there were Californians who had the opportunity to lease the vehicle for their daily drives. What’s more, GM developed the extended-range Volt and the fully electric Bolt, both of them Chevrolets for the mass market, and it is now concentrating R&D efforts on what it calls the “Ultium” platform—batteries, motors and underlying platform.
In 2013 the Cadillac ELR went into production. It used the same Voltec extended-range EV technology that powered the Volt. In part, this was a response to analysts who pointed out the company should have used what is now known as plug-in hybrid tech in a $60,000 luxury car rather than a $40,000 commodity hatchback sedan. The Volt had gone into production three years earlier. By the time the ELR launched on the first-generation Voltec technology, it had inferior technology next to the Chevy Volt with its updated extended-range system. The ELR was a disaster.
GM – or should I say, “gm,” given its new lower-case logo – is planning its big EV rollout of the next five or so years with new models to cover every U.S. brand. This time, however, it starts with higher profit-margin prestige models, like the GMC Hummer and the Cadillac Lyriq SUV.
What’s more, GM has announced that Cadillac will become the company’s lead brand for electric vehicles, with plans calling for it to sell essentially only EVs by 2030. (Going back to deNysschen’s plan for dealers selling on quality not price, it is interesting to note that late last year GM offered to buy out Cadillac dealers who weren’t interested in going down the electric road, and some 150 of them—about one in six—took the offer.)
If the production Cadillac EVs, especially the >$100,000 Celestiq luxury sedan, are close to the prototypes GM showed off last March in the legendary GM Design Dome, they could rule the segment ahead of German, Japanese, British and South Korean luxury brands. Price them against the only real competition to date: the Tesla lineup. And if the Ultium EV platform delivers on its promise to reduce the cost of the technology but with highly competitive range and performance, Cadillac could become the Standard of the Electrified World and, importantly, make money while doing so.
GM could mess this up, of course, as it has so many times in the past. But I didn’t get the sense from the presentations last March that CEO Mary Barra, President Mark Reuss, and others in the company that they were at all nervous about continuing the automaker’s usual fatal flaws, like too-cheap interiors, disappointing execution, or a management reorganization that places emphasis back on V-8 pickup trucks and SUVs, reducing EV production plans below Corvette output and cancelling promising models after two years, pretending that this has been the plan all along.
Let’s face it: Even if they come up with superb products it is going to take Cadillac some time to convince those who are likely to buy premium-priced EVs that they want a Cadillac crest on their purchase. However, there is one possibility that would play to Cadillac’s advantage in the EV space: There will be a cohort of younger buyers who are looking for EVs and who have little or no impressions of the brand, so they’d be just as willing to go Cadillac as any other marque.
Still, it seems as though electrification could be Cadillac’s best shot.—Todd Lassa